Serial numbers for games come with the packaging. If the serial number is missing then you should contact whoever you got the game from. If it was purchased in a shop and you have a receipt then you should be able to receive the serial number from them or swap the game for a new copy. It may be that they would need to contact the manufacturer in this situation so they can send the serial number out to you or may ask you to contact the manufacturer directly.
If the game was purchased online, again you should contact whoever the game was purchased from and ask them to supply the code to you. Failing that, the game's website may have information about serial numbers to help in this situation, or possibly patches to bypass the problem if there was a mistake with a batch of copies of the game.
If the shop or online distributor refuses to give a serial number then contacting the head office of those companies would be the next step as they are more likely to help in this situation. Once you obtain the serial number it is worth keeping a record of it somewhere safe so you would always have it on another occasion. If there is no other way round it the game may have to be purchased again, although this would be a last resort after all other avenues were tested.
If the game was purchased online, again you should contact whoever the game was purchased from and ask them to supply the code to you. Failing that, the game's website may have information about serial numbers to help in this situation, or possibly patches to bypass the problem if there was a mistake with a batch of copies of the game.
If the shop or online distributor refuses to give a serial number then contacting the head office of those companies would be the next step as they are more likely to help in this situation. Once you obtain the serial number it is worth keeping a record of it somewhere safe so you would always have it on another occasion. If there is no other way round it the game may have to be purchased again, although this would be a last resort after all other avenues were tested.