Was the game sealed? If so, (and don't take this the wrong way) could you be entering some of the characters wrong? The usual O or 0 comes to mind, that kind of thing.

Lucky i read this though, i had completly forgotten about EAs new online mesaures to stop ppl buying 2nd games, i had planned to buy a copy of this 2nd hand but looks like ill need to wait for it to drop in price![]()

Had exactly this problem with a copy of Dragon Age: Origins.
If you use the support chat, they'll enable the online for you.
Absolute pain to find this out, but took all of a 5 min chat. Seems to me they're sending out dupe codes somewhere along the line, as they queried with me whether I owned some random account.
-Leezer-
Sigh, no solution from Live Support. They are having to escalate it as he tried activating online pass manually in my account at their end, didn't work. Gave me a new code to try, didn't work. RAAAAAAAAAAAAAAAAAAAAGh
So why not just take it back to the store and tell them you want a replacement? Surely not being able to activate the online play makes the game 'not fit for purpose' and thus falls under the 'Sale of Goods Act'?