"The App Failed To Launch" - can't connect to EA servers

Am trying to play Mass Effect: Legendary Edition via Steam.

First time I installed MELE, the game worked fine.

But after I quit and then wanted to play again, the app continued to fail to launch. It says "restart the app" and I did, that didn't work. I tried "app recovery" and that also didn't work. I turned off antivirus and I ran the app as an administration (I'm using Win 10), and that didn't work. 

Now, as I type this, I'm trying to start the app. The screen is stuck on "connecting to the EA app" and hasn't yet connected apparently, despite my internet clearly working.

Any help or advice?