Sorry for the late reply. Anyways this is how it works normally.
originbf3launch.png
Or you can just use the old desktop shortcut method. But using these ways the game will launch in singleplayer mode.
So if you want to launch it in multiplayer mode you have to modify some Battlelog values. This is how I do it.
blogbf3launch.png
I open the Chrome Dev Console (F12) and then I edit this:
launcher.userSettings[2]["commandLine"][1]
These are the default command lines:
-webMode MP -Origin_NoAppFocus -onlineEnvironment prod
Then I just another command lines and it works.
List of command lines that I know and should work:
-alwaysOnTop
-lowPriority
-noBorder
-noResize
-noTaskbar
There are definitely others but they either don't work or I don't how they work.