is being rebranded... to 'Blizzard'

Last September, Blizzard revealed plans to phase out the name used for its online gaming service. The company said at the time that separate branding for its multiplayer platform was no longer necessary, when online multiplayer gaming is "a well-understood concept and more of a normal expectation" for its customers these days.

Many gamers were disappointed with that decision - but the good news is that the name won't be disappearing after all, as Blizzard has had a change of heart. It explained:

When we announced that we’d be transitioning away from the name for our online-gaming service, we suspected that the shift would be challenging. We understood that stood for something special—it represents years of shared history and enjoyment, community and friendship, for all of us and our players.

As a result, the company announced that is being rebranded to 'Blizzard', and introduced a new logo. The revised name is a bit more of a mouthful, but for the service it described as "the connective tissue that has brought Blizzard players together since 1996", it may well be an acceptable compromise, rather than seeing the familiar name disappear altogether.

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Source: Blizzard

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