The 30% voucher is only valid for users who have purchased certain games from them in the past. I tried using the code and it didn't work, when I asked their support team about it, they told me it is not available for first time buyers.
I have gotten it on release day the last 3 years in a row, but this year I'm going to wait. I still enjoy playing FM13 and with the price increase this year I'll wait for the first steam sale and pick it up then, probably sometime in early 14' im guessing. The one caveat is that I will try the demo and if the new ME and features seem like a huge huge huge upgrade I may break and get it, lol.