Enlarge / A new logo for an old brand name. (credit: Blizzard)
Remember last year when Blizzard announced it would be “transitioning away” from the 20-year-old Battle.net moniker for its online service in favor of “Blizzard Tech.” You’d be forgiven for forgetting because both Blizzard and Activision were still using the Battle.net name heavily this May when they announced Destiny 2‘s move to the service.
This despite the fact that the rebranded “Blizzard Launcher” was months old at that point, even though no one was really calling it that.
Apparently, Blizzard recognized the confusion and is now reverting back to the Battle.net branding it never fully abandoned.
In a blog post yesterday the company explains its online service will now be called “Blizzard Battle.net” going forward:
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.
This might not seem like a big deal; as Blizzard says, the underlying technology powering these games hasn’t changed at all.
But as Blizzard also acknowledges, “names are important, too,” and abandoning one with the history and awareness of Battle.net without a focused and heavily promoted replacement didn’t really work out.
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