Help. Run ME1 via EA Launcher needs Admin Privileges but won't run.

1. I download and launch ME1 from the EA Launcher
2. "This game requires administrative privileges. do you want to grant access and launch the game" 
3. I click "OK"
4. "Failed to launch game. An error on our end caused the launch to fail. Try again a little later"

I tried running the EA launcher with Admin privileges.  I tried running MassEffect.exe as administrator.  I've tried repair.  I've uninstalled and reinstalled it.  I've tried repair.  I've uninstalled and reinstalled it.  Nothing works.  Always the same message.

I DID NOT buy it from Steam but from EA (actually Bioware ages ago)

Thanks