I have spent over 30 minutes trying to figure this out. I have gone to every support page and read every question about it.
I tried to redeem a game code, which I got from Best Buy today, for the game Spore (the original one). I have the game code and entered it into the "redeem game code" area plenty of times. However, every time I try to click "Next", the entire screen flashes as if it was going to switch pages, but it just refreshes. After the flash, my game code was still in the box and there weren't any confirmation words on the page or anything. I clicked "Next" at least 100 times but nothing happened.
I checked "My Games", and Spore wasn't there. I also went to the "EA Help Center" and went to Product Activation, but it said "The product code entered is not valid for game activation." PLEASE clear this up as soon as possible.