Solved
No confirmation mail or serial number in Origin
Purchased Spore - it shows up correctly in Origin and has downloaded but no serial number displayed in game details. No confirmation mail received either so no record of serial number so cannot install.
Please check this article for help:
http://answers.ea.com/t5/Spore/How-to-find-your-Spore-Serial-Code/m-p/1446994/thread-id/1938
