Electronic Arts has clarified the benefit for EA Play and Game Pass Ultimate subscribers regarding 10-hour free trials of new products in the context of FIFA 23. On the official Electronic Arts website, there is confirmation that players with EA Play and Game Pass Ultimate subscriptions will be able to try out FIFA 23 3 days before release for a 10-hour trial:
If you have an EA Play subscription, you will be able to play the FIFA 23 10-hour trial starting September 27 on Xbox, Playstation and PC. Version progress will carry over to the full game if you choose to purchase it.
Recall that the release of FIFA 23 was scheduled for September 30, 2022. For the first time in the series, the game will receive cross-platform multiplayer on release.