Strictly speaking, Blizzard's parent company merged with Activision. Blizzard didn't exactly have much of a say in the matter.
While that is true, the Director's of Blizzard hold quite a bit of power within the Vivendi 'family', and hold quite large a stake in the company as a result; Blizzard's parent company is now called 'Activision Blizzard' not 'Activision Vivendi' for example. The exact dealings struck will never be known, however the facts speak for themselves.
...but I also don't think Activision had much involvement in that. It seems to me like they're trying to hitch a ride on the social networking bandwagon but they're getting way too excited and not thinking things through. It's almost like they don't realize that there are bad people among the many millions who play their games...
I'd go as far as to say it's a joint venture; Blizzard have tasted the money from WoW and have seen the method for making more; social networking and the advertising revenue that can be made from that.
Also, Activision Blizzard's top dog, Bobby Kotick, recently mentioned that he wants all the focus on PCs where they can make money from the online multiplayer components of their games. He uses Xbox Live as an example of how Call Of Duty is the most played game on Xbox Live, and Microsoft isn't paying Activision any money for the subscriptions they help Microsoft retain. Attempting to monatise the online community, such as having everyones real names, fits nicely into that ideal.
And clearly Activision Blizzard are aware of whats happening within their communities; the press release details how this will curb flame wars and promote a friendler community. If there is one word I'd never use to describe any of the players within Blizzard's online community, it's 'friendly'.
...Hopefully what happened with their employee will change their minds...
They'll simply make themselves immune to the requirement, to prevent any further direct backlash.
Except that it is. What they're doing now is just a step towards that. The long term goal is the integration...
I'd say it's replication rather than intergration; sending their customers to Facebook only makes financial sense if they have a deal with Facebook for a slice of the advertising revenue. Simply building their own social network based around the most popular online games in the world makes far more sense to their profit margins - and they don't have to split the proceeds with anyone. To understand why Blizzard's activities might be more money hungry than they used to be, understand that
Blizzard isn't entirely acting outside of Activision's control.