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Its only asking you to activate now knowing if you bought a online version or a hard version. If you have already added D3 to your Battle.net account just hit already activated. You had to mainly buy the game before you could download it from what i understand.
It's already activated to your battlenet account. The game doesn't require a software key to run you just need a battlenet account which has an active Diablo 3 license in order to use the client.
The only people getting a key are retail players because they are required to activate it to a battlenet account. If you bought it digitally Blizzard already activated your license to your battlenet account for you.
Edited by Fearpoint#1182 on 5/14/2012 8:50 AM PDT
I bought it digitally and I am installing it now by pressing the "I already activated the game" as you say. Although it seems to install, it continues to spam me with a pop up saying that "if my instal disc was ejected, reinsert it. if not, and if this error keeps coming, please install diablo 3 from battle net digitally"
I am in fact trying to install it digitally, but the installer seems to think I am trying to use a disc. anyone else having this issue? not sure the download can finish
Blizzard's online b.net model that WoW and Diablo share means you activate a game to your b.net account.
So because you bought it through them, your account should already say it had D3 on it. Which means you're done.
If you had bought it in a store you would need to activate the key that came in the box to add D3 to you b.net accont.
TLDR - You're good
strangely, when i tried to login to asia server, it says the battlenet account do not have a D3 licence. but i bought the game online, downloaded it, and installed it. and when i go to my bnet homepage, it shows that the account for D3 is active and it shows GLOBAL region...
so why can't i login to ASIA server then??
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