I believe that you will need to activate the game through Steam in order to play it. I had previously purchased, downloaded and played all versions directly through GameStop, but when I purchased Rebellion here are the instructions I got when I hit "play":
- Download the Steam software from: http://store.steampowered.com/about/
- Install the Steam software.
- Log-in or create a Steam account.
- Click on the "Games" menu and select "Activate a Product on Steam".
- Click Next and agree to the Steam Subscriber Agreement.
- Enter the Product Code above into the Product Code field.
- Click Next and the game will be added to your Steam account and begin to download.
A couple of notes. First, you will need your product code copied and ready to paste. Second, I had a problem with Steam in that it would not install the client (the actual software you use to register/activate the game) until I had disabled my security software. You will know that you have done this correctly because it opens a pop-up window separate from the main Steam site.
Hope this helps. Good luck!