Companies take a punt on new .BET domains

Companies take a punt on new .BET domains

Thursday, January 7, 2016 Totally Gaming
Afilias will initially offer the TLDs to eligible trademark holders

Domain registry operator Afilias believes that its new range of gambling-related suffixes can help both new and established companies to reach out more effectively to customers.

Afilias is now offering .BET and .POKER top level domains (TLD), as well as .LOTTO, which is available exclusively to legitimate, state-sanctioned lotteries around the world.

While some existing businesses may feel that they are satisfied with their established .COM suffix, Afilias brand manager Brett Samuels told TotallyGaming.com that the lucidity of the domains can create new opportunities. 

“With the continued growth of both on and offline gaming around the world, we feel that .BET is appealing to many markets for many reasons,” said Samuels. “First and foremost, a .BET web address lets users know that a website is all about betting from the domain level, which enhances the brand value of a domain name and makes it work harder for registrants or web site owners.

“.BET is also a very short TLD and therefore is easier to remember than many other TLDs.

“In the very competitive marketplace of on and offline gaming, .BET extensions will look great in marketing campaigns and set registrants' sites apart from the pack.”

Afilias, based in Dublin, Ireland, is the world’s second largest internet domain name registry service and launched successful TLDs such as .INFO and .MOBI.

Registration for the .BET domain will initially be limited to eligible trademark holders, which have been given until February 4 to apply for the new address. From February 8 to February 12, .BET domains will be made available using a Dutch Auction format, while open registration will commence on March 3.

Samuels added: “We believe there are many markets and uses within those markets for .BET domains. For new companies, .BET provides opportunities to get relevant domain names that are great for their business that might not be available with the legacy TLDs such as .com and .net.

“For established companies that might not be interested in changing their established web addresses, .BET domains are great for microsites and targeted marketing campaigns; and there is evidence that dedicated landing pages with relevant TLDs can help SEM/PPC campaigns outperform their .COM counterparts.”

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