After taking over the Gears of War franchise, Microsoft wanted to make sure that it took care of and nurtured the creative fanbase of the gaming franchise.  Their move to do so came in the form of the announcement of The Coalition Army.
In a news article on the Gears of War website, the company revealed the exclusive benefits of joining the club for Gears of War fans.  Named benefits include news directly sent to the member’s inbox, as well as an increased chance for the studio to feature an individual’s fan art.  Members will also enjoy special resources for the upcoming Gears of War 4 beta, including an introduction video for YouTubers, as well as official beta overlays for streamers.
This kind of support for the creative side of a fanbase is a great move by Microsoft, and hopefully the start of a trend in modern gaming.  Check out the official announcement here.