Hi,
ah… the DVD version. This depends on the gameing-services, at least so far I know.
I also expect an icon on desctop, but I not own the dvd version so I have no experiance here.
May be there is a start link on the disc too ? Or in the windows menu ? Or you have to check the Windows Store whether there is a launcher, whether its in your library ?
Possible you can change the heading of your topic, so more users which own the DVD version look into.