In May, we compared two upcoming, at the time, new gTLDs, catering to the multi-billion dollar game industry: .Game vs. .Games.
In the weeks that followed, the .Game registration numbers increased, thanks to a Uniregistry campaign among game authoring companies, and during the E3 convention in California. The dot .Game EAP pricing was also revealed.
Before General Availability started for .Games, we did a comparison test for .Games domains versus composite, two word .com “games” domains.
Preliminary poll voting among domainers revealed an interest in the RightSide extension as well.
On September 21, RightSide rolled out dot .Games to everyone, with a base “wholesale” price set at $15 dollars.
So who won the game of numbers, and why?
Clearly, registrations for .Game domains by Uniregistry were affected by the price of non-premium domains.
The annual fee for .Game domains is in the $360 dollar region, making the cost impossible to justify for average domain investors, and end-users that don’t represent large scale gaming studios. Even gamers looking to register lesser quality keywords or their Xbox handle, for example, were certainly not among the .Game crowd.
By pricing dot .Games domains, outside of the premium ones, as low as $15, RightSide has managed to win a large piece of the domain gaming market.
The most recent numbers, show that in 5 days, dot .Games has more than twice as many domains as dot .Game acquired in 5 months:
This doesn’t mean that .Games numbers will continue to increase at the same rate, as there are plenty of domains in a tiered pricing, perpetually.
Without a doubt, some of the best .Games keywords are priced between $100 and $1,200 annually, placing them in the same category as their .Game counterparts, and making them less affordable to the general public.
Dot .Games won the game on pricing, with the extra help of relentless public relations coverage by RightSide. They played the game extremely well, demonstrating that Registries willing to monetize their gTLDs should invest in public awareness and education.
It’s a game of money, after all.
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