I believe keys are handed out to your inventory on steam on March 14th and from there you are able to send it to your friends via steam.

Just curious to see how many people are going to upgrade because of this game. I will be grabbing two GTX 670's soon before the game launches. I would love to see this game in it's full glory since I had trouble optimizing for ARMA 2 and the 20k view distance might be a hassle :D. Regardless of ARMA 3, the cards would be a significant upgrade over my 5850's and I'm about due for an upgrade. What upgrades do you think you're getting before ARMA 3? If not, what are your specs?