invalid serial number-HELP!!

[Sheriff05]

OK, I've been playing PC games for 20 years and have not run upon this yet.
I just bought the box from EB and the Reg Key on the CD sleeve is invalid!
it's 16 digits looking like this xxxx-xxxx-xxxx-xxxx with 5 more digits underneath as a subset with no dash.
entering 21 or 16 dashes or no dashes comes up invalid serial number,
can't even install! any ideas? I can't even get past the serial #! groan.

[Hertston]

I'm not sure Matrix have anything to do with the store retail release, do they?

[Mister B]

Well, I'm not sure it will help you, but for the record, my serial number is 16 digits, and I entered it with the dashes.