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So you're in EU and you've redeemed this game from someone who purchased North America?

There's a good chance you got a ROW key instead of the Region Lock key as mentioned in the thread below.

https://www.steamgifts.com/discussion/Qir84/humble-bundle-august-monthly-bundle-incl-nba-2k17-pillars-of-eternity

Key types in accordance to country:

Region Exclusive keys are listed with countries the key will work in.

Asia (Exclusive Countries): BN, ID, KH, MY, PH, SG, CN, HK, JP, KR, KP, LA, MO, TH, TW, VN

AU (Exclusive Countries): AU, NZ

Brazil (Exclusive Countries): BR

EU (Exclusive Countries): AL, AD, AT, BE, BA, BG, HR, CY, CZ, DK, EE, FI, FR, GE, DE, GR, HU, IS, IE, IT, LV, LI, LT, LU, MK, MT, MC, CS, NL, NO, PL, PT, RO, SM, SK, SI, ES, SE, CH, TR, GB, VA, AX, FO, GG, JE, SJ, GF, RE, YT, MQ, GP, AD, AIA, BMU, BQ, IO, VGB, KY, FK, GI, MS, PCN, SH, GS, TC, IM

Germany (Exclusive Countries): DE

[LATAM] Latin America (Exclusive Countries):
AG, AR, AW, BB, BL, BO, BR, BS, BZ, CL, CO, CR, CU, DM, DO, EC, GD, GT, GY, HN, HT, JM, KN, LC, MX, NI, PA, PE, PR, PY, SR, SV, TT, UY, VC, VE

[RUCIS] Russia + Commonwealth of Independent States (Exclusive Countries): RU, AM, AZ, BY, GE, KZ, KG, MD, TJ, TM, UZ, UA

ROW: Rest of the World minus countries targeted by region specific keys shown above