The Ethereum Name Service (ENS), a blockchain-based naming system, has partnered with GoDaddy, a domain registrar and web hosting company, to enable users to link their domain names with their ENS names.
This collaboration means that GoDaddy users can now use their preferred domain names to send and receive cryptocurrency across many applications within the blockchain ecosystem.
To facilitate this integration, GoDaddy has introduced a new DNS feature that allows customers to swiftly connect their domain names with ENS-compatible crypto wallets like MetaMask and Coinbase Wallet.
The ENS, established in 2017, was created to simplify the process of sending cryptocurrencies by replacing lengthy and intricate wallet addresses with human-readable domain names.
By the year 2023, the cumulative count of ENS names generated since the service’s inception exceeded 2.8 million. In September 2022, over 430,000 unique domains were registered with ENS, whereas December witnessed the registration of 52,000 domains, marking the lowest figure for the year.
Major companies began embracing ENS innovation in 2022. For example, in February of that year, sportswear brand Puma made headlines by registering the domain name “Puma.eth” with ENS. This registered name has since become the official username for the company on X (Twitter).
Another notable use case of ENS involves Decentraland, one of the leading metaverse platforms. In October 2023, Decentraland addressed the ongoing discussion about digital identity within the metaverse by introducing non-fungible token (NFT) names for avatars. This initiative enables users to purchase unique names associated with ENS subdomains that cannot be duplicated.