In February 2010, the ECW brand was disbanded. In April 2011, the promotion ceased using its full name, with the "WWE" name becoming an orphaned initialism for the promotion, and in August that year, the first brand extension ended. In July 2016, WWE reintroduced the brand extension, again dividing the roster between the Raw and SmackDown brands. No Mercy was reinstated that year for October and was again produced exclusively for SmackDown. The following year, it was moved up to September and produced exclusively for Raw. This 2017 event would be the final No Mercy event held, as following WrestleMania 34 in 2018, WWE again discontinued brand-exclusive PPVs, resulting in WWE reducing the amount of yearly PPVs produced.