EA has completed development of a service that will allow users to have a single identity across game platforms - including Xbox 360, PlayStation 3, iPhone, Facebook, and Origin - and to play with friends across these platforms.

Said service will let players begin a game on one platform and continue playing on another, according to Games Beat, and will allow players on different platforms to communicate with each other as well as play games with them. Establishing the service took more than 18 months and involved 1,500 engineers, and there's no word yet on when it will be integrated into EA's games.

EA will be able to use data collected across these platforms to enhance its game recommendation and promotion systems, taking a few hours to suggest a new game to individual players rather than the current layover of a few days.

"This will have a material effect on our costs for our digital revenues and a positive effect on our revenues," EA Chief Technology Officer Rajat Taneja tells Games Beat. "We think this will be a great differentiator for our company."