It seems to be linked to the in-match team tactics set by your coach.

If it's 'defensive', doing your job as a striker and staying in position for counter attack will make your match rating drop down steadily even after 5 goals and 5 assists... If it's 'offensive' during the whole match you can get 9.8 as a striker just by staying in position and passing the ball.

You can try to make the coach switch to 'offensive' by being overly agressive at every counter attack occasion, maintaining successful attack situations with a lot of passing in opponent territory, but that's the only way.

Wrecked rating system indeed, the pro carreer mode is great in Fifa but it's wasted by this crap. The goalkeeper carrier is unplayable for this very reason.

It seems to be linked to the in-match team tactics set by your coach.

If it's 'defensive', doing your job as a striker and staying in position for counter attack will make your match rating drop down steadily even after 5 goals and 5 assists... If it's 'offensive' during the whole match you can get 9.8 as a striker just by staying in position and passing the ball.

You can try to make the coach switch to 'offensive' by being overly aggressive at every counter attack occasion, maintaining successful attack situations with a lot of passing in opponent territory, but that's the only way.