EA ditching Origin name with new EA Desktop app as part of ongoing rebranding efforts – Eurogamer.net

The goal, says Blank, is to create a “smooth, quickly, socially-oriented experience for our players, where it becomes the best location for them to connect with the individuals they wish to have fun with in the video games they desire to play”.

Blank states the relocation signals “a principles that is critically essential to us and that we understand that’s important to our players”, and is part of a continuous push to use gamers more option in regards to the platforms EA games are accessible on.

It’s a philosophy that’s seen the publisher make a variety of substantial relocations in current times, bringing its once primarily Origin-only PC catalogue to Steam and revealing its EA Play membership service will offered as part of Xbox Game Pass Ultimate and Game Pass for PC later this year. Blank likewise says cross-platform play will be a crucial part of EA’s future strategies.

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Plus redesign and brand-new features incoming.

Last month, EA revealed it would be consolidating its EA Access and Origin Access membership services and rebranding them as EA Play, and the publisher now states its Origin desktop launcher is getting a brand-new name and overhaul as part of its rebranding push too.

EA’s PC desktop customer has actually utilized the Origin name given that the service introduced in 2011, however the long-running brand name will soon be phased out entirely when the publisher’s overhauled PC customer, understood merely as the EA Desktop app, shows up.

Speaking to GamesIndustry.biz, EA’s senior vice president of strategic growth Mike Blank explained the new desktop app will not simply have a new name; it’ll use a streamlined, more quickly accessible user experience, brand-new functions including background updates, a “better patching experience”, plus improvements to video game, login, and registration libraries.

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