EA announces the launch of Origin, a new online marketplace that includes its own desktop client, like an EA-specific Steam. Word is:

By visiting Origin.com today, users can set up an Origin profile, download the Origin beta application, and begin browsing titles available now or pre-order upcoming games. In addition, exclusive game content and trailers for upcoming EA titles will also be available on Origin, including Mass Effect™ 3, FIFA 12, SSX™, Madden NFL 12, Need for Speed™ The Run, Star Wars: The Old Republic, The Sims™ 3 and Battlefield 3.

“Origin is a game service with two fundamental features,” said David DeMartini, senior vice president of Global Online at EA. “It’s a download service for the very best content from EA and its partners. It also offers a social function which, over time, will connect a player’s profile with friends lists and a cross-platform feed that shows what your friends are playing and where.”