But the scope of Origin is set to expand beyond EA's walls, putting the service in more direct competition with other digital distribution platforms such as Steam, Impulse and Direct2Drive.
"Initially, Origin is set up to deliver EA games, but very soon, we'll be delivering third-party content to Origin," said EA CFO Eric Brown at a UBS conference in London today.
He said EA plans to "leverage our backend infrastructure -- the 130 million-plus registered users that we have, the multitude of digital payment methods, et cetera" in order to attract other companies' games to its service. The exec did not specify which third-party games and companies that are headed to Origin.
A wholly-owned digital download business would be extremely attractive to a major publisher such as EA. By selling a digital game directly to customers, the company could bypass retailers, increasing margins substantially.