Following last month’s rebranding exercise for Origin Access, EA has now gone further. The Origin name will be retired completely, as the gaming giant looks to move on with a march towards the next generation. In an interview with GamesIndustry.biz, EA senior vice president Mike Blank revealed that Origin software on PC will henceforth be known as the EA Desktop App.
Together with the name change comes a visual overhaul. According to Blank, the changes will “create a more frictionless, fast, socially-oriented experience for our players, where it becomes the best place for them to connect with the people they want to play with in the games they want to play.”
In addition, players can expect a “better patching experience” and an updated login process.
This latest move by EA is part of a larger corporate strategy. The idea is to put the focus on Electronic Arts itself, instead of names like Origin. Through the consistent naming conventions and such, this is a good first step. “And what signals it is this inflection about how EA stands for bringing your players together around the games they want to play on the platforms they want to play on,” Blank added. “So yeah, it’s not just a name change. It really signals an ethos that is critically important to us and that we know that’s important to our players.”
EA first started the rebranding with Origin Access. Also known as EA Access, the program was renamed to EA Play. Not to be confused with the live presentations at E3, those are now known as EA Play Live. Origin’s transformation into the EA Desktop App does not yet have a roll-out date.
However, if you are interested in witnessing history of sorts first, you can. Closed beta registrations for the re-imagined EA Origin are now open. An EA representative shared that the company is “making it easy for players to get to the games fast, and find the friends they want to play with.”
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