According to Nvidia's announcement's and the dedicated promotion site, the new Bullets or Blades Geforce bundle will be limited to future (on or after October 6th) buyers of Geforce GTX 980 Ti, GTX 980, GTX 970 or a notebook equipped with Geforce GTX 970M GPU or above. The bundle will be available for a limited time and will only be seen in select retailers/e-tailers and regions.
Luckily, it appears that EVGA is a part of the deal, and offers the same bundle with its Geforce GTX 980 Ti, GTX 980 and GTX 970 graphics cards and has published a full list of participating retailers/e-tailers. Those in Europe should visit EVGA's European site while those coming from the US can check out the list at EVGA's US page.
According to Nvidia, both Ubisoft's Assassin’s Creed Syndicate and Tom Clancy's Rainbow Six Siege use Nvidia GameWorks effects to bring richer and more detailed gaming experience.