World of Warcraft developer Blizzard Entertainment has filed a new trademark for “Warlords of Draenor” just ahead of fan festival BlizzCon this weekend.

The trademark covers the videogame category. The domain name warlordsofdraenor.com was registered in early October. Blizzard flew under the press radar on that occasion by registering the domain via Go Daddy.

In Warcraft fiction, Draenor is the ancestral home of the Orcs. It was the setting for the game’s first expansion, The Burning Crusade.

World of Warcraft will be celebrating its 10th anniversary next November.

The seventh BlizzCon gaming convention will take place this weekend on Friday November 8 and Saturday November 9.

BlizzCon virtual tickets cost $US39.99 and can still be bought here.

The tickets provide viewers with real-time HD streams of every developer panel, community events such as cosplay competitions, the closing ceremony, and more, said Blizzard.

Buyers will also receive codes to redeem items in-game across Blizzard’s current portfolio, including World of Warcraft, Diablo, StarCraft and Hearthstone. In addition, the virtual ticket will provide a discount on online purchases of collectible memorabilia that will be available to attendees of the show itself, taking place at the Anaheim Convention Center over the weekend of November 8 and 9.

Blizzard has also announced that both the opening ceremony, and all eSports finals taking place at BlizzCon will be streamed free at www.blizzcon.com.