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Blizzard Drops Battle.net Name in Favor of Blizzard Tech Rebranding

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Blizzard has announced yet another move to shed off one of the last remaining bits of their past: dropping Battle.net.

Now before you freak out like I initially did and think their online component is going to be overhauled yet again, fear not. The developer is simply dropping the Battle.net name, in favor of something a bit more brandlike – Blizzard tech.

“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,” Blizzard said in the update.

“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.”

So, to reiterate – Blizzard is bringing their online component more in line with their other services, like Blizzard Streaming and Blizzard Voice. Part of me will forever be sad to see this change, as you could argue this is the last remaining piece of the company’s pre-Activision merger.

Battle.net was first launched way back in 1996, seven years prior to Steam ever existing. How many of you have fond memories endlessly logging onto Battle.net, years ago or more recently? Sound off in the comments below!

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Owner and Publisher at Niche Gamer and Nicchiban. Outlaw fighting for a better game industry. Pronouns: Patriarch, Guido, Olive, Catholic



20 comments
  1. Mr0303
    Mr0303
    September 26, 2016 at 7:00 pm

    One would think that they would want to keep the name – it already has a connection to older gamers, plus it sounds so general that can only strengthen their brand.

  2. Kaetsu
    Kaetsu
    September 26, 2016 at 7:16 pm

    Why not just call it Blizzard.net then? It would fix the “confusion” and it doesn’t sound as weird as “Blizzard tech”.

  3. Master Bating
    Master Bating
    September 26, 2016 at 7:17 pm

    Overbotch and Hearthstone brought a ton of new people to the service which will now buy their brand if its plastered everywhere.

  4. RockstarRepublic
    RockstarRepublic
    September 26, 2016 at 7:26 pm

    RIP Battle Net

  5. scemar
    scemar
    September 26, 2016 at 7:31 pm

    blizzard tech isn’t even cool or catchy, it’s lame, why even bother attempting to rebrand one of the oldest and most known online services if it already had a cool sounding name, specially if that’s the best they could come up with?

  6. ChaosBahamut
    ChaosBahamut
    September 26, 2016 at 8:14 pm

    Yet again ‘standarization’ sucking the life out of everything.

  7. vonSanneck
    vonSanneck
    September 26, 2016 at 8:22 pm

    I see why they would go this route: to make it a bit harder for people with lots of free time (I refuse to call them hackers) have been DDoS-ing them frequently.
    I do not own a Battle.net account and possibly never will.

  8. bigbear514
    bigbear514
    September 26, 2016 at 8:48 pm

    Exactly what I was thinking.

  9. 2501
    2501
    September 26, 2016 at 8:48 pm

    Why change the name? Battle.net has been an infamous service in PC gaming for over 20 years. First logged in way back in 2000 to play Diablo II.

  10. Tyrone Jackson
    Tyrone Jackson
    September 26, 2016 at 11:18 pm

    “Blizzard tech” sounds really try-hard, not that Battle.net is an amazing name. At least the latter has been known for 20 years.

  11. Jade Blake
    Jade Blake
    September 27, 2016 at 12:03 am

    Idiots.

  12. Smug
    Smug
    September 27, 2016 at 12:23 am

    Picture reminds me that Warcraft III online is pretty dead for custom maps

    Good memories I had with those

  13. RPGEndBoss
    RPGEndBoss
    September 27, 2016 at 12:25 am

    I remember back in ye olde days of Ogden’s Tavern, Snakegod Clan, Inferno, Tarot, Ordo Rosae Moriatur…we always just called the world “B-net”.

    I think I’ll still call it Bnet. Blizzrd Tech, or B-Tech doesn’t have the same ring to it.

  14. Madbrainbox
    Madbrainbox
    September 27, 2016 at 12:42 am

    It’s a dumb move.

  15. AR7777
    AR7777
    September 27, 2016 at 12:52 am

    I wonder how will this affect old games like broodwar, will it say connect to blizzard tech instead of connect to battle.net? Will we be able to play online on broodwar?

  16. Chino Gambino
    Chino Gambino
    September 27, 2016 at 1:33 am

    I thought battle.net was a cool name, none of the players seem confused about what it was.

  17. Chino Gambino
    Chino Gambino
    September 27, 2016 at 1:34 am

    Dota killed customs.

  18. gwadahunter2222
    gwadahunter2222
    September 27, 2016 at 1:41 am

    Blizzard.net is blacklisted due to the many the many fishing attempt

  19. No_Good_Names_Ever
    No_Good_Names_Ever
    September 27, 2016 at 2:21 am

    It was too problematic for the physically inable.

  20. Waswat
    Waswat
    September 27, 2016 at 7:15 am

    it’s not going to be “blizzard tech”… I have no clue where brandon got that from