They did reuse the models, Dice and various EA studios have been doing it in Frostbite since FIFA switched over to Frostbite.
There are a heap of models shared between battlefield games, battlefront, Fifa and I would expect Madden and Mass Effect to also reuse these models.
If you are wondering where the models are used in Fifa - look at the coaches / managers for smaller clubs and other staff, ie referees.
They would be using a character creator in a program like Houdini - (Dice used Houdini for buildings, materials and effects for a number of games, so I would expect them to also be using this or something similar for character models), and then make slight alterations.
Houdini is specifically set up for this - it is procedural code / node based modelling, which keeps a history of all actions to get to the stage the model is at; so you can change something like shifting / rolling the eyes, adjusting the jaw or adding scratches and the mesh / material shaders automatically update to create the final mesh.
There are plenty of other programs with similar systems, and I would imagine very few character modelers for AAA games would be manually modelling individual character meshes from scratch nowadays if it could be avoided.
The exception to this is something like Super Smash Bros where each character looks very different, is a different size, different skeleton, different animations, different rendering shaders (ie toon link).
Otherwise the major exception is when a model is based on a real person / actor - such as Boris in BF2042, but that would usually be 3d face / body scan info merged into a character creator system like one set up in Houdini.
Dice are using the same base model / character system they have previously used, barely adjusted the initial values they had for this particular character in Battlefront and have made minor changes on top. Otherwise they could be reusing the same actor resulting in a slightly different mesh from each face scan - Mackay in BF2042 is a face scan and the same actor was used in BF4 - but these are face scans done 8 or so years apart.
What is less likely is they created three character models from scratch that look extremely similar and all appeared in their 3 most recent games.
In short, this is very standard for a videogame to be reusing assets, what is more surprising is they didn't make more changes; whilst the same base model / character system is being used, the meshes are different (there are slight alterations). The character modeler probably would have taken a similar amount of time to generate a new face or adjust the existing face so there isn't a resemblance.