Electronic Arts is launching a new EA Desktop app, a beta version of its revamped Origin online gaming service that EA calls a next-generation PC gaming platform. But it’s one more app among many in the subscription-loving video game business today.

EA says the service will have faster downloads and updates, simpler access to games, and the ability to connect with friends across platforms. Gamers will use the EA Desktop app to access subscriptions such as the newly renamed EA Play ($5 a month) and EA Play Pro ($15 a month).

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. On August 14, EA said it would rebrand its EA Access and Origin Access subscription game services under the EA Play brand name. That happened the same week that Amazon rebranded its Twitch…

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