This happened to me as well after the Windows 10 patch of 12/22-12/23. I spent over an hour with MS Tech support and could find no solution to the problem. The Tech tried to tell me at first that it was a SQEX problem. I told him 'No, that the game ran just fine on a Comp which had Win 8.1 as the OS and that the game had played without issue the night before their patch rolled out. Even uninstalling the patches back to 12/19 did no good. As of this writing that particular comp is still unable to successfully launch the game. I do not run Steam.