What is a .GG Domain & Why is it Gaining Popularity?
I confess I don’t know a lot about the island of Guernsey. For example, I didn’t know that it’s officially called The Bailiwick of Guernsey, which means it’s administered by a bailiff. Or that Victor Hugo wrote Les Miserables while in exile on the island. However, like me, you might more easily recognise its ccTLD, .GG.
In the same way that suffixes like .TV and .IO found popularity among the media and tech industries respectively, the .GG domain has seen a significant surge in registrations from people who have little or no direct relationship with the host territory. In .GG’s case it’s the video game and eSports community.
‘GG’ is widely used in the online multiplayer universe as an abbreviation for ‘Good Game’.
For many players, it is standard practice to type GG into the chat at the end of every match – like a virtual fist bump.
Nigel Roberts of Island Networks, who administer the .GG and .JE (Jersey) domain space, reports that .GG registrations have increased by 5-10% in the past twelve months. He said, “We can only surmise that when people are stuck at home, registering a domain name (and/or playing a computer game) can be the height of one’s day!”
Why Have Gamers Adopted .GG?
The primary link between the surge in .GG registrations by those involved in the gaming, eSports community lies in the use of the initials GG. They are widely used in the online multiplayer universe as an abbreviation for ‘Good Game’. GG is an expression of sportsmanship that players exchange at the end of a challenging and robust contest. For many players, it is standard practice to type GG into the chat at the end of every match – like a virtual fist bump.
Used since the dawn of computer gaming, the early 2000s consolidated GG as an internet meme. During a televised Starcraft tournament, a group of announcers or ‘casters’ yelled GG in unison. While the phrase began in Gaming and eSports, it has caught on in the real world and is now a popular pronouncement at the end of football, chess, or competitive matches of any kind.
Nigel also adds that because the Island Network’s primary mission is to provide a good domain registry service to the people and organisations of Guernsey “The massive popularity among gamers has been a purely organic, word-of-mouth sort of thing, so it’s more authentic for that reason. It has taken us a little by surprise, but it’s not unwelcome”.
Who Uses a .GG Domain Name?
Many of the most popular .GG websites are gaming or eSports-related. The eSports market has exploded in the past five years with millions of players globally playing popular titles such as Fortnite, League of Legends, Counterstrike: Global Offensive and Valorant.
The growth of eSports has led to the rise of professional eSport players/athletes like Ninja (Richard Tyler Blevins) who earn millions of dollars a year at the top end of the competitions. Game developers like Riot, Epic and Blizzard are only too happy to invest millions into competitions to satisfy the needs of their passionate and enthusiastic users.
Alongside the meteoric rise in popularity of these games is a whole industry that provides in-depth player data, rankings, tournament schedules (www.op.gg and www.champion.gg) as well as tips and tricks to help players improve (www.tank.gg)
Discord.gg is another high-profile example. Discord is a popular voice, text chat app within the gaming community with 300million+ registered users.
It uses discord.gg as the default URL when users want to invite friends to their personal server or chat room.
The Discord community also uses bots.gg actively. The site sees 600,000+ site visitors every month. (Source: Similarweb)
Another knock-on effect of the popularity of people playing online games and eSports is that people like to watch others play games. Hence, the growth of Gaming and eSports streaming platforms such as Twitch.tv. Twitch’s business model works on the addictive appeal of video gaming personalities and the viewers who pay to watch them and is potentially a large untapped source of .GG domain name registrations.
Should I get a .GG Domain Name?
If you’re a growing gamer or have an established eSports presence, then a .GG domain name might be right up your e-street. Having a .GG domain name instantly connects you to a tribe of millions and identifies you as a person or enterprise that values sportsmanship and integrity.
You might be someone whose streams are gaining traction on Twitch and you are steadily building up a loyal following. A .GG domain name might be a great way to capitalise on your popularity, a space where fans can discover more about you or even visit your eShop to purchase some cool merchandise?
Or you’re a budding games developer who wants to forge a deep and longstanding bond with your users. A trusted .GG domain could be where you announce new features, offer player rewards and allow users to connect and share their passion and expertise.
With .GG being the ccTLD for Guernsey (or the Bailiwick of Guernsey to give it its correct title), it is naturally a great fit for businesses or individuals who are based or do business there – just keep an eye out for the bailiff!
It is also fun for those interested in domain-hacks – where you join the second-level domain together with the top-level domain ending to create a word or phrase. Are you a goode.gg or a bade.gg for example?
Ready to Get Your .GG?
What Else Do I Need to Know?
We all know most of the good .COM domain names are gone so you have a much better chance at securing the .GG domain that properly reflects your brand. Don’t settle for an unsatisfactory .COM if you can get a .GG domain that may propel your brand up the leaderboard.
Anyone, anywhere in the world can register a .GG domain name so get your gamepad ready before someone else has the same idea.
You can register a .GG domain name for 1-10 years. GG everybody!!
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