You need to modify network_utilities.c to provide a unique MAC address for your system. (The altera dev. boards use the serial number to form the low bytes of the mac address, hence the request for a serual number)
The MAC address (which you can NOT set in "simple_socket_server.h") is the physical address of the ethernet interface, which determines the network packets that are actually received by your board.
Have a look at "get_mac_addr" in network_utilties.c in your project. For a start, you could simply use six random bytes to get you going, but for production systems you should use MAC addresses allocated to your company by IEEE.
Think of IP addresses as "logical" addresses for network packets, while the MAC address is the "physical" address. That's what allows IP packet routing to work.
Hope that helps.
- Roddy