Product description
EA Play is the game membership for anyone who loves Electronic Arts games. Don't just get the game. Get more from your game – more rewards, more member-only content, and access to top titles.

Play select new-release games for up to 10 hours – days before they launch. Unlock member-only challenges and in-game rewards. Get unlimited access to a collection of our best-loved games.

AKTIVATION
Go to: http://www.origin.com/us/about.
Click "Download Origin" (from the upper left corner)
Install and start application, login with your Account name and Password (create one here: http://store.origin.com/ if you don't have it).
From the "Origin" drop-down menu (upper left corner) choose "Redeem Product Code...", enter your code and click "Next".
After successful code verification go to the "MY GAMES" tab and start downloading.