Need for speed rivals key

I have emailed EA directly five different times and three out of five I basically got the same copy paste response from them and they have not gotten anywhere or even really tried to help it seems so I'm giving it one last shot on the forums or if not I'll just return the game and they'll lose out on the purchase money. Which is a shame because it is a really awesome game I think. I have bought need for speed rivals on steam and I have also bought it as a gift for my friend, but when I downloaded it and click to open it it takes me right two origin and it asks for a key. I have no idea where the key would be and I've saw that you have the link it to your account I've also done that and it still doesn't work. Can anyone please help me to understand what I need to do to get this game to launch and work please. 

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