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EA games makes the sims games.
Games owned by the publisher "Electronic Arts" typically use EA servers. Some games that use EA servers include Sim City, Mass Effect and Battlefield 3. Electronic Arts also has it's own digital distribution service known as Origin. Origin games use EA servers.
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An EA account is a good idea because it is free and gives you access to other great games. i would recommend making one.
The Serial Numbers for the games in World of EA Games are located on the back of the instruction booklet that it comes with. If you bought it used, or if the instruction booklet is simply missing, you should try to exchange it, return it, or contact EA themselves; they may be willing to give you a refund or allow you to exchange the game directly with them.