YNOT EUROPE – U.S.-based domain name registrar Go Daddy has completed dot-xxx overseer ICM Registry’s approval process and signed the requisite forms with the Internet Corporation for Assigned Names and Numbers in preparation for offering dot-xxx registrations to its customers.

“We’ve said from the beginning [that] when it comes to dot-xxx, we are going to listen to our customers,” said Go Daddy founder and Chief Executive Officer Bob Parsons. “A large number of our customers have spoken, and there is a demand for the controversial new domain name extension, for both brand protection purposes and for new names. So what are we going to do? Go Daddy is going to give our customers what they want.”

The dot-xxx extension is designated specifically for the adult entertainment industry. According to ICM, the domain extension will provide webmasters and visitors an easy to remember, directly relevant domain name while affording internet users, including parents, clear identification and warning about the type of site they are visiting.

Go Daddy met ICM’s requirements, both companies noted Friday, and plans to offer dot-xxx domains as soon as possible. In a Friday statement, Go Daddy indicated it will offer registrant-hopefuls the opportunity to register dot-xxx properties during the first Sunrise period, expected to begin in early September. Open registration will begin in October, the Go Daddy statement noted.

As yet, Go Daddy has not determined a dot-xxx pricing structure, the statement also said.

“We know our customers will be well served with Go Daddy as a partner,” said ICM Registry Chief Executive Officer Stuart Lawley. “We look forward to working with Go Daddy in the development and marketing of the new dot-xxx domain name extension. Go Daddy certainly knows how to market new concepts, especially when it comes to domain names and websites, and they are acknowledged as leaders in customer service.”

For more information about dot-xxx and its registration periods, visit ICMRegistry.com. For more about Go Daddy products and services, visit GoDaddy.com.