1. A system for managing entitlement of digital assets within a digital assets entitlement environment the digital assets entitlement environment comprising a digital assets entitlement system executing on a digital assets entitlement server, a target system and a point of sale system having an associated scanner, comprising: a storage medium comprising a repository of system identifier data, digital assets data, and digital assets entitlement data; and a processor, the processor being operable to: receive purchase transaction data comprising digital assets identifier data and digital assets activation key data associated with a purchase of digital assets, the digital assets identifier data being obtained via the associated scanner of the point of sale system, the digital assets identifier data corresponding to a digital asset the digital asset being represented but not contained in a card or package: receive system identifier data associated with a target system; process the purchase transaction data and the system identifier data to generate digital assets activation request data, wherein the digital assets activation request data is provided to the provider of the digital assets; receive digital assets data and digital assets activation data from the provider of the digital assets; and process the purchase transaction data and the digital assets activation data to generate digital assets entitlement data; and wherein the digital assets entitlement data is associated with the target system identified by the system identifier data and with digital assets identified by the digital assets identifier data.