"Battlefield V is no longer downloadable or playable through the EA app"

This is the error I'm getting when trying to launch the game. When searching for this exact error I literally get only one result, the advice there unfortunately didn't help. Tried clearing cache (app recovery), restarting app/EA services, repairing game files, launching directly from the .exe but alas. Any ideas?

I bought the game (again) recently because of the sale - I already owned standard edition, bought premium. I can run BF1 just fine.