Electronic Arts Inc. is starting an online service to sell downloadable games directly to consumers, as one of the world's biggest makers of videogames steps up a push to offer more of its wares over the Internet, rather than through discs at stores.

The Redwood City, Calif., software maker plans to unveil the service, called Origin, on Friday.

It will include an application, akin to Apple Inc.'s iTunes, that is designed to let consumers purchase, download and keep track of games for PCs, such as the company's "Battlefield" combat and "Need for Speed" racing games.

EA's service, which will open with more than 150 titles for sale, will also try to attract users with a range of Facebook-like social-networking features that let gamers on a variety of devices broadcast messages to online friends when they defeat online opponents or accomplish other gaming goals.