That is exactly what is happening to me. I tried everything. None of the exe files from the EA app folder want to start.
First I purchased Need For Speed Hot Pursuit Remastered and I can't play it because it is the only game that won't recognize my Xbox controller. Then I bought NFS Unbound and after installing it, I think the app updated, and now that is exactly what is happening, blue circle 2 times and then nothing. And now again I can't play the game I bought.
I can't believe this company that has trillions of dollars does not have a launcher that WORKS, and that they can't see how many people are complaining about not being able to run the app.