To redeem this game you need to follow these stages.
Redeem the key we've provided on Steam
You then have to additionally register a Funcom account
Click the REGISTER button in the game and then choose 'Click here' to register with a new key.
The key you need is displayed when you first play the game. When you play, In the box "The Secret World CD Key", choose 'The Secret World' top entry and choose COPY TO CLIPBOARD- this can then be pasted into the registration system for your FunCom account.