Electronic Arts has launched its own digital gaming platform called Origin, where consumers can buy and download EA titles, as well as games from EA Partners.
More than 150 titles are available from launch today, and the company notes that it will be adding many more titles in the coming months, including exclusive limited edition copies of upcoming EA titles.
Noteworthy games coming to the service include limited edition versions of Battlefield 3 and FIFA 12. EA has also confirmed that the digital download version of Star Wars: The Old Republic will be exclusively available via Origin.
Origin is a desktop application through which users can create an account and access their game library via an internet connection, much like Valve's dominant Steam platform.
EA's platform is also set to be available on mobile devices, allowing mobile users to play EA titles against each other, as well as comparing high scores and seeing what games their friends are currently playing.
"Origin is a game service with two fundamental features," said David DeMartini, senior vice president of Global Online at EA.
"Itís a download service for the very best content from EA and its partners," he said. "It also offers a social function which, over time, will connect a playerís profile with friends lists and a cross-platform feed that shows what your friends are playing and where."
EA noted that exclusive content will be made available via the Origin platform next week during the EA press conference at E3.