BattleTag

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The BattleTag is a player-created name that serves as your Battle.net title. It is used in all Blizzard games, as well as on their forums and community websites. Players create a name of up to 12 characters, and this becomes their official title on Battle.net. Your BattleTag is what other players see on your Diablo III characters, and what appears on their Friends List.


BattleTags Introduced

The BattleTag was introduced in December 2011.[1]

A BattleTag is a unified, player-chosen nickname that will identify you across all of Battle.net -- in Blizzard Entertainment games, on our official websites, and in our community forums. Similar to the Real ID system, BattleTags will ultimately give players on Battle.net a new way to manage public profiles, find and chat with friends they've met while playing, form groups, and stay connected across multiple Blizzard games.

The BattleTag system is an evolution from the Real ID system Blizzard attempted to introduce in early 2011, until massive fan outcry over the privacy issues forced Blizzard to rework it.


Adding Friands

The BattleTag FAQ answers this question neatly enough.

To add a friend via their BattleTag manually in the Diablo III beta client, simply type their BattleTag and code (e.g. DemonStomper#1537) into the Add a Friend field in the Add Friend interface. This will send the player a BattleTag friend request; if the other player accepts your request, your BattleTags will appear on each other’s friends lists.