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Bought my game in SE site, direct download, no retailers, etc.
My game appears at registered in My Profile. I ask SE Support for the code and here is their answer, hope it helps.
Dear Customer,
Thank you for contacting our customer service.
We are very sorry to hear that you have not yet received your pre-order code for FINAL FANTASY XIV: A REALM REBORN.
The Square Enix Store sent out the 20-digit Early Access codes by email to all customers last night, though it is possible that a number of these emails may not have been received. Please ensure you have checked your registered email address, along with the junk, spam and deleted items folders, for this email.
In order to ensure that everyone gets their code in time, we will send out the Early Access code email again later today. Please keep an eye out for this email and once again be sure to check your inbox?s junk, spam and deleted items folders.
If you purchased the game from another retailer including the French Square Enix Boutique and have not yet received your 18-digit pre-order code, please contact them directly.
Early Access starts on August 24th and we are working hard to ensure that all pre-order customers will be able to access and play the game.
As these emails are being sent throughout the day, we ask for your patience while this takes place and that you only contact us again should you not have received your Early Access code by the end of the day.
We apologise for the inconvenience caused.
Kind regards,
The Square Enix Support Centre Team