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At EB Games when you pre-order they should give you a link to a site and a separate code. On the site they link you to, you enter your email and SE will at a later date send you an email as to when you can activate your code.
That's all Ive experienced so far... but still excited!! =D
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Me i bought from SE store and they showed the order date , order number and order total. I printed it cos on it there all the site i need to go and all the info about it and the Serial Number and there a link for the PDF to download for the early access info in it. and when you go on the link for the early access they ask your email. So they can contact you for when you will be able to go there again and put the serial number.
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When i bought it i had 3 items in my cart, the CE edition, the preorder items, and the ingame items, so i am gonna assume when i can get the download of the CE edition i will get the preorder and in-game items with it.