Blizzard Dropping Battle.Net Branding

Blizzard Dropping Battle.Net Branding

Blizzard Entertainment has decided that having a different name for its online services isn't useful.

Way back in 1996, Blizzard launched Battle.net as the defacto online service for all Blizzard titles, which eventually included the Diablo, Starcraft, and Warcraft franchises. Twenty years later, Blizzard has decided that its time to shelve the Battle.net name for good. Instead, all of the services that are currently wrapped up in Battle.net will be known as Blizzard Tech.

The Battle.Net name doesn't factor into the current client heavily.

"When we created Battle.net, the idea of including a tailored online-gaming service together with your game was more of a novel concept, so we put a lot of focus on explaining what the service was and how it worked, including giving it a distinct name," explained the company in a news post. "Over time, though, we've seen that there's been occasional confusion and inefficiencies related to having two separate identities under which everything falls-Blizzard and Battle.net. Given that built-in multiplayer support is a well-understood concept and more of a normal expectation these days, there isn't as much of a need to maintain a separate identity for what is essentially our networking technology."

"We're going to be transitioning away from using the Battle.net name for our gaming service and the functionality connected to it," said Blizzard. "Battle.net technology will continue to serve as the central nervous system for Blizzard games-nothing is changing in that regard. We'll just be referring to it as Blizzard tech instead. You've already seen this recently with things like 'Blizzard Streaming' and 'Blizzard Voice,' and more changes are on the way."

Surprisingly, a number of respondents to Blizzard's news post want the Battle.net name to stay around. The online service was a formative part of their gaming years and people generally dislike change. I understand this to a point, as it's easier to say "Battle.net is down for maintenance" than saying "Blizzard is down". Regardless, the services will remain, just under a different branding and it's unlikely that players will miss the old branding within a few years.

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Mike Williams

Reviews Editor

M.H. Williams is new to the journalism game, but he's been a gamer since the NES first graced American shores. Third-person action-adventure games are his personal poison: Uncharted, Infamous, and Assassin's Creed just to name a few. If you see him around a convention, he's not hard to spot: Black guy, glasses, and a tie.

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