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If you buy keys from dodgy markets like G2A (I think you know what it is if steam out censors it) or similar crap - there is even a question of legitimacy of those keys as they don't come from publishers, yet a alone matter of pre-order bonuses.
- Either the external key is a designated pre-order key
- You get the pre-order material if you activate it either in a pre-load phase or within X hours of release
- You just get an ordinary retail key
If you buy from an authorised retailer, any pre-order bonuses are usually included regardless but going to shady markets, you may just get a standard key or one that's obtained illegally. Any retail site should list what you're getting though.
You should always contact them via their support or forum page to clarify whatever their key includes any specific pre-order items. Since GMG is a legit authorised reseller and all, they would have proper communication channel with the game publisher that issued those keys.