They've got Gameplay for the week of EA Play and Franchise for the week of E3. Sounds a lot more logical to put gameplay at a time when they can show us something rather than just talking about it.
If I were doing it, gameplay would be last because I'd want it to be the most release-like and polished it can be. I can show game modes anytime because I can show you a screen that doesn't quite work yet and keep the bugs hidden while they're still being fixed.