In just a couple more days, 3DS Ambassadors will be able to download their first round of free games from Nintendo. And of course, since it's Nintendo, inventor of the Friend Code, you know it'll be easy, right? You just go into the e-Shop, click on Ambassador Rewards, then download your games, right?
The actual process is a bit more convoluted. As detailed on Nintendo's official site, here's what you need to do get at your hard-earned easily acquired games.
Go to the e-shop
Go to "Settings / Other"
Select "Account Activity"
You'll find the games you've been awarded here -- next tap "Software Info" on the game you want.
Redownload (Yes, we know you haven't already downloaded it, this is obviously part of their foolproof security measure).
There are probably very good reasons for the somewhat obtuse system, and it's not like Nintendo is running the Apple store. But the process does highlight the fact that, despite how friendly and easy-to-pick-up their games are, Nintendo still has to bit to learn about how usability works on the more mundane menu side of things.