KEY POINTS

  • To simplify searching for its services, EA Access and Origin Access will now be merged under the banner of EA Play
  • Rebranding and streamlining is nothing new as recently, even HBO did so by placing HBO Now, HBO Go, and DC Universe under the singular banner of HBO Max
  • The rebrand comes at a time when EA is bringing its subscription services to Steam for the first time in nearly a decade

In an effort to simplify searching for its services in a crowded streaming market, Electronic Arts are rebranding both its EA Access and Origin Access services under one banner, namely, EA Play.

Rebranding is nothing new for companies and it seems to be a trend once again these days even as HBO did so recently after AT&T acquired Time Warner 2018 and became WarnerMedia. Recently, a lot of their streaming services that were under HBO Now, HBO Go, and DC Universe have been transferred to HBO Max and HBO.

By getting rid of the HBO Now name and sunsetting HBO Go, it is theoretically easier for consumers to find the service they want and sign up for it.

In the case of EA Play, The Verge notes that there are no additional financial changes for customers, and the rebranding does not require any additional effort for people to play games under their current subscription. EA describes the rebrand as “an important step in streamlining our services to ensure that being an EA Play member is the best way to play,” in a new blog post.

At present, EA Access runs for $4.99 a month or $29.99 a year. Origin Access is the same price, with Origin Access Premier running $14.99 a month or $99.99 a year. EA is likely hoping that combining EA Access and Origin Access under one banner will make it easier for people when shopping around.

The effort to streamline as well as rebrand comes at a time when EA is preparing to bring its subscription services to Steam, the first time that it is returning to the service in close to a decade.

“EA Access and Origin Access Basic will become EA Play, and Origin Access Premier will change to EA Play Pro,” the blog post notes. EA is supposedly “adding even more in the coming months, starting with exclusive in-game challenges and monthly reward drops for members on select titles.”

Alongside "Star Wars Squadrons" in 2020, EA fans can also look forward to "Madden NFL 21" and "FIFA 21," which will be released on PlayStation 4, Xbox One, and PC on August 25 and October 9, respectively, IGN reports.

Exclusives will include “early access challenges and rewards like Ultimate Team Packs, exclusive vanity items, cosmetics and more,” but will vary by title. As part of the change, EA’s annual EA Play event that occurs at E3 will become EA Play Live.

The changes to EA Access, Origin Access, and Origin Access Premier will go into effect on August 18.

Electronic Arts
Electronic Arts is not ditching “FIFA” loot boxes despite crackdown. Reuters/Lucy Nicholson
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