I admit that I did not know much about the island of Guernsey. For example, I did not know that it was officially called the “Bailiwick of Guernsey,” which means it is administered by a bailiff. Or that Victor Hugo wrote Les Misérables while in exile on the island. However, like me, you might more easily recognize its ccTLD, .GG.
Just as suffixes such as .TV and .IO have found popularity among the media and technology sectors respectively, the .GG domain has seen a significant increase in registration by people who have little or no direct connection to the host territory. In the case of .GG, this is the video game and eSports community.
‘GG’ is widely used in the online universe of multiplayer games as an abbreviation for ‘Good Game’.
For many players, it is common practice to write GG in the chat at the end of each game as a virtual punch.
Nigel Roberts of Island Networks, the entity that administers the .GG and .JE (Jersey) domain space, says .GG domain registrations have increased by 5-10% in the previous twelve months. He said, “We can only assume that when people are stuck at home, registering a domain name (and/or playing a video game) may be the highlight of the day!”
Why did players adopt the .GG domain?
The main link between the increase in .GG domain registrations by those involved in the gaming and eSports community lies in the use of the initials GG. These are widely used in the online universe of multiplayer games as an abbreviation for ‘Good Game’. GG is an expression of sportsmanship that players exchange at the end of a challenging and intense challenge. For many players, writing GG in the chat at the end of each game is standard practice, like a virtual fist bump.
Used since the early days of computer games, by the early 2000s GG was firmly established as an Internet meme. During a televised Starcraft tournament, a group of commentators or ‘casters’ shouted GG in unison. Although the phrase began in gaming and eSports, it has spread to the real world and is now a popular pronunciation at the end of soccer games, chess or competitions of any kind.
The South Korean Starcraft event where a group of commentators shouted GG in unison. Their enthusiasm made me join them.
Nigel also adds that since Island Networks’ main mission is to provide a good domain registration service to people and organizations in Guernsey, “the huge popularity among the players was a completely organic, word-of-mouth kind of thing, so it’s more authentic for that reason. It caught us a little bit by surprise, but we don’t mind it at all.”
Who uses a .GG domain?
Many of the most popular .GG websites are related to games or eSports. The eSports market has exploded in the past five years, with millions of players worldwide playing popular titles such as Fortnite, League of Legends, Counterstrike: Global Offensive and Valorant.
The growth of eSports has led to the growth of professional eSports players/athletes like Ninja (Richard Tyler Blevins), who earn millions of dollars a year in top competitions. Game developers such as Riot, Epic and Blizzard are only too happy to invest millions in competitions to meet the needs of their passionate and enthusiastic users.
Along with the growing popularity of these games, there is an entire industry that provides detailed 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-invitation-screenshot
Discord.gg is another high-profile example. Discord is a popular voice and text chat app within the gaming community with over 300 million registered users.
Use discord.gg as the default URL when users want to invite friends to their personal server or chat room.
The Discord community also actively uses bots.gg. The site records over 600,000 visitors per month.
Another side effect of the popularity of people playing online games and eSports is that many people like to watch others play. Hence the growth of game and eSports streaming platforms such as Twitch.tv. Twitch’s business model is based on the endearing appeal of video game personalities and viewers paying to watch them and is potentially a large untapped source of .GG domain registrations.
Should I get a .GG domain?
If you are a growing player or already have an established presence in eSports, then a .GG domain might be the right choice for you. Having a .GG domain instantly connects you to a tribe of millions and identifies you as a person or company that values sportsmanship and integrity.
You may be someone whose broadcasts are gaining popularity on Twitch and you are steadily building a loyal following. A .GG domain could be a great way to capitalize on your popularity, a space where fans can find out more about you or even visit your eShop to buy some cool gadgets?
Or you are an aspiring game developer who wants to create a deep and lasting connection with your users. A reliable .GG domain could be the place where you announce new features, offer rewards to players, and allow users to connect and share their passion and expertise.
Since .GG is the ccTLD of Guernsey (or Bailiwick of Guernsey to give it its correct title), it is naturally suitable for companies or individuals who are based there or do business there, but watch out for the bailiff!
It is also fun for those interested in “domain-hacks,” which is when you combine the second-level domain with the end part of the top-level domain to create a word or phrase. For example, are you a goode.gg or a bade.gg?
What else do I need to know?
We all know that most good .COM domain names have already been taken, so you have a much better chance of getting a .GG domain that adequately reflects your brand. Don’t settle for an unsatisfactory .COM if you can get a .GG domain that could get your brand off the ground up the rankings.
