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.Club domain name in the iTunes app store

The maker of a popular app has branded it with a new TLD.

gear-clubI was scrolling through the iTunes app store charts last night when something caught my eye: an app called

My first thought: A case of weird branding, or does this company actually own

It’s the latter. The app maker bought as a registry premium in February for $5,691.66 and has branded its app to match the domain name.

The logo for shows a dot midway vertically between R and C, but the branding on its site calls it “Gear.Club”.

It looks like a pretty spiffy car racing game. Yesterday it was #10 on the iPad free list and, as you can see in the image, #22 on the iPhone free list.

This is the first time I’ve seen a new top level domain name as the name of an app in the iTunes app store. Come to think of it, it’s the first time I’ve seen a domain name used this way.

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