According to EA exec VP Andrew Wilson, gamers are 100% right when they thing Origin is "just one more thing they have to install, another roadblock in the way of getting and playing a game."
He stated, "I think your perception is absolutely correct. I think when I look at the journey that service has taken, I think the transaction component of that service has taken a disproportionate amount of the communication and mind share of what we really try and provide, and the barrier that puts in between you and the game that you want to play."
Wilson states that EA is aiming to make Origin more of a social experience than just something used to download games.
"So if you take away the transaction part of that, which for us in all honesty is a very small part of the service, and you think about consistent downloads, consistent access, and understanding of friends' presence, you think about game enhancements like chat and one-click join and in-game overlay, and all of a sudden you start to get to what Origin is—which is a service that makes your EA games better," he explained.
More third party games will be one goal. "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," Wilson promised.