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NewsAug 14, 2017 2:55 pm CT

Blizzard revives the Battle.net name, which no one had stopped using

In a move that will likely upset no one but quite possibly cause a lot of people to go, “Huh? Oh, okay,” Blizzard has decided that abandoning the “Battle.net” name it had used for over 20 years was maybe not the best move ever. It would be hard to blame you if you’d forgotten, but back in September, Blizzard wanted to re-brand Battle.net to something more easily associated with the “Blizzard” name — which they did last March by replacing “Battle.net” with “Blizzard” wherever they could.

{PB} Well, maybe not everything. Support pages, the Battle.net URL itself, numerous other locations, and even the Destiny 2 announcement all still referred to the service as “Battle.net” — which, for users who were already forgetting to abandon the nomenclature, was pretty confusing.

Really, it was a puzzling move from the beginning. It kind of made sense if you thought about it 20 years down the line and realized a new generation of gamers might eventually forget Battle.net was a thing, but for everyone else, the name was ingrained in memory.

Blizzard apparently agrees, as they’ve decided to more or less reverse this decision. Instead of just referring to services as “Blizzard” or “Battle.net,” it will henceforth be known as “Blizzard Battle.net,” which seems like a solid compromise that keeps the original Battle.net brand recognition while cementing the company’s actual name as part of the service. You can see the official announcement on the change below:

Originally Posted by Battle.net Entertainment (Official Post)
When we announced that we’d be transitioning away from the Battle.net name for our online-gaming service, we suspected that the shift would be challenging. We understood that Battle.net stood for something special—it represents years of shared history and enjoyment, community and friendship, for all of us and our players.

Battle.net is the central nervous system for Blizzard games and the connective tissue that has brought Blizzard players together since 1996. The technology was never going away, but after giving the branding change further consideration and also hearing your feedback, we’re in agreement that the name should stay as well. Take it from the developer formerly known as Silicon & Synapse, and Chaos Studios, names are important too.

Moving forward, to help offset some of the original concerns we listed back in September, we will be connecting “Blizzard” to “Battle.net” in our logo for the service and in general when we refer to it in print: Blizzard Battle.net.

We appreciate your feedback and look forward to many more years of bringing players together online.


Blizzard Entertainment

All in all, an odd saga for the company, but an entertaining one nonetheless. The main question I have left is, will they try to fit even more text inside the desktop icon now, or will we see a reversal to something with more readability?

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