As of this report the game needs to first launch with proton 7 so the EA launcher can initialize -but will fail to run the game. Then it needs to run as a latest proton version so the game can run.

I also had a thing that when there is an issue with my account, like needing to accept new TOS or any BS like that, the game won't launch but you won't get any prompt. I figured it out by mistake visiting the EA site, and logging in via browser, accepted new TOS, game launched. And this happened after i had already launched the game twice!

Other than that i didn't need to tinker with launch options, or anything else. Pretty annoying, that another game is plagued by crappy launchers