Electronic Arts Vice President Mike Blunt in an interview for GamesIndustry.biz spoke about the upcoming redesign of the Origin store. It will be renamed and improved. The store will be named EA Desktop App.
The publisher wants to draw the attention of players to the EA brand, which, in fact, can be seen from the following store name. In addition to the redesign, the online store will receive a redesign, and users will have to get an improved experience, as the program will acquire a more intuitive interface. This is not to say that EA will implement improvements in the distant future, because now a closed beta testing of the program is already underway.
With the same goal of attracting players to the EA brand, Origin Access was previously renamed EA Play.