One more way to get past the serial number issue with Strategy First versions of BOA purchased as jewel case copies at Target stores in the USA.
After installing the game, I believe it installed ver. 1.08, go ahead and update the game to another patch. You can download and install 1.12 from the Strategy First web site, or get the latest patch from the AGEod site (1.13d) if you prefer. After installing, you can then run the configuration program and install the serial number without a problem.
Now, new players have options.