Bundled with every copy of Valkyrie Profile: Covenant of the Plume is a code that can be redeemed on the Square Enix Member’s Page. Points collected from Square Enix software act as “experience” determining the level of your avatar. Makes sense since Square Enix’s bread and butter is RPGs.
Get enough points and you move up the ranks to bronze, silver, gold, and finally ultimate. Every so often Square Enix will pass out “swanky” (their words, not ours) prizes to members. Higher tiered members get better stuff. What kind of stuff? Square Enix hasn’t announced anything which means it could range from avatar parts to character goods. And Square Enix has a lot of character goods they could offer.