They have up to 7 days, after that just contact staff.
Edit: Also try and remind them on steam, mabey they just forgot.
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Try to badger them via e-mail to do it, just a friendly reminder should be enough.
If the 7 days pass, contact support and try to give the key to a friend so they can check whether it's valid or not and, if not, they get a game and you get a good mood.
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Yep, that applies.
If the winner is just being a Dick and not setting as received, contact support and if you give them.evidence of sending it, I guess they can override the persons lack of response for you.
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