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The Value in a Name

The Internet is a new enough medium that the value of certain products, services, offerings fluctuate greatly depending upon need. Just a decade ago a land or online casino gambling company would never imagine paying nearly US $600,000 for a domain name. But Balslev Media has set a new record just last week when the company purchased a German domain name perfect for an online casinos gambling or information site. The Internet has changed the world’s marketing and advertising abilities, and just like the importance of a trademarked company name, a registered domain name can add immeasurable value to a company.

Blaslev Media, a company with long-held ties to the online casinos gambling industry, currently operates a highly successful U.S. internet gambling information and news portal. Now that the company plans to market a similar information site for the German online gambling market, the company chose to pay US $591,000 for the Casino.de domain name.

And while that may seem crazy to anyone not familiar with how the internet works, the CEO at Balslev, Jan Balslev, summed up why the company feels that Casino.de is the perfect domain name for the company’s planned information site. Balslev remarks, "First, it’s the perfect brand name - it’s short and it describes exactly what we do. Furthermore, many people will find our website even if they don’t know anything about us through direct traffic, which is acquired when people type in a keyword domain name in their browser and find a service provider without searching for it first. Finally, the high price indicates the popularity of online casino and poker gambling on the Web.”

The ability to place high in search engines and show up above other information sites means that Balslev’s German online casino information will have advantages over even more well established sites right off the bat. Though some may view the nearly $600,000 spent on a domain name a bit unnecessary, Balslev Media is confident that the prize was actually quite a steal and that the value in the name will pay itself back many times over in the long run.