Is Dark Souls II from GMG - ROW ?

Somewhere I read Green Man give you a key that will work in your region, so perhaps you get a different key depending on where they think you live. Also don't remember where I read it. :( So far both of mine have said (NA) also.

If nobody around here knows, you might want to try asking Green Man support, they have been fairly quick with any questions I've asked. Good luck! :)

Pre-ordered my key from GMG. It shows here on my steam account detail: Dark Souls II ROW Pre-Purchase.

Well, considering it says "Dark Souls II (NA)" ....

in my gmg account it is listed as NA key but redeems on steam as Dark Souls II ROW Pre-Purchase

Reply from GMG support:

"Depending on where you are based the key is automatically assigned to you taking into account your region. Since you are based in Moldova, you should be assigned EU key so please make sure that your friend is based in EMEA region as otherwise he won't be able to access the server."