With a single identity system
Electronic Arts has finished work on a new user identity system that can work across all gaming platforms. The report from Venture Beat states that the company can follow players across multiple platforms, including the Xbox 360, PlayStation 3, iPhone, Facebook, and Origin all with just one ID.
The benefit for players that use the ID system is that, aside from seeing what EA games your friends are playing, you'll be able pick up and play a game from one device to another. Granted, there's no games that offer that right now by EA but I do like the idea of it. For EA, the benefit is more with tracking activity and creating targeted ads, more or less.
Whatever the benefits, none of this really matters considering we all just quickly jab the cancel button to bypass a login prompt screen so we can actually just play the damn game.