As a general rule, dot-brand domains appear in the news of the domain industry almost exclusively for a sad reason: when another company refuses its domain, having never found a use for it and admitting that it has wasted a lot of money. It is all the more pleasant to see rare news about companies that successfully develop their domains. The Domain Incite published a short review of the most interesting registrations in brand domains last July.
The recognized leader in the use of its domain remains the German financial company Deutsche Vermögensberatung. It found a very simple solution: each new agent of the company receives its own name in the .DVAG domain as a business card. In July, this domain zone was replenished with 90 new registrations at once, which obviously indicates an increase in the company's agent staff by another 90 people.
Google has made important registrations. The name gemini.google has appeared in its .GOOGLE dot-brand domain. Gemini is a chatbot based on artificial intelligence from Google, launched at the end of last year. Given the interest in this topic, it is somewhat strange that it took until July to register the corresponding domain. One way or another, the domain is already working - although for now it only serves to redirect to the official website of the project at gemini.google.com. In addition, the corporation also registered the fitbit.google domain - for the Fitbit brand of consumer electronics and wearable devices that it acquired. However, this domain does not respond to requests yet.
The escapegames.bnpparibas, registered in July by one of the largest French banks BNP Paribas, is also not active yet. But the name is intriguing: the term escape games is used to refer to games in which participants need to escape or find a way out of a difficult situation. Perhaps the bank is sponsoring some large gaming project of this kind. Perhaps the most striking registration in brand domains is most directly related to games. A fully functional – and very carefully made – game is already available on the levelup.lidl domain of the German budget supermarket chain Lidl. You play as an animated potato, which, wandering through funny 3D landscapes, meets other characters who reveal to her the peculiarities of working at Lidl and the company's values. The game is perhaps not the most exciting, but it is definitely better suited for training new employees than any presentation on the same topic.
