EA's Origin service is "a huge success" in its first year, according to EA senior VP of global e-commerce David DeMartini. Despite a rough start with end-user license agreement mishaps and banning some users from playing games they purchased offline, DeMartini said the service has seen 12 million downloads and counts 50 publishing partners among its catalog.

Still, he called the first year "foundational," and he's excited to add "more sticky features" to Origin. Not, like, "We're gonna pour maple syrup on the servers," but in the sense that players will see Origin more as a service (like Steam or Xbox Live) rather than yet another digital retail outlet.

"We want to put features in place where we fully take advantage of your friends lists and gameplay activities amongst all of your friends so you can compare achievements," DeMartini said. "We want you to be able to challenge your friends, and to challenge your friends to play other EA games to try and achieve things that might even be across EA games."

DeMartini insisted that EA games removed from Steam, such as Dragon Age 2, remain off the service due to Steam's rules. "We'd love to have those titles up on Steam, but unfortunately, those titles don't follow the rules that Steam has so therefore those titles are not up on Steam."

As for the future beyond those "stickiness" additions, DeMartini noted additional publishers he'd like to see join Origin. "If Activision was open-minded, we're absolutely willing to take on their great titles. Diablo III is a great game. Call of Duty will be very popular. Take-Two ... I mean there are a couple of large publishers out there that are not on Origin."