Collect the right evidence before you contact support — reports with complete screenshots are resolved much faster.
Are you activating the game on the right platform?
Did you copy the key correctly?
Did you try following the key activation guide?
How to contact Steam Support
How to report a used key (Steam)
How to report a wrong region key (Steam)
How to report a used key (PlayStation)
How to report a wrong region key (PlayStation)
How to report a used key (Xbox)
How to report a wrong region key (Xbox)
How to report a used key (Nintendo)
How to report a wrong region key (Nintendo)