“And what signals it is this inflection about how EA stands for bringing your players together around the games they want to play on the platforms they want to play on. “All of that is signaled by creating a common and consistent brand that is centered around EA and what EA stands for,” Blank says. EA, he says, wants to better enable player choice in regards to what platform they play EA games on, prioritize cross-platform play, and generally break down barriers to having access to EA games. The rebranding itself, Blank says, ties in with a broader company strategy that EA has been executing visibly the last several months with all its aforementioned branding and EA Play-connected changes. That means making the app an overall more streamlined experience involving fewer clicks to navigate, along with other details such as desktop background updates, a “better patching experience,” and UI updates to login, registration, and game libraries to make them clearer and easy to understand quickly. Speaking to, EA SVP, strategic growth Mike Blank says the overhaul is intended “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.”
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Today, EA has yet another piece of interconnected news to share: it’s rebranding its Origin desktop app to simply be called the EA desktop app, alongside giving its PC platform a visual refresh. Hear what he has to say in a report from below: Not only that but he promises that the new EA Desktop App will offer a faster, frictionless, more socially-oriented experience for the players. In an interview with EA’s SVP Mike Blank has confirmed that Origin will change its brand and name to “EA Desktop App” for a more streamlined experience. Origin isn’t only changing it’s subscription name f rom Origin Access to EA Play and bringing a whole new program design to the table.