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Electronic Arts is launching a new EA Desktop app, a beta version of its revamped Origin online gaming service that EA calls a next-generation PC gaming platform. But it’s one more app among many in the subscription-loving video game business today.
EA says the service will have faster downloads and updates, simpler access to games, and the ability to connect with friends across platforms. Gamers will use the EA Desktop app to access subscriptions such as the newly renamed EA Play ($5 a month) and EA Play Pro ($15 a month).
It’s another example of how EA is getting rid of some older brands like Origin and rallying around its own abbreviated name and the gamer-focused EA Play brand. On August 14, EA said it would rebrand its EA Access and Origin Access subscription game services under the EA Play brand name. That happened the same week that Amazon rebranded its Twitch Prime membership service as Prime Gaming, with the goal of reaching a broader audience.
“The EA Desktop app is being designed to deliver a frictionless and socially connected experience that is faster for players to get into their games,” EA senior vice president Michael Blank said in an interview with GamesBeat. “We have revealed some of this, but we haven’t revealed all of it.”
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Electronic Arts rebranded its subscription game services — EA Access and Origin Access — under the EA Play brand name.
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The big video game publisher said that the EA Access and Origin Access subscription game services would get this new name and look starting August 18. The change suggests that EA cares about what consumers think about the name and that EA considers subscription game services to be a bigger part of its future. It also comes in the same week that Amazon rebranded its Twitch Prime membership service as Prime Gaming, with the goal of reaching a broader audience.
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EA Access and Origin Access Basic will become EA Play, and Origin Access Premier will change to EA Play Pro. The benefits for the services aren’t changing, and players will still get access to a library of top titles, early game trials, and a 10% membership discount. EA Play costs $5 a month while EA Play Pro is $15 a month.
EA said it plans to add more in the coming months, starting with exclusive in-game challenges and monthly reward drops for members on select titles.
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