Battle.net isn’t Battle.net anymore, even if Blizzard calls it Battle.net

Enlarge / Seriously, Blizzard, what are we supposed to call this thing?

It has been over eight months now since Blizzard made the low-key announcement that it would be "transitioning away" from the longstanding Battle.net branding in favor of a more generalized "Blizzard Tech" label. And it has been two months since the Battle.net Launcher was replaced with the identical "Blizzard Launcher" app (aka, the "Blizzard Desktop app") that now powers everything from World of Warcraft to Heroes of the Storm.

So it was a bit confusing last week when Activision used the Battle.net name repeatedly in announcing that Destiny 2 was coming to Blizzard's online platform on the PC. Blizzard seemed to ignore its own branding standards too: an official news post headlined "Destiny 2 Coming to Battle.net!" uses the Battle.net branding four times in the body text but doesn't mention the "Blizzard Launcher" or "Blizzard app" or anything similar even once.

Polygon noticed this discrepancy too and got a Blizzard representative to give a short, vague statement as to the confusion. "It's still Blizzard Launcher," the rep told Polygon. "We made an exception for this announcement."

Read 4 remaining paragraphs | Comments