“to 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.” Publisher continues brand consolidation efforts under EA Play umbrella. The publisher’s senior vice president Mike Blank says it’s all by design, though. Origin PC platform will now be known as simply EA Desktop app, and with the new name comes a visual overhaul.Īs a bluntly descriptive, functional name, Desktop app doesn’t exactly get the imagination going, and it’s difficult to see how the publisher plans to lure in new users with such a drab title.

The publisher’s subscription services were consolidated as EA Play last month and will soon feature in the Xbox Game Pass.Įlectronic Arts has announced that it is rebranding its Origin client to possibly the most uninspired name we’ve come across in a while.

The move forms part of a broader rebranding undertaken by the company recently.EA has announced that its Origin platform will soon be known as EA Desktop app.Electronic Arts launched 'Origin' nine years ago in 2011 and its rebrand - while boring, is necessary.| Source: Christian Petersen/Getty Images/AFP

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