This happened on "Bright Memory" (not Infinite) 1.0.0.2, installed from Galaxy.

tl;dr
For the solution scroll to the bottom.

Some explanation first:

I installed the game with Galaxy, and the only option present to play was the PLAY button.

It gives an error that DX12 is not supported and tells to remove the options from the command-line...
but there are no options/arguments in all these locations:
- in the Galaxy game launch aguments
- in the link ".\Bright Memory\Launch Bright Memory.lnk"

All of them just launch the executable called:
.\Bright Memory\BrightMemory_EP1\Binaries\Win64\BrightMemory_EP1-Win64-Shipping.exe

There is also another executable in the main folder, but gives the same error:
.\Bright Memory\BrightMemory_EP1.exe

In the main folder anyway there are two other links,
that actually contains the respective arguments ("-dx11" and "-dx12"):
.\Bright Memory\DX11(Default).lnk
.\Bright Memory\DX12(RayTracing).lnk

The "DX11(Default)" is the one that starts the game without issues, but only works if launched outside Galaxy.

To make the Galaxy PLAY button to launch the right version of the game, some manual corrections are needed.

[SOLUTION]

From the game profile page, go to:
Manage installation -> Configure -> FEATURES
Check "Custom executable / arguments"
Click "Duplicate" (it will create another launch entry, under the default one)
In the "Arguments" textbox add "-dx11"
Check "Default executable" (of the last entry)
OK

Now the PLAY button will launch the DX11 version of the game.

I hope anyway that this option will be already present in some future patch.

If you want a working Galaxy overlay as well, you can use my solution. Just download the fix and follow the instructions that can be found in this thread. :)

I don't use overlay, I disable them everywhere I can, but thanks for the info, it could be useful for some people.