EA will rename the Origin Digital Store to EA Desktop

Electronic Arts will continue to rebrand and this time will take up updating the Origin store. The new desktop application will be called EA Desktop and will become a “new generation PC gaming platform”.

According to the publisher, EA Desktop will be more convenient for the user than Origin: the navigation system and design will change in the application, downloads and updates will work faster, and it will also be possible to monitor the time spent in the game and communicate with gamers on other platforms. In addition, gamers will have access to EA Play and EA Play Pro subscriptions.

The current rebranding is part of a unified strategy, EA clarifies.

Recall: back in mid-August, the company combined EA Access and Origin Access subscription services under the common name EA Play. A couple of weeks later, EA Play appeared on Steam. And last week, the same subscription was included for free in the Xbox Game Pass Ultimate.

In an interview with GamesIndustry, EA representatives noted that the goal of change is much broader than just giving universal names to services. Ultimately, EA wants its games to be platform-independent.

The company’s position is simple — a gamer should be able to play the game he likes on any device through an EA Play subscription. Probably, this means the emergence of a full-fledged cross-platform environment that supports crossprogress.

“Before there were games in the cloud, it was unthinkable to imagine that you could run AAA games on a smartphone,” says Mike Blank, Vice president for Strategic Growth at EA. “And the cross-game becomes the basis for the largest modern titles, which assume that you can play on any platform.”

“In the future [we want to create a world] where I have one login, and with that one login I can access my subscription on any platform I want to play on. It won’t happen overnight. But gaming is already becoming more interconnected.”

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• Is there any news?