DLC instructions for PS3
For EBGAMES in Australia, for PS3:
There is a loose promo code sheet with the steel box and plastic Bluray case that your game and manual is in. Inside the Blu-ray case, that has the game, is a online registration code as well (its under your game manual, in the Bluray plastic case).
INSTALL YOUR GAME TO HARD-DRIVE BEFORE TRYING TO GET DLC
1) Sign in to Playstation Network (On PS3)
2) Visit Playstation Store
3) Select Redeem Codes icon, on the top right.
4) Enter code (12 digit code printed on loose promo code sheet)
5) Follow the on screen instructions
NOTE: CODE CAN BE USED ONLY ONCE, AND MUST BE DOWNLOADED AFTER INSTALLING GAME TO PS3 HARD-DRIVE.
You get one shot at it. So INSTALL PES 2013, then go to PSN store as above.