EA has announced that it's consolidating its free-to-play Play4Free brand into Origin. Henceforth, all Play4Free titles, which include the likes of Battlefield Heroes, Command & Conquer: Tiberium Alliances and others, will exist under the umbrella of Origin Free to Play. According to EA, the only thing that will be different for existing players is that the Play4Free.com URL will officially change to Origin.com/free. Later this week, Play4Free.com will automatically redirect users to the new URL.

The reason for the move? "Convenience for players," says Play4Free vice president Sean Decker, as "Origin now becomes your single destination for paid downloadable PC games and free-to-play games alike." Thus far, the available games seem unchanged, though we wouldn't be surprised to see future EA free-to-play games requiring the Origin client to play. Either way, the move isn't too surprising, given EA's continued push to expand its Origin service.

This article was originally published on Joystiq.