I'm thinking it could be some kind of 'scratch and clip' card.
Match 3 symbols and win free content for life!
idea: loyalty prices for longtime purchasers?
Re: idea: loyalty prices for longtime purchasers?
I quite like the approach Fabfilter, IK Multimedia and esoundz have, i.e. loyalty schemes where you earn points / money off of future purchases based on your overall spend. So for those who have paid for each and every upgrade, the loyalty reward would be greater than for those who cherry pick which versions they upgrade to and which they skip.
ScarKord - Electronic music, remix and sound design
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http://www.soundcloud.com/scarkord