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Help us translate Steam


I'm afraid you wanted to post here
Just download the EU client, which you should get the choice to do so after registering the key on Battle.net, and change the language to whatever you want.
It should never just "fail to run" because it's an EU key.
Also, always contact customer support. They will always help you. I have the privilege of knowing a few people who work in that department and they work as hard as they possibly can to keep you a happy customer.