Sign up to Origin, EA's Steam rival, and you'll get "exclusive game content" for games such as Mass Effect 3 and Battlefield 3.
EA is yet to reveal exactly what that exclusive game content is, however.
Exclusive limited edition copies of Battlefield 3, FIFA 12 will be available from Origin. Future additions will include access to the latest online betas as well as demos and try before you buy opportunities, EA said.
Exclusive game content and trailers for Mass Effect 3, FIFA 12, SSX, Madden NFL 12, Need for Speed The Run, Star Wars: The Old Republic, The Sims 3 and Battlefield 3 will be available.
Exclusive content from EA Partners games Alice: Madness Returns and Kingdoms of Amalur: Reckoning will also feature.
We already knew that the digital download of Star Wars: The Old Republic will be available exclusively on Origin later this year. At least that confirms the MMO will launch in 2011.
Origin launches today at 5pm UK time.
The Origin beta application, which you'll be able to download from the official Origin website, sits on your desktop and allows direct connection to EA content, and allows you to create and manage a personal community of gamers. You can find and connect with friends, see what they're playing, and download and play PC games from EA.
There's a mobile version of Origin, too, which allows users to play EA's smartphone games. Yep, there's a mobile version of Battlefield 3 in the works. "This is our first step in the evolution of Origin, and in the weeks and months ahead we will look to enhance the features and services as well as an expanded range of content," said EA executive David DeMartini.
"From exclusive demos to full-game downloads, Origin is the place consumers will go for the best game experiences."