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http://www.ea.com/

http://www.origin.com/

The EADM has been rebranded into "Origin", dunno what is new, but I'm downloading it right now. Hopefully on it you'll be able to register all EA games that have serial number.
http://www.gog.com/en/forum/general/ea_launching_origin_service_digital_distribution
Ups, sorry, didn't see that.