Blizzard make U-turn on Battle.net name removal

Apparently, Blizzard recognized the confusion and is now reverting back to the Battle.net branding it never fully abandoned.

Blizzard has announced that it won't go through with its plans to remove the instantly recognizable Battle.net moniker from its online service and games. No one is going to actually say that anyway.

The firm will now join the two names in a bid to unify the brands and retain the legacy of the 21 year old service. StarCraft was the true game-changer for Battle.net, requiring real change to their systems due to needs of the time, thus becoming the, as Blizzard puts it, "central nervous system" and "connective tissue" that Blizzard fans know and love. You play Blizzard games in the Blizzard App. Makes sense, right? "It represents years of shared history and enjoyment, community and friendship, for all of us and our players". The first was that people got used to calling the program Battle.net, and habits are hard to break.

The new/old name will be a slightly modified take on the original, going from Battle.net to Blizzard Battle.net, reflected in the new logo "and in general when we refer to it in print".

Yet it appears the rebranding effort hasn't gone all that well, as the Battle.net name was still showing up in official marketing material and in various places across the company's websites and apps.

Writes Blizzard, the company realized that the rejection of the name Battle.net not be painless. The whole thing was one giant rigmarole. Launched back in 1996, Battle.net has been how every player of a Blizzard game has authenticated their online account and, more recently, purchased and launched Blizzard-made games on PC.

Vanessa Coleman

Comments