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New branding opportunities as URL extension goes on sale

Daniel Smyth 22 Apr 2015
Poker industry to benefit from domain.

The way online poker sites, fans and pro players brand themselves in the virtual arena is set to change thanks to the release of a new poker specific URL extension.

Known technically as a Top Level Domain (TLD) and designed to give poker operators such as BoylePoker increased viability in the online sphere, the (or .poker) extension went on sale to the public this week. 

Poker Pushing New Virtual Boundaries

Announced a few months ago, the new industry specific address initially went through a series of private auctions, but earlier this week the extension went on sale to the general public through 70 domain registrars. Although the new extension won't whisk people off to some new uncharted land, it will give poker companies and fans a chance to have a more branded URL than before.

Much like other industries, such as, and, poker companies will now be able to add to their names and run the address alongside the standard extensions.

Fresh Blood Getting in on the Poker Action

So far the early round of registrations has seen a variety of gaming operators take control of their brand name, including:, and Also registered before the name went onto the open market were:, and, but as the weeks go by, many more poker brands are expected to launch (or simply sit on) URLs.

As well as giving gaming operators a chance to increase their brand visibility, the new extension has been snapped up by mainstream companies such as Xbox and Apple. Keen to jump on the poker band wagon and possibly release their own products in the future. 

Although we're unlikely to see and opening up platforms where players can three-bet and bluff their way to some extra cash, it's a positive sign that major tech companies are beginning to see value in the poker industry.

In addition to gaming brands having access to extensions, fans and businesses can also get in on the action and that could mean an explosion of poker specific sites cropping up in the coming months, especially in emerging markets such as the US.

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New branding opportunities as URL extension goes on sale

Online poker operators such as BoylePoker now have the ability to personalise their domains with a new dot poker extension.

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