Electronic Arts only just announced their online digital-distribution service Origin earlier this month, but EA Games Label President Frank Gibeau's hoping that the newly christened service will be able to topple its competitors in the time to come.
"It's something we've been doing at EA for three years now. Really transforming EA from a fire and forget packaged goods business to an online services company and Origin is the next iteration of that strategy or the next milestone in that strategy," said Gibeau.
"For us it's really about, we're the worldwide leader in packaged goods publishing, we'd like to be the worldwide leader in digital publishing. And we think that EA has unique strengths there related to what we can do with our content, because we're a content creator as well as a retailer in this business. But in general it's not just a retail site, it's a community, it's a platform, it has traits much like you see with Steam or PSN or Xbox Live, but it's unique to EA."
EA will be releasing upcoming MMO Star Wars: The Old Republic exclusively through Origin. Gibeau describes the move as a way to "build an audience" for Origin.
"It's also an opportunity for us to better manage the downloads and how we bring people over from the beta and that sort of thing...at the same time if we can use exclusive content or other ideas to help grow our audience then we're going to do that because we're growing a platform."