What exactly is the message you're getting ? The game is protected with Starforce 3, and that can cause a whole lot of different problems. When you enter the cd key, does there appear a progress bar or does it directly display the error message ? Did the game ask to be rebooted after the first install ? Starforce wants to install its own drivers or it won't work.
There are a lot of people like you who bought a Starforce-protected game and then find out they can't run it. One way to deal with that is using a crack like
this one, but you may have to install the 1.1 patch first (your store version may/may not already contain this patch).