If a player chooses to link their Origin ID to the voting page, for example, this will give them a bonus for various actions that they perform in-game. It’s enough to just play the game continuously to earn points, but additional bonuses are given for games that have been won.
Goals earn points as well, as each goal gives a player a quarter of a point to use in their voting. It looks like EA are trying to stimulate those with the best skills as much as possible, and they’re trying to get as many players involved as they can.
Points can be earned in any game mode as well, the only requirement is that a player has linked their Origin account, the rest is done automatically and players don’t have to perform any special actions to get their points for their in-game actions. Rather, they simply have to start playing, earn points and use them to vote for their favorite player every day until July 5 when the voting ends.