The way EA worked for 2.0 launch was, you got a code sent to your email (I ordered online, so obviously mine was email) and you used that code to download the full client to your PS(3-4) and when your physical copy came, you had up to a week from the start of launch to get the actual serial number input into your account. My game came the day of release, so I didn't have to wait long (ofc I paid a lil' extra for that kind of shipping... so)