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Source: 
https://www.engadget.com/2016/09/21/blizzard-dropping-battle-net-name/

Now that online gaming services are a given, there's no need for special 
branding.


Battle.net has been synonymous with Blizzard for most of the game 
studio's history, and for good reason: from Diablo onward, the online 
service helped usher in the concept of free, fully-integrated 
multiplayer matchmaking. Times have changed, however, and Blizzard is 
putting the Battle.net name to rest. The underlying technology will 
remain, but you'll see it referred to simply as Blizzard technology. The 
Battle.net label is outdated in an era where native multiplayer support 
is "more of a normal expectation" than a novelty, the developer says. 
Moreover, the branding is sometimes confusing and redundant. Why does 
Blizzard have to treat its own service as a separate beast?

The transition should take place over the "next several months."

It's a sad day for longstanding Blizzard fans, but you could also say 
that it's overdue. The Battle.net name is a holdover from the days when 
GameSpy, TEN and other third-party services were virtually necessary to 
join online games for those players not intimately familiar with IP 
addresses. They lost their main reason for being when many games started 
treating multiplayer as a central feature, and broadband internet access 
made it almost trivially easy to find and join matches.


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