Nvidia's bundled game codes can no longer be sold or given away

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It's not uncommon to get a free game or two thrown in when you buy a new video card from Nvidia. It's currently offering a choice of Ghost Recon Wildlands or For Honor with a purchase of a GTX 1070 or 1080, for instance. But it recently came to light on NeoGAF that what you can actually do with those codes has changed. Instead of simply redeeming your freebie and getting a Steam key, you must now claim the game via the GeForce Experience software, and it will be tied to systems with a "qualifying GPU." 

"Game coupon codes offered as part of a qualifying GPU or PC purchase are intended for use by the purchaser. As part of the coupon redemption process, Nvidia uses GeForce Experience to perform a hardware verification step to ensure the coupon code is redeemed on the system with the qualifying GPU," the coupon code redemption FAQ states. "Redeeming the code on a qualifying system helps Nvidia verify the game is redeemed by the purchaser." 

As Engadget points out, this could be an effort to clamp down on people who buy a GPU, get the free game, and then refund the hardware, such as happened last year with the release of Gears of War 4. Which is perfectly fair—but it also prevents people from selling unwanted keys (possibly also fair, depending on where you fall on the subject of key resellers) or simply giving them away to a friend. And of course if you want the free game, you'll have to use GeForce Experience, which may be part of the goal as well.

Update: Nvidia confirmed in a statement that the new procedure was put into place earlier this week, alongside the rollout of the Ghost Recon Wildlands/For Honor bundle offer. "The terms and conditions of the game bundle require that it be granted to the purchaser of a qualifying GPU," a rep said. "This method helps us verify that the terms and conditions are being followed."

Edit:

GEFORCE EXPERIENCE COUPON CODE REDEMPTION FAQ

Q: What are the system requirements for redeeming a game code in GeForce Experience?

• PC with GeForce GPU
• GeForce Experience (version 3.2.2 or higher)
• GeForce driver 373.06 or higher

Q: I can’t see a Redeem button in the GeForce Experience Account menu.

Make sure you have the latest version of GeForce Experience installed (client version 3.2.2 or higher and GeForce driver 373.06 or higher) and are connected to the internet. You can download the latest version of GeForce Experience here.

Q: Are there additional requirements for me to redeem my coupon?

• Graphics Card Requirements- Some coupons can only be redeemed on selected graphics card. These coupons are typically tied to a graphics card purchase or promotional giveaway. Please make sure your graphics card is installed before redemption.
• Regional/Country Requirements- Some coupons require that they be redeemed in specific regions or countries. Please redeem the code in the appropriate region/country.
• Age Requirements - Some coupons have age restrictions due to sensitive content. Please check that your NVIDIA Account meets the age requirement.

Q: I already own the game that I've received a game code for.

In most cases, a game code can only be redeemed against an account that does not already own the game. If you already own the game, you will not be granted a second copy.

Q: Why is GeForce Experience required to redeem a coupon code received along with a GPU purchase?

Game coupon codes offered as part of a qualifying GPU or PC purchase are intended for use by the purchaser. As part of the coupon redemption process, NVIDIA uses GeForce Experience to perform a hardware verification step to ensure the coupon code is redeemed on the system with the qualifying GPU.

Q: Why must game bundle code redemptions be completed with a qualifying graphics card, desktop or laptop?

Game coupon codes offered as part of a qualifying GPU or PC purchase are intended for use by the purchaser. Redeeming the code on a qualifying system helps NVIDIA verify the game is redeemed by the purchaser. Please note that only one game copy can be redeemed per qualifying GPU.