GameIndustry.biz reports that the EAs Origin desktop app has been rebranded and redesigned. EA is telling GamesBeat that the client is now set up to be called the EA Desktop App, which is faster and simpler and includes more cross-platform features. Other improvements reportedly include a better patching experience for updating the game and access to more information about the time spent playing. Youll can also access EA’s game subscription service through the client.
This is not the first step EA has taken to break away from the Origin brand. GamesBeat mentions its acquisition of Origin Systems in 1992. Last month, the company announced a rebranding of Origin Access and Origin Access Premier subscriptions. For EA Play and EA Play Pro respectively. The company also announced that EA Access, the non-original name for the same subscription service on the console, will be rebranded under the same EA Play umbrella.
Origin Access rebranded since last month
This brand change was made because EA isn’t focusing on Origin as a dedicated store for games on PC. The company announced last year that it would resume releasing games on Steam, and EA continues to add titles this year. Also, with the introduction of the EA Play subscription service (formerly EA Access) on Steam, users will be able to download and play a variety of EA games for a one-month subscription price, similar to the Xbox Game Pass. Also states. On PC, access to EA’s game subscription service was limited to Origin.
EA is not the only company trying to integrate different services and platforms under the same brand. Last month, Amazon renamed Twitch Prime to Prime Gaming to accommodate a larger subscription lineup. However, previous efforts to rename game services face challenges. After deciding that the rebranding was a marketing failure, Blizzard had to give up in 2017 to rename the iconic Battle.net launcher to Blizzard Launcher.
According to PCEA, the new EA desktop app has begun closed beta registration, but the official release date has not yet been announced.
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