Is this recent damage, on a machine you know the history of? I.e. the machine was fine and then you or someone else came in one day and found it like that? Or are you looking at a machine that's new to you, and the damage occurred at some unknown point in time prior to your first time seeing the machine?
If the former: is the machine located near a window? Any chance there's some window glass nearby that might have focused sunlight and heated the rubber up? Or maybe a hanging decorative prism/crystal/etc. If the latter, I guess the "why/how did this happen" isn't all that important.
As far as cleaning up, I don't know. I guess someone who knows playfield restoration can give better advice. Maybe the "compressed air upside down" trick can freeze the rubber hard enough it will pop off on its own, or at least with just some gentle persuasion. Or maybe a light touch with a heat gun could soften it enough to clean it up without damaging the paint underneath.