My Nintendo is a loyalty rewards program that launched in Japan on March 17, 2016; in North America, Oceania, and Europe on March 31, 2016; in Hong Kong and Taiwan on December 1, 2016; and in South Korea on January 1, 2017. Similar to the defunct Club Nintendo, to which it is the successor, players receive points to purchase items such as game discount vouchers, Nintendo 3DS themes, desktop and mobile wallpapers, and printables. Gold Points are earned if they buy games from the Nintendo eShop or register Nintendo Switch games, while Platinum Points are earned for doing various missions. On January 23, 2017, Nintendo of Japan opened My Nintendo Store, an online shop where members in Japan can exchange points for physical rewards.
Certain smartphone apps developed by Nintendo use My Nintendo, including Miitomo, which launched alongside the service for Android and iOS, and Super Mario Run. In them, players can complete certain missions to earn Platinum Points specific to those games, which can be redeemed for in-game rewards. They can also be used in combination with Platinum Points earned through non-gaming means (e.g. logging into My Nintendo every week) to earn regular rewards. As of March 15, 2019, the service is officially available in 167 territories, with the majority of them to solely support Super Mario Run gameplay.
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