I bought Dark Souls 2: Scholar of the First Sin for the PS3 recently. I received a physical copy of the Dark Souls 2 game (with the SotFS sleeve), and a code that would download all three pieces of DLC that are meant to come with the the Scholar version of the game. I activated the code on PSN (which downloaded 3 300kb files) and went about playing the game. All good as far as I could tell.
But, up until this moment, I've seen no sign that 'Scholar of the First Sin' is active on my game. I know the DLC areas have to be reached (at this point, I'm about twelve hours in, having just defeated the Lost Sinner) but I figured that the game should have mentioned it in some way at some point by now. I've seen no option to activate it beyond downloading the three pieces of DLC on PSN and the title screen shows the game as 'Dark Souls 2' with no subtitle of 'Scholar of the First Sin' (though I'm not sure if this would happen either way).
I've been avoiding guides for my first playthrough so I'm not sure when the Scholar himself should show up but should I be expecting any obvious signs at the start of the game that the DLC is active? Is this all a New Game plus thing, or should I just be waiting until much later in the game? I just don't want to have spent fifty hours playing the game only to find i missed one obscure option that invalidates everything.