The trouble is who would subsidise the loss against the new product? You could buy one AAA game for £50, withdraw the licence and then claim such points against an indie game for instance. The developers of that will then either have their income reduced or someone like Sony or Nintendo would have to foot the deficit created by the points generation. The beauty of digital gaming for the likes of publishers and developers is that they have no physical media and shipping costs plus more importantly the purchase is set in stone where licences cannot be sold onward as second hand.
A similar thing came up on Steam recently regarding Steam Points where someone suggested that these should be converted into vouchers to spend in the Steam Store. This was not feasible because these points are generated out of thin air so if someone spent £50 on a AAA game, got £5 in return and used that to buy an alternative product from a different developer, Valve would have to pay it out of their own pocket. Based on my estimations, if each active account earned just one voucher on average per week, it would cost Valve £2,000,000,000 a month which is 25% of their annual income that would result in a yearly loss of -$16bn.
Digital games and optional DLC were partly designed to combat against the second hand market but it's now become the ultimate income stream especially with production and shipping costs further reduced or in the case of Alan Wake 2; removed altogether.