PC client permanent crashes

I've noticed the app crashing when I try to open a Bronzium pack in the in-game store - only now instead of just clicking reset, when it restarts it says it cannot reach the servers and gives me Restart or Exit Game options - if I choose "Restart" the game tries to restart and hangs on a black screen, forcing me to close the game and re-open it ... but even then, I'm just as likely to get the same Restart/Exit Game screen.

My drivers are up to date, my Windows is up to date, my game and EA App are up to date ... this is rather annoying and only seems to be happening with the EA Desktop App.