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Blizzard Dropping Name

Blizzard announces they are embarking on an unbranding campaign for They launched the online service for their games in late 1996 around the launch of Diablo. The service is remaining in place, they are just dropping the name after 20 years in favor of the catchier "Blizzard tech." Here's word:

We’re going to be transitioning away from using the name for our gaming service and the functionality connected to it. 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 it as Blizzard tech 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, 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 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.

We just wanted to make sure everyone was aware as we moved forward with this change over the next several months; we’ll provide any relevant updates as the transition progresses.

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