I feel like it might be a bit like Ubisoft, although not as bad.
Ubisoft is going back and adding Steam Achievements to all or many of their games, and maybe try to get a better image
EA has some bigger titles not perform like they'd like, e.g. Veilguard, FC 25, maybe Immortals of Avernum, Wild Hearts, Dead Space remake, etc., so they might not want to let it get as bad as Ubi, with some small, easy "wins."
This is just my theory, of course, I don't really know anything.
Nothing. PES is now eFootball, which only had one release 2020 (and an update for 2021).
Probably just not as many people spending money on Ultimate Team packs.