According to people who emailed the store, they aren't revealing what they are exactly but it seems to be something related to multiplayer. Assuming you buy both 4 packs at $67.99 each, that's $134 without tax already...will this be the game with the most expensive total DLC ever?
Each character includes updated photos, character bio, storyline, and logo, and is packaged with Mass Effect 3 branding.
Bonus Downloadable Game Content: Each figure includes an in-pack card giving you access to downloadable in-game bonus content. Each figure contains different in-game content, exclusive to North American released product. Collect all 8 for the full experience!
also, lol @ north america only
EDIT:More MP content-preorder the artbook from barnes&noble and get more multiplayer content-
Not sure if already having the collector rifle in entitlements will work, I'll update this post if I see anything.
From 1/23/12 - 2/20/12, when you pre-order a copy of The Art of Mass Effect Universe, you will receive a code to download extra game content for Mass Effect 3. This will include the collector's rifle, among other cool content to beat out your opponents.