The publishing giant is rebranding its Play4Free label to add free-to-play games into its growing Origin offering.
EA has announced plans to integrate established F2P portal Play4Free and its titles into its flagship download games service, eventually putting everything under the new Origin Free To Play label.
Popular Play4Free games include Battlefield Heroes, Need For Speed World and Command & Conquer: Tiberium Alliances. Together they share a community of more than 45m users.
EA's free-to-play boss Sean Decker explained via an official blog post: "Why change to Origin Free To Play? The main reason is convenience for players - Origin now becomes your single destinations for paid downloadable PC games and free-to-play games alike. All your gaming content in one place."
Decker added that more games will be added to the range in future, and all titles can be accessed with existing Origin accounts.