Do you have Origin at all ?
I think you might need to contact GFWL to get a code to redeem on Origin.
Have Origin because it was installed with Sims 3. I'm not trying to redeem it on Origin, launching the game then pressing the start button it asks for the registration code.
@oDovahkiin You need to activate the game through Origin since 2012. Should you choose to link the game to another distributor the game still has to activate through Origin. The game still may launch through a 3rd party client but the game still has to activate through Origin regardless of how it is done. It looks like the game was never activated (that's why it's asking for the code) and if you bought the game through a third party vendor you need to contact Mircosoft (which I think is xbox live) to provide the information.
I spoke with a Xbox LIVE agent and he suggested contacting EA support to get the registration code. So I'm pretty much out of luck here.
