In a surprising turn of events, domain giant GoDaddy and blockchain innovator Ethereum Name Service (ENS) have announced a partnership to bridge the gap between traditional web addresses and the world of crypto.
The deal will allow GoDaddy users to easily link their existing domain names with ENS, a decentralized naming system built on the Ethereum blockchain that maps human-readable names to machine-readable identifiers such as Ethereum addresses, other cryptocurrency addresses, hashes, and metadata.
This means complex crypto wallet addresses, often resembling scrambled codes, can be replaced with familiar domain names like “alice.eth” or “bobscoffee.eth.”
“As a long-time domain industry steward, we are always looking for innovative enhancements that benefit our customers,” stated Paul Nicks, president of domains at GoDaddy.
“Partnering with ENS presents our customers with a unique opportunity to experience the fusion of domain names and blockchain technologies, bringing some great benefits for users in both areas.”
Nick Johnson, founder of ENS, echoed the sentiment, emphasizing the collaboration’s potential to empower individuals.
“ENS, much like DNS, is a public good and a core part of the internet infrastructure,” he said. “By pairing up ENS names and GoDaddy domains, we will streamline how users interact with web domains, blending the familiarity of the DNS with the potential of blockchain technology.”
The move comes despite a previous legal dispute between the two companies, highlighting the potential for unexpected alliances in the evolving digital landscape.
With this integration, GoDaddy has added a new DNS feature so customers can quickly integrate their domain name with their ENS-compatible crypto wallet, including Coinbase Wallet, MetaMask, Rainbow, Uniswap Wallet and more.
Analysts believe this partnership could be a game-changer, attracting more mainstream users to the crypto world and boosting the adoption of Web3 technologies.
This partnership is expected to benefit over 20 million GoDaddy domain owners, who can now link their domains to ENS-compatible crypto wallets.