Let's start with the free stuff: the new /branding command lets you get a game's official icon and banner as used by Steam, as well as a less official but higher-res icon.

As for the new subscriptions: The chameleon plan lets you customise each watcher, so the bot uses a different nickname and avatar for each game. The gold plan combines that new plan with the older "more watchers" plan, with a small rebate!

You can also purchase one-time rebrands so change the bots avatar and banner in your server.