The new .GAME domain extension has entered general availability so it's game on for game developers and domain name investors.
Before the new .game extension was opened to the public, there were several earlier pre-registration phases allowing brands and trademark-holders to get a head start, and according to Uniregistry, "virtually all" of the high-profile gaming brands had snapped up relevant names. This includes Blizzard Entertainment, which nabbed Warcraft.game and Starcraft.game, while Activision procured CallofDuty.game and Microsoft ensured Minecraft.game and Xbox.game didn't slip through its grasp. Elsewhere, Apple acquired iPad.game, AppleWatch.game, and AppleTV.game.
"We are especially pleased to see the early adoption of the name by the world's leading gaming companies," said Frank Schilling, the managing director of Uniregistry, in a press release. "The broad-based support of .game by the companies that make the world's most exciting and immersive form of entertainment is deeply gratifying."
Appropriately, the new .game domain's landing page can be found at get.game. And although a quick search confirms that many of the popular gaming brands are no longer available, many can still be bought - for example "Mario.game" is yours for a mere $1,430 per year.
Cayman-islands based Uniregistry also owns other notable domain extensions including .audio, .auto, .car, .christmas, .flowers, .help, .hiphop, and .photo.