Blizzard now allows you to register a "Blizzard Account" that will sync up with purchases from the store, but more excitedly once you register an account you get two major bonuses.
- Your Blizzard Account is now the main place for you to enter Blizzard's Beta-Test Eligibility Lists. So make sure you setup an account and tick the box inside your Email settings to enter yourself into the Blizzard Beta Lottery.
- A major new function now available is the ability to download copies of Blizzard games that you have previously purchased. You need to log into your account page and then go to the Games tab. Inside you'll be able to input the CD-Keys from StarCraft, StarCraft Battlechest, StarCraft Anthology, Warcraft III, Warcraft III: The Frozen Throne, Warcraft Battlechest, Diablo II, Diablo II: Lord of Destruction, Diablo II Battlechest (Diablo II downloads will be made available soon) or World of WarCraft, though WoW client downloads are still handled through the WoW website.
Clearly between the recent updates to WC3 and SC removing the requirement for your CD to be inside the computer to run the game, and now digital downloads for games you've purchased, Blizzard is moving themselves to the head of the pack when it comes to digital distribution and ease for their games. Hopefully this is a trend that we'll see carried onward with the release of SC2.
The Store now also features most of the Blizzard Licensed Products, including: Board Games, Figurines, Novels, Strategy Guides, and Misc. other products. A new StarCraft Anthology was released, basically a digital download of SC & SC:BW, without the added expense for the BattleChest that includes Strategy Guides.