You shouldn't try and run eqgame.exe directly, you need to create a shortcut to it and add patchme after the eqgame.exe in the target field. So create a shortcut of eqgame.exe, then view the properties of the shortcut and in the target field add patchme at the end, for example should look something like:
E:\EverquestRoF2\everquest_rof2\eqgame.exe patchme
