Did you look on the front? Also the serial number is on the outer wrap of the Jewel case, so if you threw it away, then you better fish it out! That's why I never take the cd out of the case. I just have it so that it's easier to install the game if should I get a new computer. But, yes the serial number is on the plastic wrap of the case, so as I said before if you threw it away, then you better go get it.
Also as someone else posted, the European one has some problems look at the above post for more details.
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Wtf are you talking about...
Its never on the shrink wrap.
If that were true all i would have to do is go to the store look at the shrink wrap on a couple of boxxes and i would have 10 cd keys... and ten i could just download the game...
IE your a moron
The most common places to find a seriel number (pretty much every place):
Behind the cd in the jewel case.
On the back of the jewel case (printed onto the paper)
On the inside of the jewel case (the side facing the cd)
On the manual front
On the manual back
In the manual
(the last 3 only apply if there is an external manual, that means its bound and seperate of the jewel case)
Never have seen it anywhere else.
There usualy a sticker thats placed onto the pieces of paper so that the people who make the paper dont have access to cd-keys. So if you see some sticky residue from a likely place that the cd-key should be... mostly likely not, but it could techinacly happen that it fell off.