Origin Desktop App Being Renamed

In an interview on GamesIndustry.biz, Electronic Arts' Mike Blank fills in some more blanks about EA's plans to continue rebranding and repositioning their services. He tells them the Origin desktop app will be given a visual refresh and will be renamed the EA desktop app. Just last month they announced EA Play as the new name for the services formerly known as EA Access and Origin Access. Mike explains this is all part of an effort "to create a more frictionless, fast, socially-oriented experience for our players." Here's more:
"All of that is signaled by creating a common and consistent brand that is centered around EA and what EA stands for," Blank says. "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. So yeah, it's not just a name change. It really signals an ethos that is critically important to us and that we know that's important to our players."