Uniregistry Promoting .Game at E3


Uniregistry is promoting its newly launched .Game domain name extension at this week’s E3 (Electronic Entertainment Expo) conference in Los Angeles, which kicks off today. Circling the event venue will be ten  billboard trucks with .Game advertising on them to help draw awareness to the new .Game domain name extension.

Here’s a photo of 5 of the unlighted trucks that was shared by Uniregistry CEO Frank Schilling yesterday afternoon:

According to the E3 Expo website, “E3 is the world’s premier trade show for computer, video and mobile games and related products. At E3, the video game industry’s top talent pack the Los Angeles Convention Center, connecting tens of thousands of the best, brightest, and most innovative professionals in the interactive entertainment industry.”

This is good exposure for the .Game registry because of the number of companies and industry professionals that attend. Last year, over 50,000 people attended the E3 expo, according to Polygon.com.

Our goal with the campaign is branding to let people know the space is available as “new domain names” are still foreign to lots of potential registrants,” Frank told me. “We thought this was a cost effective alternative to other forms of advertising and that it gave us the reach we wanted.”

Relatively speaking, the cost of this campaign is not all that high. Frank told me the company needs to sell just 37 of its premium .Game domain names to break even. I presume it would be an even bigger win for the registry if one of the major gaming companies launched an important game website on a .Game domain name.

Frank also mentioned that he thinks .Games will be a beneficiary of this marketing campaign. The .Games domain extension was acquired by Rightside in May of this year. Incidentally, Frank Schilling is a major Rightside shareholder.

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