The nine-year-old Origin name will not be used anymore.

EA will now simply call its PC gaming client the EA desktop app.

The company told GamesIndustry.biz that the name change is a part of a platform upgrade “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.”

Origin was originally launched in 2011 as a platform for all EA games with the ultimate goal to compete with Steam at some point. Eventually, they also added a gaming subscription service called Origin Access.

"All of that is signaled by creating a common and consistent brand that is centered around EA and what EA stands for," Mike Blank said. "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."

What do you think about this rebranding? What's next for EA?