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EA ditching Origin name with new EA Desktop app as part of ongoing rebranding efforts

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Last month, EA announced it would be consolidating its EA Access and Origin Access subscription services and rebranding them as EA Play, and the publisher now says its Origin desktop launcher is getting a new name and overhaul as part of its rebranding push too.

EA's PC desktop client has used the Origin name since the service launched in 2011, but the long-running brand will soon be phased out entirely when the publisher's overhauled PC client, known simply as the EA Desktop app, arrives.

Speaking to GamesIndustry.biz, EA's senior vice president of strategic growth Mike Blank explained the new desktop app won't just have a new name; it'll offer a streamlined, more easily navigable user experience, new features including background updates, a "better patching experience", plus improvements to login, registration, and game libraries.

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