Blizzard Entertainment’s online gaming service, Battle.net, will soon be transitioning to being called “Blizzard tech.”
The transition is only in name, as Blizzard says in their blog post that the service will continue to act with the same framework as it always has:
We’re going to be transitioning away from using the Battle.net name for our gaming service and the functionality connected to it. 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 our various products and services using the Blizzard name instead. You’ve already seen this recently with things like “Blizzard Streaming” and “Blizzard Voice,” and more changes are on the way.
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. 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.
This will allow for less confusion for sure.
For veteran Blizzard fans, it may seem ridiculous, but look at it more through the eyes of new players who may not know much about how Blizzard works:
You sign up to play World of Warcraft, you download the game, and then you see some client called “Battle.net” on your computer. When World of Warcraft takes you to the web, it takes you to Battle.net. It can be confusing and seem potentially harmful to your computer, if you don’t know that Battle.net is Blizzard.
The re-branding will certainly provide synergy and more efficiency to Blizzard.