Guild Wars 2

First off, let me just say that you guys do an awesome job there.

Having said that, I would offer the following piece of advice:

Trying to keep in mind that you shouldn’t alienate your long-term loyal players while trying to market and promote your product to garnish new players.
Offering exclusive rewards that do not apply to the entire player base that meets the requirements is a good way to do just that.
Might I suggest keeping the exclusive rewards to particular reasonable optional repeatable actions that can be taken (example, free mini for those who purchase gems during a particular period), and keeping rewards for one-time actions (such as upgrading your account or buying a particular tier of account) global for all who have that tier (as you wouldn’t expect players to purchase multiple accounts just for the one reward).
Marketing items like free weekend trials once a year or so instead would accomplish the same marketing goals without alienating your existing playerbase. Just a tidbit of advice.

(where this is coming from: Heroic Chests are not being offered to players who have the Heroic and Digital Deluxe versions of the game unless those versions were purchased at a certain time. However they are shown as global rewards for all players who have those Tiers of the game as shown here .)

Heroic chest involve a choice of a set of armor that have been buyable in the Gemstore for over a year, so it is not really an exclusive item, seeing as everyone can buy them whenever they want.

That is besides the point. It also offers an 18-slot box and 10 boosters.
The fact is, its a reward that is not offered to everyone that meets the listed requirements for it.

I don’t see this as a problem. These are rewards offered to everyone who met the requirements for the game at the time the deal was offered.

Like all products, those who bought GW2 when it first came out got to be first to play the game — we paid for the privilege. After the initial burst of popularity, ANet (like all product manufacturers since the industrial age) started offering the game with incentives: a discount, bonus items, or some popular things otherwise available in the game only after playing for a while.

Necrid.2705:

That is besides the point. It also offers an 18-slot box and 10 boosters.
The fact is, its a reward that is not offered to everyone that meets the listed requirements for it.

If you buy a car and then half a year later said car also comes with a free stereo-upgrade, would you demand to get said free stereo as well?