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Ask Nvidia to then go ask the game dev/pub...?
Idk how you come up with the Idea they just give a whole ass Game that just released for free, but that Code is just an ingame Code for an Golden Key to open a Chest that gives u Weapons ingame.
Probably because this used to be a very common practice with graphics card in some regions. No idea if it's still a thing. Hasn't been in my region for a long while.
There is a promo running in which you can get BL4 for free (could only link the german site, no idea in which other regions it is running https://www.nvidia.com/de-de/geforce/campaigns/borderlands-4-bundle/ ).....if you buy a RTX5xxx card (which is valid for that promo).
The keys the issue need to be entered in the nvidia app and can only uised if you own one of the cards.
So either he either got an invalid steamkey from someone, or thinks that the promocode could directly be entered in steam.