Electronic Arts is pulling the original name for something new: EA plans to “double down” on its redeemed desktop app (called EA Desktop), and EA Play branding, according to a report. Sportsbat.

EA describes its new application as “the next pay generation PC gaming platform”. Using the EA Desktop app, players can subscribe to EA’s game subscription services, EA Play and EA Play Pro – from the publisher’s latest Rebrand of EA service access service. Players can then download these games to their PC and play them as long as they have a subscription.

With this rebrand and re-launch, EA will remove the original name from its suite of products. Michael Blanke, senior vice president of EA, told Games that the new EA Desktop application will be faster than the original, and let players engage in their games with more convenience. Origin, which launched in 2011, has a reputation as a platform for being slow and cumbersome, which could be a factor in EA’s overall.

The news came a few months later EA began transferring its PC titles to Steam.

When the transfer occurs, players will maintain their EA Origin game licenses and friends list on the EA Desktop application. It is unclear when the EA will end up rooted for good, and the transition to EA desktop.