EA continues rebranding by changing “Origin” to “EA Desktop App”

Electronic Arts has announced plans to rename its PC gaming client Origin to EA Desktop App. The move is the latest in a string of rebranding efforts to create a more cohesive naming language across all of the publisher’s various services.

The news comes via Gamesindustry.biz who talked with EA’s Mike Blank who reasoned the decision as “creating 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.”

Together with the EA desktop app name, the entire client is also going to receive a major visual overhaul. This ought to make the change arguably a bigger deal for PS gamers who are accustomed to the Origin client.

EA most recently changed the name of their gaming subscription service EA Access into EA Play last month. It’s clear that all these changes recently come as part of a bigger plan to unify the user experience.

To be honest, it makes a lot of sense. EA is a brand on its own with an illustrious history that spans close to four decades. Millions of gamers already know that games under the EA banner will offer an AAA experience. Comparatively, Origin has always been a weird name since users have no reason to link the name alone to Electronic Arts at all.

There’s no doubt that EA has big plans going into next-gen and EA Play and the newly renamed EA Desktop App will play a big role in that. EA just recently revealed that the basic tier EA Play is going to be bundled for free in Xbox Game Pass Ultimate.

The EA desktop app does leave a lot to be desired when it comes to creativity, however. We’d much have preferred EA Launcher at least.