“And the things that you’re seeing in market, such as our EA Play gaming subscriptions, are designed to help break down barriers to play.

“This move aligns to the strategy, which is to help players play our games more effectively,” Blank said.

In the long term, EA wants its games to be platform-agnostic. It’s a team in charge of things like making all of EA’s games playable wherever players want to play them and ensuring that the games can work with cross-play, cross-progression, and cross-generation in an era where games like Fortnite drove such changes. EAXīlank leads a team at EA dubbed EAX, which builds products that connect players together and connects them with their games. You’ll keep full access to all of your Origin content. If you’re an Origin player, your games, progress, and friends will carry over. Anyone can register for the beta, and EA is sending out download invitations on a first-come, first-served basis. You should find it easier to find and install new games or just play via your EA Play membership, Blank said.ĮA is also rolling out new benefits for EA Play and EA Play Pro subscription members.

The new app promises a faster experience, fewer clicks to jump back into your favorite games, and Playtime Controls to help you keep tabs on how much time you and your family spend playing. “We have revealed some of this, but we haven’t revealed all of it.” “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. That happened the same week that Amazon rebranded its Twitch Prime membership service as Prime Gaming, with the goal of reaching a broader audience. On August 14, EA said it would rebrand its EA Access and Origin Access subscription game services under the EA Play brand name. 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.

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