Archetypes are for builds.

Ea stole the builds system from 2k and im kinda a fan. There's 4 position types and then 4 builds for each of those type(except keepers) with 3 specialization per build. For example if you picked the playmaker build. You can attach a David Beckham specialization that boost you're crosses from the wing. There's a long shot specialization inspired by Zidane. This pertains to player career mode only and isn't going to carry over in other modes (except clubs im assuming but I haven't checked)