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It's the code you get from AMD website and the redemption of the code is following:
Step 1: Open Dragons and Titans™ in your Game Library on Steam
Step 2: Open the options menu (gearbox in lower left corner)
Step 3: The code redemption field is in the options menu at the bottom.
Step 4: Type in the code in the field and click Redeem.
Step 5: Enjoy the goodies!
The code will activate all of the following:
Feel free to add me to discuss the details