Electronic Arts is renaming Origin to 'EA Desktop App'
Just a month after retiring Origin Access, Electronic Arts has revealed that the Origin name is going away entirely. In an interview with
GamesIndustry.biz, EA senior vice president Mike Blank said that the Origin software on PC is being rebranded to—hold on to your hats for this one—the EA Desktop App.
The app formerly known as Origin will also be given a visual overhaul, which Blank said will "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." I don't really care about that—just launch the game and leave me alone—but it's also getting a "better patching experience" and updates to the login process, which I will absolutely welcome.
Blank said the rebranding is part of a larger strategy aimed at putting the focus on Electronic Arts, "by creating a common and consistent brand that is centered around EA and what EA stands for."
It's dull, but at least there's no mistaking what it is.
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