FIFA 13 captures the drama and unpredictability of real-world football. The game creates a true battle for possession across the entire pitch, delivers freedom and creativity in attack, and connects fans to the heartbeat of the sport - and to each other - through EA SPORTS Football Club. FIFA 13 features five breakthrough gameplay innovations which revolutionize artificial intelligence, dribbling, ball control and physical play, as well as engaging online features and live services. FIFA 13 with Kinect enables you to use voice commands to manage your club’s line-up and tactics without pausing the game, shout directions on the pitch in Be A Pro, and forces you to temper the way you talk to officials.
Go to: http://www.origin.com/us/about
Click "Download Origin" (from the upper left corner)
Login into downloaded application
Install and start application, login with your Account name and Password
(create one here: http://store.origin.com/ if you don't have).
Redeem Product Code
From the "Origin" drop-down menu (upper right corner) choose "Redeem Product Code...",
enter your code and click "Next".
Download your Game
After successful code verification go to the "MY GAMES" tab and start downloading.