Blizzard's app Battle.net has seen some significant changes in the last year. It's name changed, then it changed back. The app itself has had all kinds of extra features added. The most popular recent function addition is the ability to gift items.
From inside the app, you can now gift any item that you've received in a Blizzard game to a friend. This means you can gift any extra Hearthstone card packs you have laying around to your friends. You can also now buy items specifically as gifts through the app's store. It'll let you decide who you want to send the item to, which includes things like World of Warcraft pets/mounts and loot boxes in Overwatch, and then you can even include a special message. “Here's that Pandaren Monk you've been dying to have, Billy.”
If you're broke as all get out and can't share the love of gifting with your friends, the new Battle.net app still has some fun features for you. Group chatting has been initiated. So rather than going to an extra app or service, you can communicate with your friends/party members directly through a Blizzard product. Battle.net app users can also have a profile picture and status update.
Essentially, Blizzard is trying to make Battle.net the social platform for players of their games. How do you think they're doing?