More information about how to redeem your game serial code and upgrade your account can be found in this article. If you pick up a digital or physical copy of the game, you will receive a serial key that you can redeem on your account management page-either as an email or as a physical code inside your game box.
When you decide to upgrade your account, there are three places where you can pick up the game: While Guild Wars 2 is available to play for free simply by signing up for an account, buying the game unlocks a multitude of features and benefits to aid in your travels through Tyria.
