Electronic Arts is distancing itself entirely from the Origin name, as users can see from the service Origin Access being replaced by EA Play. Now the Origin desktop app, where players can access EA's games through PC, is being rebranded to be the "EA Desktop App" instead.
It hasn't been that long since EA Play got an overhaul, as the subscription service came to Steam and allows players to access major EA titles through the other game store. EA games weren't always available on Steam, with titles like The Sims 4 only available through the Origin desktop app. These games can still be purchased, updated, and played through EA's app, but it's getting a new name and a new look.
EA Senior Vice President Mike Blank announced the rebrand and move toward EA putting its name explicitly on its services, as well as an upcoming UI and visual overhaul of the desktop app. Most people associate EA with Origin, for better or for worse, even when it comes out with games like the terribly-rated Madden 21. But it looks like EA is trying to make that connection even more explicit and unify its brand to be more consistent, perhaps in an effort to salvage some recent negative reactions some of to its games.
Blank says the app will present users with a smoother and quicker experience, with an increased focus on social interaction that he remains pretty vague on. More importantly to many users, the app no longer known as Origin is increasing its security with login updates and what Blank calls a "better patching experience." To Blank and many other people at EA, this isn't just a name and UI change, it's a refocusing of what the company wants to focus on.
Some people may be reminded while reading this of Blizzard's failed attempt to rename Battle.net in a similar effort to unify its brand around the Blizzard name, and yet players wishing to launch Blizzard's games still use Battle.net today. However, Origin/EA Desktop App may have an easier time changing the name, since "Origin" hasn't been around for multiple decades. "EA Desktop App" isn't catchy and is two words longer than the original name, but at least it's immediately clear what players are using.
EA has a closed beta registration opening up to test out the new EA Desktop App, and hasn't yet announced when the change will go in effect. Fans should stay tuned for more details as EA comes out with more information.
Source: Gamesindustry.biz