EA's Vice President Andrew Wilson told GamesIndustry International at E3 this year that the company plans to "really re-establish Origin as a service to gamers, not as a means to drive transactions."

Wilson was on the initial team that planned out Origin, which he said was originally designed as "a service that makes your EA games better." Over time, however, as Chris Roberts (from the same team) told Joystiq earlier, Origin became less about adding functionality, and more about selling games in a branded store.

Origin's role, according to Wilson, is as "a complementary service that enhances your game experience irrespective of where you made the transaction. That's the shift you're going to see from us."

Wilson admits that the change will take time, but would like to send a clear message to EA's Origin users: "We get it. We understand it. We have heard, we have made some changes already in terms of how we do things, and we're looking at more changes that we'll talk about over the coming months that really are gamer-focused."