EA's Origin Service has proven to be popular with gamers, as the digital distribution service has over 40 million customers.
However, this has not stopped EA from trying to improve the platform more, as it tasked Andrew Wilson with building up the brand even more so than previously. While some gamers have criticized the EA and Origin for focusing on Microtransactions and other sales items, Wilson believes the time has come to change that perception. As Wilson stated in an interview with GamesIndustry International:
"I think when I look at the journey that service has taken, I think the transaction component of that service has taken a disproportionate amount of the communication and mindshare of what we really try and provide, and the barrier that that puts in between you and the game that you want to play...When I speak to the team now, they're very energized about this concept of 'Listen, the transaction is really a very small part of the experience; that's really not what this is about,'"
Wilson also hopes that the ease of use that Origin provides will eventually becomes the focus with gamers, and not the transaction portion of the service.
"I don't want to have multiple technologies installed...I don't have to have separate technology. Origin does that. So if you take away the transaction part of that, which for us in all honesty is a very small part of the service, and you think about consistent downloads, consistent access and understanding of friends' presence, you think about game enhancements like chat and one-click join and in-game overlay, and all of a sudden you start to get to what Origin is - which is a service that makes your EA games better."
While EA is certainly ambiguous with their goals of Origin, considering the large customer base they have to work with and the roster of blockbuster games they have at their disposal, the Publisher should hopefully have the resources to improve Origin and turn the public perception of the distribution service around.