PC EA app - "The app crashed unexpectedly" or "Background Services Crashed"

Error report ID:  867b5f23-852c-42d2-ace3-e05603e592b5

I see ILLEGAL_INSTRUCTION error in various EA log files - 

[Exception info]
Date: 2024-04-23
Time: 20.40.43
Thread: id: 2620, sys id: 6116, name: (unavailable)
Type: ILLEGAL_INSTRUCTION
Instruction address: 0x00007ff7c77d0246 "C:\Program Files\Electronic Arts\EA Desktop\EA Desktop\EALaunchHelper.exe":0x0001:0x0033f246

[Exception info]
Date: 2024-04-22
Time: 19.36.15
Thread: id: 3608, sys id: 7152, name: (unavailable)
Type: ILLEGAL_INSTRUCTION
Instruction address: 0x00007ff6a4d1ae26 "C:\Program Files\Electronic Arts\EA Desktop\EA Desktop\EADesktop.exe":0x0001:0x00b49e26

[Exception info]
Date: 2024-04-22
Time: 19.36.17
Thread: id: 1940, sys id: 3000, name: (unavailable)
Type: ILLEGAL_INSTRUCTION
Instruction address: 0x00007ff65fea1346 "C:\Program Files\Electronic Arts\EA Desktop\EA Desktop\EALocalHostSvc.exe":0x0001:0x002e0346

C:\Users\<username>\AppData\Local\Electronic Arts\EA Desktop\Logs

Clear cache / repair - no difference, still error and can't launch EA app.