A domain name purchased for $1.08 million went public seven years later with a market capitalization exceeding $9.9 billion.

A domain name isn't just an address; it's a golden ticket to the crypto world. When the Bullish Exchange rang the opening bell at the New York Stock Exchange, domain name acquisitions once considered exorbitant prices suddenly seemed like bargains.

On August 13, 2025, at the New York Stock Exchange, the opening bell barely faded when the electronic screens in the trading hall suddenly lit up: the cryptocurrency exchange Bullish (ticker BLSH) opened at $90, a 143% surge from its IPO price of $37.

The numbers fluctuated wildly, with the stock price soaring to $118 before finally settling at $68, a single-day increase of 83.78% and a market capitalization of a staggering $9.94 billion.

Domain Strategy: A $1.08 Million Vision

Back to 2020. Back then, blockchain giant Block.one was quietly developing a crypto exchange project for institutional investors. Before the project launched, a key decision was made: brand naming and domain name acquisition.

The project team ultimately settled on "Bullish" as the brand name, reflecting bullish expectations for the crypto market. However, a challenge arose: the domain name, Bullish.com, a natural fit, was in the hands of someone else. After intense negotiations, Block.one secured it for $1.08 million.

This transaction caused a stir in the industry at the time. Five years later, Bullish rang the bell at the New York Stock Exchange with a market capitalization of nearly $10 billion. That initial multi-million dollar investment has proven to be a forward-thinking, strategic investment. Bullish.com has not only become a core gateway for global traffic, but has also established its professional and trustworthy market image.

The Crypto Giant's Domain Name Portfolio

Block.one's expansion into the domain name space goes far beyond this. As early as 2019, the company acquired Voice.com for a record-breaking $30 million, a price that remains the highest for public domain name transactions worldwide.

The seller in this transaction was MicroStrategy, a giant in the business intelligence field. This deal seemed to open a window for MicroStrategy, allowing it to glimpse the vast potential of the crypto world.

Shortly after selling Voice.com, in August 2020, MicroStrategy made a bold decision: to add Bitcoin to its balance sheet. Today, its holdings exceed 590,000 Bitcoins, representing nearly 3% of the global circulating supply, earning it the nickname "Bitcoin Broker."

In fact, the crypto industry's emphasis on domain names is widely acknowledged: a good domain name is more than just a web address; it serves as a brand's address, a marketing amplifier, and a cornerstone of trust. Consequently, many projects are willing to invest heavily in acquiring top-level domains that perfectly match their brand at launch.

Landmark transactions in recent years are a testament to this:

Slash Financial's acquisition of Slash.com (May 2025): This emerging crypto-finance company invested $1 million to upgrade its official website from JoinSlash.com to Slash.com, achieving perfect alignment of brand and domain name, instantly boosting its professional image and market competitiveness.

American Bitcoin Company's acquisition of ABTC.com (2025): Co-founded by Hut 8 and Eric Trump, the company acquired ABTC.com (the transaction price is widely believed to be over $1 million) and simultaneously acquired ABTC.ca, ensuring brand integrity and coverage in the North American market.

Block.one's acquisition of Voice.com (2019): This legendary $30 million transaction remains a benchmark in domain name history.

Crypto.com's acquisition of Crypto.com (2023): With this $12 million investment, the platform established its dominant brand position in the industry, achieving a qualitative leap in user trust and global recognition.

Domain Name Value: An Invisible Asset That Dances with Businesses

These vivid examples reveal a core principle: Top-level domain names are far more than expensive "ornaments." They are core digital assets deeply tied to a company's brand. Their value continues to rise with the company's growth and expansion of its brand influence, creating a powerful resonance effect.

Those who once scoffed at the idea of "spending millions on domain names" are now speechless. As Bullish.com, carrying a market capitalization of tens of billions, shines on the New York Stock Exchange, every character proves that in the crypto world, a premium domain name is more than just a house number; it's a golden key to the future.