Electronic Arts has announced that the Origin name has completely disappeared, Just a month after the retirement of Origin Access. EA senior vice president Mike Blank said that the Origin software on PC is being rebranded to the EA Desktop App.
A visual revision will be made to the application previously known as Origin. Blank said about that ”this 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, besides getting a better patching experience and updates to the login process.”
Blank said there is a large strategy to put the focus on Electronic Arts, and rebranding is a part of this. EA changed the name of the Origin Access program on PC as ‘EA Play’. And Electronic Arts’ E3 presentations, also known as EA Play, will be rebranded to EA Play Live.
It has been confirmed by an EA representative that closed beta registration for a re-imagined Origin, now the EA Desktop app, has been opened. The launch date of the new name has not been announced yet.