Battlefield 4 Game Launch

So, I bought the game from the EA website, and I spend $60 to get a "You need to enter product key to play" message, and I downloaded it off the EA website, so I didnt get a product key, and even better, is when I try to click the enter product key, it does NOTHING! Seriously? I just payed $60 for this? WASTE OF MY MONEY. I dont know how to fix it, and EA has NO email, so I cant email them about it, so, now do I have to buy the game AGAIN to get a product key out of a box or something? another $60 doesn't seem worth it, considering I already bought the game once, so if anyone knows how to fix this, please help!