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Ethereum to Acquire Top-Level Domain Name With New Partnership

Ethereum has entered into an agreement with a provider of end-to-end domain services Minds + Machines Group Limited (MMX) that will let Ethereum Name Service (ENS) get a top-level domain name, according to an Aug. 3 press release.

Under the agreement, Ethereum’s (ETH) consumers will be able to register their addresses with MMX’s top-level domain .luxe (an abbreviation for “Let U Xchange Easily”), which is set to be launched “soon.” The .luxe extension will reportedly enter its pre-launch phases in the near future, and go on sale to the public this October.

ENS was launched on mainnet in May 2017, featuring an automated registrar process which allows anyone to easily and cheaply register names ending in ".eth" using an auction process. Basically, ENS was Ethereum’s first step towards cryptocurrency mass adoption, bringing readable ETH addresses to the public. ENS enables anyone to create a much more user friendly address like for example JohnDoe.eth.

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