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uninstall Xbox app then reinstall.
Uninstall and install again does not work, at least for me...
Same issue hereSame exact issue. So damn frustrating. However, this seems to be a Microsoft Store issue and not EA so we're probably not going to see an official EA response on this.

For me the issue was that I already had EA Desktop beta installed on my Windows 10 PC.
I had to completely remove EA Desktop/EA Play from my PC and then open Xbox app and click on the EA Play stuff in there which then opened the newly installed EA Desktop app and allows me to add games, install etc.
All I had to do was to create a NEW EA ACCOUNT since appearently EA Desktop App uses a get from microsoft API requiring the SAME EMAIL THAT YOU USE ON YOUR MICROSOFT ACCOUNT. So, basically, your EA ACCOUNT gotta have the same email adress as your microsoft one.