Then to make up to early adopters Nintendo decided to give them 20 free Virual Console Games, 10 free NES + 10 Gameboy Advance games. It should start in 1 Sept which is 2 Sept (HKT) here, you can check the complicated process by following the instruction from Joystiq.
But thanks to another post from Joystiq and according to Destructoid, you can download the games now.
So here's what you do, you open up the Nintendo eShop. Drag the menus to the left and go Settings/Other, then go to "Your Download". Once in, scroll through the apps and games you've downloaded, then you would notice there are some new games there with a "redownload" button. Obviously, tap on it and you get the games downloaded to your 3DS.
And I was able to download all 10 new games.
1. Super Mario Bros.
2. Wrecking Crew
3. Ice Climber
4. Metroid