No serial code to be found on game anywhere!Seri

Seriously, it says the code should be on the back of the jewell case but all i have is the pictures, the links to here and paradoxplaza and the system requirements! This is really cracking me up cuz i cant get the most out of the game this way. I got my copy in the UK, does this make a difference? And yes, the game is totally legit, bought from play.com with proper packaging and manual and everything.