Software is licensed for use on a particular computing device, such as a gaming console or a multimedia console. An unlocking code is provided from a distribution service to the computing device (either directly or via a user), which in turn, unlocks the appropriate software or portion of software for use with the associated computing device. The software may reside on a computer-readable medium, such as a CD-ROM or DVD disk, that is being used in conjunction with the computing device. The unlocking code may be provided directly to the user in private (e.g., via email or a mobile phone) or in public (e.g., published on a website). Portions of the software that may be unlocked include a particular level of a game or other features (such as additional characters or weapons), or a working or more advanced version of an application that was otherwise provided as a demo or older version. The unlocking code may be based on a unique identifier of the computing device and an identifier associated with the software seeking to be accessed. Thus, the code may only be used by the computing device having that unique identifier. This prevents unauthorized or unlicensed computing devices from using the software.