EA Access, Electronic Arts' subscription-based service, has been providing cheap access to the publisher's games for years now. Yet it also wouldn't be inaccurate to say that EA Access has never performed up to expectations. EA Access being exclusive to Xbox One for 5 years on console certainly played a role. But even now, with EA Access on PS4 as well, Electronic Arts is evaluating ways to ensure the service's future success. One of those strategies, going into effect next week, is a major rebranding.
Starting August 18, EA Access will be dramatically changed, starting with a name change, as the name EA Access will no longer be used and EA Play will take its place. EA Play will also be replacing the name of the PC subscription service Origin Access, too. Electronic Arts describes this as a unifying of its brands and a streamlining of its subscription service. As for where the name came from, fans may recall EA Play is the name of EA's E3-adjacent event, which is being rebranded to EA Play Live.
The basic structure of the EA Play subscription service remains the same. Subscribers get access to "The Vault," a collection of new and older EA games available at no extra charge. They also get access to free trials for new games, often allowing pre-launch early access of a week or more. Additionally, subscribers can purchase games directly from EA at a discounted price. All of these features were in EA Access and Origin Access, and they'll remain in EA Play.
In addition to these classic features, EA is adding more to the service in the coming months, with new features including "exclusive in-game challenges" as well as "monthly reward drops in select titles." Exactly what these features mean will change with every game release, but as an example, EA mentions players being able to complete a challenge and earn Ultimate Team Packs. Games with these additional features include Madden NFL 21, FIFA 21, and Star Wars Squadrons.
The only other notable change is the rebranding of the Origin Access Premier service, as well. Origin Access Premier goes one step further than the base Access subscription, granting full access to all EA games at launch. Going forward, Origin Access Premier will be named EA Play Pro.
All of these naming and branding changes for EA Play will become available starting August 18. The additional features will be added on a game-to-game basis in the months to come. Stay tuned for more information from Electronic Arts soon.