Origin has been a success for Electronic Arts, generating $100 million in revenue with 9.3 million users after its first year. But VP Andrew Wilson says he wants to "re-establish Origin as a service to gamers, not as a means to drive transactions."

Wilson told Games Industry International that the seed of the Origin idea was "a service that made your EA games better," through connecting and enhancing the games. But he says since then, "The transaction component of that service has taken a disproportionate amount of the communication and mindshare of what we really try and provide."

Now the company is thinking about the next steps for Origin, and how it will offer better gameplay and social features. He says the goal is "really coming back to our roots as a service for gamers, versus anything else that it may have been perceived to have been over the last few years by virtue of its various permutations or changes in direction."

In the last year, EA has revamped the UI, added Twitch streaming, and released a Mac client.