**SOLUTION**(PS3)
If you are EA and have not registered your account with the codes that came with your hard copy:
Login to your SE account, select your profile, and register the 18 digit code that came on the red card with the booklet.
After this you need to log on to the playstation store and "redeem code" with the 12 digit code on the back of the book. It will prompt you to redownload the client, but you can skip that.
Relaunch the game and voila!