Ethereum is set to buy a high ranked domain name after partnering with domain services operator Minds + Machines Group Limited (MMX).
Ethereum Name Service (ENS) will soon provide access to a top-level domain name. This will be possible through collaboration with the end-to-end domain service provider Minds + Machines Group Limited (MMX). According to the agreement, Ethereum-based projects can be registered with MMX’s high ranked .luxe domain (“Let U Xchange Easily”) to be released in the near future. The upcoming domain extension .luxe will be available for sale from October.
All domain addresses listed within the .luxe extension can be linked to Ethereum blockchain services such as decentralized apps (DApps), distributed wallet and smart contracts. Those interested will be able to choose any domain name associated with the ETH network and replace the 40 character identifiers.
In addition, the .luxe address will let names to “resolve over the Internet in the normal way for email or web-based traffic.” Toby Hall, CEO of MMX, talked about this collaboration:
“We already know from Ethereum’s test in its non-ICANN authorized .eth zone that there is a real proven demand for word-based identifiers that are blockchain enabled, ENS having received deposits of over $28 million on approximately 300,000 seven character words and above in the .eth zone. We look forward to working with ENS to allow those .eth registrants the opportunity to claim their equivalent .luxe name before the Company launches .luxe for sale to the general public in late October.”
Ethereum Name Service (ENS) was released in May 2017, featuring a built-in system which allows users to register their projects under the .eth domain extension. Normally, it is said that ENS was the first step through which the Ethereum project approached crypto mass adoption.