A friend of mine bought the game while it was on sale today.
He never received an e-mail with the serial code to activate his account. His e-mail is correct. He has checked his spam folder. All that jazz.
He opened a ticket and received an e-mail response saying that he needs to create a support account and provided him with a link to do so. That link takes him here: https://guildwars2.zendesk.com/home
We see no way to make a support account. What is our next step toward getting this resolved?
