EA's Rebranding Plans Set To Replace Origin With EA Play

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EA's Origin Access and EA Access have quickly become some of the most popular game subscription services.

They offer players a range of new, indie and classic titles for a set price each month.

Despite Origin's success, EA is making some significant changes to their subscription service and desktop client.

Let's check out what changes EA is making.

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EA's Rebranding Plan

In August, EA announced that a rebranding of their subscription service would be taking place.

Origin Access and EA Access would be merged and rebranded into EA Play.

On top of that, EA is changing the name of their Origin desktop app.

The client will be renamed to the EA desktop app.

In an interview with GamesIndustry.biz, EA's senior vice president of strategic growth Mike Blank revealed some reasons for their rebranding plan.

He revealed they are looking to offer a more streamlined and satisfying user experience.

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By the sounds of it, the Origin app will be receiving an overhaul.

Blank described the goal of the changes, stating EA was looking to provide a "frictionless, fast, socially-oriented experience for our players."

In a competitive market, EA's rebranding and overhaul may push them to stand out from the crowd.

We'll have to wait and see how beneficial the changes are to the user experience.

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