TechCrunch just published an article about a $75 million fundraising round for a collectible card startup called Alt. The startup had previously raised $31 million in funding:

For its website, Alt uses the off-brand domain name. An alternative to a keyword brand .com domain name like this might be a brand-match alternative extension. Ordinarily, this would probably be no big deal, but the usage of the domain name could pose a unique challenge to the card trading platform.

According to the search engine description page, “ALT members find alternative, erotic BDSM, bondage & fetish sex online through as well as in person on live sex dates. ALT Singles, swingers and couples include amateurs, dominatrixes, masters, mistresses and slaves looking for domination and submission.” There have been many times where a brand match domain name is registered to other companies. That’s what happens when a startup uses a one word brand name that has a matching domain name that was created many years ago. is a high value domain name that I would guess is worth somewhere in the 7 figures. Since the domain name is being used for a business, it would likely be even more expensive if it is available at all.

With the card trading platform ramping up right now with substantial funding, it will be interesting to see if they opt for an alt – ernative brand name. Of course, it is very possible the card trading platform doesn’t really care. After all, it created its brand name many years after the business had already been established.

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Original article: Will Alt Remain Alt After Funding?

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