You will get the Serial Code Key for the EVE Online Starter Pack directly by eMail. With the Starter Pack Code you can create a NEW account for the game. To be able to play EVE Online, you will need an EVE Online Client that is available for download on the official game website.
Contents of the EVE Online Starter Pack:
30 days of gametime for a new EVE Online Account (Note: No additional gametime for existing accounts!) Several bonus items that will make your start in EVE Online easier and enable you to raise your level and skills faster