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You did something wrong, its a simple as that.
You don't register anything directly in the game account page.
You register your 18 digit key and receive a 20 digit key. You register your 20 digit key and you are done.
You log into the launcher with the same account login you used when registering your 20 digit key.
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Honestly - thats exactly what I did.
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I don't know what to say. Try re-downloading the launcher maybe you're using an old one and it didn't auto-update for whatever reason? Or has it been open through this entire thing? If so, simply closing it and re-opening it might do the trick.
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Then your issue is something else, everyone else followed that process, no keys have been registered to accounts yet.
To reiterate all anyone has been able to do is:
18 character key redemption at: http://preorder.na.finalfantasyxiv.com/
Receive 20 character key
20 character key registration at: https://secure.square-enix.com/accou.../ffxivearlytop
Download client from link there
That's it. Nobody has added keys to their service account directly, and likely that key wouldn't even work if registration there was up.