News Branding is Still Dead

Despite Destiny 2 gameplay reveal wording, is not returning.

If you’re like me and were most excited about what appeared like the return of the branding  during the Destiny 2 reveal, you’re going to want to look away for this one: It’s not returning. It’s still dead.

As you may know, back in March Blizzard announced it was rebranding the brand to what it’s now called: Blizzard Launcher. However, at last week’s Destiny 2 gameplay reveal, Bungie surprised everyone paying attention when it said that the game would be exclusive to and not appear on Steam.

For dreamers like me, it was in this moment that I thought “Oh baby, its back!” But like I said above, it’s actually not, Blizzard and Bungie just like to build me up so they can tear me back down.

Heck, Blizzard’s own blog post was titled ‘Destiny 2 Coming to’ and featured the phrase countless times. Don’t believe me? Here look for yourself:

“We’re excited to announce that we’re partnering with Bungie and Activision to support the PC version of Destiny 2 exclusively via… Being on will allow Destiny 2 to plug in to our existing global network… Stay tuned for updates as we get closer to welcoming Destiny 2 and its players to… We don’t have any short- or long-term plans to support third-party games with…”

But, the question is? Why? Why did Blizzard purposefully use the old branding? Well, speaking to Polygon, Blizzard clarified that it was a temporary measure. More specifically, it said the following:

“It’s still Blizzard Launcher. We made an exception for this announcement.”

And this measure makes sense: many people don’t even know that is called Blizzard Launcher (dumb name) yet, aka you wouldn’t want to announce the PC version of a huge game like Destiny 2 — which notably attracts a sizable casual audience — and have a good portion of said audience not know what you’re talking about. Further — though this is purely me speculating — it created more buzz than it otherwise would have, as outlets raced to cover that was back or at least appeared to be back.

That being said, my heart is broken. So thanks Blizzard and Bungie. I guess I will just have to take this one to Twitter with #BringBackBattleNet. This battle isn’t over, far from it my friends.

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Tyler Fischer

Tyler Fischer is the Assignments Editor and News Editor at DualShockers. He specializes in writing breaking news, managing assignments, and organization. Born and raised in New York, Tyler studies journalism and public relations at SUNY New Paltz. In his free time he enjoys playing and watching soccer, getting lost in game lore, and writing comedy scripts.

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