Electronic Arts Inc. launched an online game download service called Origin on Friday, another sign that big video game publishers are betting on a future where they sell content directly to customers instead of through stores and online retailers.

Rival Activision Blizzard Inc. also announced plans this week to launch an online service for its "Call of Duty" games; that service is due later this year.

Origin, a new, expanded version of what was previously known as EA Store, has 150 games available to buy and download. Users can also pre-order limited-edition copies of upcoming titles such as "FIFA Soccer 12" and "Battlefield 3."

The PC game downloads generally cost the same as they would in a brick-and-mortar store.

Origin isn't the first game download service. Bellevue, Wash.-based Valve Corp. has a popular download engine at its game platform Steam, where customers can buy such games as Half-Life and Team Fortress.

EA said Origin will be accessible on mobile devices and PCs and will let users create friend lists and import their Facebook contacts.

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