Steam! This product code cannot be activated in your region

I just received GTR Evolution today, and when I try to use the activasion key to install the online version I get this error message: "This product code cannot be activated in your region".

I live in Norway and I ordered the game from play.com. Didn't think this would be a problem. Any solutions?
 
I am curious why you would not be able to activate. Did you try to activate it on Steam or from the disc. I will get my copy tomorrow and plan to activate it on steam which I think is the best way according to what I'm reading in other posts.
 

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