Blizzard is set to stop calling its online gaming services Battle.net. Instead, it will be transitioning to collectively calling them Blizzard Tech, with each of the features bearing the same branding (e.g Blizzard Streaming).
The reasoning for this change is supposedly because of “occasional confusion and inefficiencies related to having two separate identities under which everything falls—Blizzard and Battle.net.” Of course, this doesn’t answer the question of what the application itself will be called.
Battle.net technology will still be behind this name change, indicating that this is simply a rebranding exercise. Although, it must be said that the timing of the change comes at a very odd time. The name change will not be immediate, and Blizzard is saying that the transition period will take a few months to be completed.
Blizzard’s Battle.net was originally just a matchmaking service for its games like Diablo and Starcraft; but has since expanded to include a digital storefront and streaming service. Most of Blizzard’s games are also still hosted on the Battle.net domain name.
[Source: World of Warcraft]
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