Oh, yes, you have to have entered the retail cdkey

Go to "My Account". On the right you will see "games". Click games and it should have a picture of your standard edition. At the bottom of that is an option to upgrade to deluxe for $19.99.

I just wanna chill up there with my mates, watch some hawt holodancers and discuss how the raiding for the day went over some drinks.

Incorrect, if you have the standard edition and go to my account, specifically the 'game' tab, it has the options to do the "Digital Upgrade Pack". The main question is, is it the SAME as digital deluxe so it allows you FREE access to the VIP room. I once had the CE, but then I took an arrow to the knee, had to go digital bro.