3DTV Play utilizes core 3D Vision components which are included in the standard GPU driver. If you are using the 3DTV Play and have purchased it or it was preinstalled on your PC, you can simply install the standard GPU driver. After that is installed you need to download the 3DTV Play Activation Utility to enable 3DTV Play.
If you are a 3D Vision owner, 3DTV Play is free and activated when the 3D Vision IR emitter is detected. Make sure you have installed the 3D Vision controller driver to enable 3DTV Play on your PC.