This wasn't my first time playing this game on the 360, thought it might as well have been. The game kept thinking I only had the trial mode, despite exiting the game, going back in, redownloading. Eventually I went to to the xbox license transfer tool, and ran that (since I hadn't really run it for the last couple of xboxes). Then I went in and deleted the game, and redownloaded it. Then, finally the game recognized itself as the full version.
Of course, by that time, I was too cranky to play it.