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EA to phase out Origin brand with renamed desktop launcher

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renaming its Origin Access subscription service to EA Play, Electronic Arts is set to completely pitch the Origin brand with a revamped desktop app called EA Desktop.Mike Blank, the senior vice president of strategic growth at EA, revealed the upcoming rebranding during an interview with gamesindustry.biz.

He also noted that the EA Desktop app won’t simply be a name change, but will arrive alongside a revamped launcher.The overhaul is meant to “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”, Blank explained.

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