For games bought physically (eg - go into a store and purchase the box), check the documentation in the box, the CD sleeve if the game was packaged inside a CD case or paper sleeve. Most software comes with a "software key", usually 25 alphanumeric characters.
If the game was purchased and downloaded online, check your email, if you registered for an account through the software vendor or game publisher/distributor. For a service like Humble Bundle, check your purchases and look for software key or redemption procedure.
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