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  • 08/15/17 07:25 PM

    The Blizzard Taketh Away and the Blizzard Giveth Back: Battle.net Lives!

    GameDev Unboxed

    Jesse "Chime" Collins


    A part of gaming culture for over 20 years comes back!

    In a completely expected-unexpected turn of events, Blizzard has jumped back onto its own band wagon. Last September, Blizzard announced that their near-and-dear “Battle.net” would be no more. They were attempting a focus on the Blizzard brand itself, with features like “Blizzard Streaming” and “Blizzard Voice”. The entire Battle.Net desktop application was transitioned to be the profoundly-named “Blizzard desktop app”.

    With their announcement on Monday, Blizzard has realized their crucial mistake: “Brand Recognizably”. The Battle.net brand has been a mainstay of gamers since 1996, debuting alongside the original Diablo. While Warcraft II’s expansion pack, Warcraft II: Beyond the Dark Portal, came out the same year, it was reintroduced for free with a true “Battle.net edition” in 1999. 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.

    When Battle.Net termination was announced last year, fans called foul. Even though the program remained nearly-entirely intact, the brand itself was erased. In a rare fan feedback moment, the game company gave in. With this update, the Battle.net wording will be connected to the brand forevermore as “Blizzard Battle.net” in logos and marketing material.

    What do you think about the change to the name? Sound off below!

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    User Feedback

    Wow, that brings back some old memories! I haven't really kept up with Blizzard's games since Warcraft 3, so I didn't know Battle.Net was still a thing.

    Good to see a company taking user feedback on board though, and I think they've settled on a good compromise working in the Blizzard brand as well.

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    I'm sure several people in their brand team had already been pushing for the change as they tent to recognize the importance of existing market recognition. It seemed odd that the company would throw away a brand worth many million dollars unless they were trying to get away from the "battle" persona.  

    Hard to believe the executive team was 'accidentally' walking away from their long-term multi-million dollar brand.


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    There's always the possibility this was the plan all along, in the style of 'New Coke'.

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