Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
November 30, 2020
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites: is no more as Blizzard rolls out rebrand is no more as Blizzard rolls out rebrand

March 24, 2017 | By Chris Kerr

World of Warcraft developer Blizzard has laid the "" brand to rest after two decades of service. 

The change was implemented last night (in Europe, at least), with some Reddit users noticing the name had been dropped in favor of 'Blizzard' after restarting the client. For many, it marks the end of a golden era. 

"It's such a minor thing, and sort of funny that it bothers me so much, but it's going to take a while to get used to the new icon on my system tray," wrote one redditor.

"I'm in the same boat. I know it really doesn't matter and I shouldn't care, but it's sad to see go. So many fond Warcraft 3 memories there," chimed another.

Blizzard explained it would be dropping the famous moniker back in September, largely because some users seemed confused by how the Blizzard and brands related to one another. 

"We've seen that there's been occasional confusion and inefficiencies related to having two separate identities under which everything falls -- Blizzard and," said the company at the time.

It also makes sense on a practical level, as was initially built to support Diablo multiplayer during the days when dedicated services for playing games online were commonplace. 

These days, they're anything but. And with the idea of built-in multiplayer now more of a normal expectation, Blizzard felt the time was right to retire the name for good.

Related Jobs

Atlas Mission, by Learning Yogi (*** Award-Winning Edtech Startup ***)
Atlas Mission, by Learning Yogi (*** Award-Winning Edtech Startup ***) — Anywhere, Remote, Remote

Senior Game Designer
innogames — Hamburg, Germany

Frontend Developer (Haxe) - Video Game: Forge of Empires
Remedy Entertainment
Remedy Entertainment — Espoo, Finland

Development Manager (Tech)
Remedy Entertainment
Remedy Entertainment — Espoo, Finland

Senior Development Manager (Xdev Team)

Loading Comments

loader image