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Pre-selling a game - generating keys, etc

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When preselling a game like Project Zomboid, if you buy through paypal/gcheckout, how are they generating keys and sending them out?

Do they all have API's that need seperate code written for them to get everyone's email addresses? Or are they just using some web-based admin inside paypal/google/whatever websites to send the mail, or is it their own server sending the mail?

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