Greetings,

As pointed out by several people in the thread so far, the NA Square Enix Online Store has begun adding the full game code to your order!
  1. To find it, visit the Square Enix Online Store and log into your store account.
  2. Select the "Your Orders" tab, and find your Stormblood digital purchase (Standard or CE).
  3. Click "Unlock Code" and you'll be taken to a page displaying your code!
  4. You can find the instructions on how to redeem in our recent Lodestone announcement!
As for EU orders from the store, I'll poke the SE Europe team and ask them to confirm that for you all!