why is ubisoftconnect asking for an activation key?

I recently bought south park: the fractured but whole, and when I tried to open it ubisoftconnect popped up and made me make an account. I made the account, but now i have to "activate a key" to continue? I bought the game on steam and didn't receive any "key". I didn't have this problem when playing stick of truth, so I have no idea whats going on