ME2 won't launch via Origin "play" button.

When I hit "Play", the usual "LAUNCHING..." window pops up, but shortly disappears and after that nothing happens - the game doesn't start up. Same thing If I try with 'regular' game shortcut in Windows Start Menu.

The GOOD news is that I'm still able to fire up the game via ME2Game.exe located in /Origin Games/Mass Effect 2/Binaries/

BTW it's a physical retail disc copy with product key registered in Origin. It's not a HUGE issue because, as I said, I can still launch the game using ME2Game.exe, but it's still annoying because I cannot do it directly from Origin, or from the game executable.

Please fix this, thanks.