VMWare Player 5 Silent Install

Does anyone know how to install VMware Player 5 silently. Here is a list of customizations that I would like to perform.

1. Suppress EULA on first run
2. Install our License Key
3. Disable Automatic updates

I have tried VMware-player-5.0.2-1031769.exe /s /v"SERIALNUMBER="XXXXX-XXXXX-XXXXX-XXXXX-XXXXX" /qn  but it didn't seem to install the key.

I extracted the MSI with ORCA and don't see a SERIALNUMBER Property....