Minds + Machines Group Limited (LON:MMX) has entered into an exclusive agreement to integrate the Ethereum blockchain into its upcoming top-level domain name ‘.luxe’. The internet domain commercialisation group said the agreement with Ethereum’s Ethereum Name Service (ENS) would allow registrants on its domain to link their domain address with a 40 character hash identifier used on the Ethereum blockchain to denote an asset, item or service supporting Ethereum.

The company added that it believed the opportunities for this service were “significant” and could help broaden the market with “easy-to-remember blockchain enabled .luxe names” as opposed to the 40 character identifiers currently used. Toby Hall, chief executive of Minds + Machines, said there was already “a real proven demand for word-based identifiers that are blockchain enabled”, adding that the ENS had already received deposits of over US$28mln on around 300,000 seven character words and above on its ‘.eth’ domain.

The group also said the ‘.luxe’ extension would also allow names to resolve over the internet in the normal way for email or web-based traffic, complementing ‘.luxe’ addresses used for traditional internet activity with those that are used for Ethereum related items or services. The ‘.luxe’ extension is set to enter pre-launch phases shortly before going on sale to the public from 30 October 2018.

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