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@9de726a3d67112cd You shouldn't need a serial number, and you couldn't register it anyway. The Sims 3 Store site draws from the same database as the EA App does, meaning a product code that's registered in one place will read as already used in the other. But you should also already have the game on your account on the Store site. Just sign in with the same email address and password that you use in the EA App.
If this doesn't work, let me know what happens when you try.