The Origin Summer Sale kicked off over the weekend. EA's digital store is offering up to 50% off selected titles (Battlefield 3, Mass Effect 3 and FIFA 12, to name but three).
The Origin sale is running at the same time as the Steam Summer Sale, only Valve's digital store is selling selected games for up to 75% off; even better value.
EA recently suggested that Valve's considerable discounts "cheapens intellectual property," in an interview with Games Industry. EA's David DeMartini said: "Don't look for 75 percent off going-out-of-business sales."
Obviously EA thinks 75% discounts are too generous, and that 50% is a more suitable price-point. It will be interesting to see if gamers agree.