Just one month after discontinuing Origin Access, Electronic Arts has announced that it will discontinue the Origin name altogether. In an interview with GamesIndustry.biz, Mike Blank, senior vice president at EA, said that Origin on PC software will be reborn as the "EA Desktop App."

The app formerly known as Origin will also get a visual makeover, which Blank said will "create a more frictionless, faster, socially-oriented experience for players and be the best place to connect with the people you want to play with in the games you want to play." But there will also be a "better patch experience" and an updated login process, which we definitely welcome.

Blank said the rebranding is part of a larger strategy aimed at focusing on Electronic Arts.

"And what it shows 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," he said. 'In other words, it's not just a name change. It's critically important to us and we know it's important to the players."

In August, Electronic Arts changed the name of its Origin Access program on PC, known as EA Access on other platforms, to EA Play. Electronic Arts' E3 presentation known as EA Play will also be renamed EA Play Live.

Naturally, I recall Blizzard's attempt to rename Battle.net to Blizzard App (or Blizzard Launcher). But Origin doesn't have the deep history or the cool name "Battle.net" that Battle.net started with the original "Diablo" in 1996! It may not immediately remind you of Blizzard's games, but at least It may not immediately remind you of a Blizzard game, but at least you'll know what's waiting for you when you register. The "EA Desktop App" isn't going to set the marketing department on fire, but it's a big win in terms of clarity.

An EA representative confirmed that "closed beta registration is now open for Origin, which has been transformed into the EA Desktop App. We're making it easier for players to quickly access the game and find friends to play with." No rollout date for the new name has been announced.

Update: Those who want to see the new EA Desktop app with their own eyes before it goes live can sign up for the beta at ea.com. The beta is not yet live, but according to the website, an email will be sent to testers "in the coming weeks" with a start date and other pertinent details.