Needing to hold Shift goes against my views about how computer works so I investigated the issue and found the article from Microsoft ifself:
https://devblogs.microsoft.com/oldnewthing/20140624-00/?p=673"In Windows 7, the “Run as administrator” option was moved to the primary menu, so you no longer need to hold the shift key to get it. Well, except that sometimes you still need to hold the shift key. The deal is that there are two “Run as administrator” commands. One of them is for running shortcuts to regular applications as administrator. The other is for running shortcuts to MSI applications as administrator. Shortcuts to MSI applications are weird because they aren’t shortcuts to EXEs but rather are shortcuts to an entry in the MSI database. When the decision was made to move the “Run as administrator” command from the extended menu to the primary menu, the person who made the change moved only one of the “Run as administrator” commands (the one for regular application) and forgot to move the other one (the one for shortcuts to MSI applications). As a result, you still need to hold the shift key to run MSI applications elevated.
The problem is fixed on the Windows 8 Start menu. "
So, if I understood correctly just running as Admin only allows this application to have privileges and holding Shift also give it access to other applications or something. I bet it have something to do with 3-party launcher or DRM - it can't be started separatly and breaks the process. And it's Win7-specific problem which they didn't really test so it makes sense. Win8+ must work by default (different issues).
