Agree, what you have pictured is not an ekey. I've attached what my ekey is vs the diagnostic drive which is on top. Looks like maybe you have some sort of diagnostic usb inserted and maybe it's corrupted. Ekeys run around $300 and can't be copied like diagnostic drives. A diagnostic key won't help with the no game error, you def need an ekey; but at this point you'd be better off starting fresh in which case upon boot you need both ekey and diagnostic key inserted, should boot to a menu to allow you to wipe drives + memory, basically like a recovery disk for a PC.