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Neither Sony, Nintendo, nor Microsoft own the domains for their next consoles

xbox 720

The console wars are heating up, but there’s just one problem: the three major companies don’t own the matching domains to their next-generation consoles.

Nintendo doesn’t own, Sony doesn’t own, and Microsoft doesn’t own

Will the companies submit a domain dispute, file an anti-cybersquatting lawsuit, or pay a large sum of cash to get the domains?  Well, it’s unknown whether Sony, Microsoft or Nintendo are considering any of these options, but what is known is that owning the domain names couldn’t their hurt online marketing efforts as the console wars heat up.

That being said, how are the domain names being used today?

Today, re-directs to PSX Extreme, a video game website that has been covering Sony Playstation news for years. and are both owned by Poise Media Inc., according to WHOIS records.  The domain was first registered in 1998, but Poise Media didn’t acquire the name until late 2008. is registered to a Jeremiah Germany of New York, who monetizes the domain using Google Adsense for Domains.  Over the years, the domain has been host to a number of different sites ranging from a Les Paul guitars site in 2006 to a Google Custom Search page in 2008.  However, since 2009 it appears the owner of has been earning money using Google Adsense for Domains.

The owner of, who remains hidden behind WHOIS privacy, has the site set up as a affiliate web page.  I wrote about back in June, after Nintendo announced the console at E3 without owning the domain.  In August, Nintendo filed nearly 20 trademark applications (several including images) with the United States Patent and Trademark Office for the word Wii U.

All three console companies have used a variety of methods in the past to reclaim trademarked names, and in recent years, they have often filed complaints under the Uniform Domain Name Dispute Resolution Policy (UDRP). 

In nearly all the complaints, the domain names have been ordered transferred.  So given the track record to date, it’s likely when the trademark lawyers finally get around to going after these domains, they’ll use the UDRP.

Recently, Nintendo gained the rights to, over 25 years since it had released Mario Bros. and Super Mario Bros.  The company filed a complaint with WIPO which it won in late September. 

Microsoft has filed and won dozens of Xbox-related domain disputes going back to 2003.

And though Sony Computer Entertainment has only filed a handful of disputes, it has won all 4 that it did submit.  Those cases involved:,,,,,  and

Sometimes, however when companies want a domain and don’t want to risk losing a dispute or are impatient for the time it takes time for proceedings to complete, they will pay cash — as Microsoft likely did with

I’ve reached out to the owner of each domain name to see if they’ve been contacted by the respective console company, and will update this post if I hear back.

(Concept design of Microsoft’s next-generation console ‘Xbox 720’ by Tai Chiem)

News Video Games What’s in store for Nintendo’s newest domain registration?


Nintendo already has over 3,000 domains to its name and as of this week, you can add a new one to the list:

On October 18, Nintendo of America Inc. purchased the never-before-registered domain name.

It’s not clear what the plan is for, as Nintendo has not made an official announcement for a Freaky Forms game.  It may be for nothing more than a future project that will never see the light of day.

Here’s a look at the WHOIS record.

Domain Name……….
  Creation Date…….. 2011-10-18
  Registration Date…. 2011-10-18
  Expiry Date………. 2012-10-18
  Organisation Name…. Nintendo of America Inc.
  Organisation Address. 4600 150th Ave. N.E.
  Organisation Address.
  Organisation Address. Redmond
  Organisation Address. 98052
  Organisation Address. WA
  Organisation Address. UNITED STATES

Admin Name……….. Web Master
  Admin Address…….. 4600 150th Ave. N.E.
  Admin Address……..
  Admin Address…….. Redmond
  Admin Address…….. 98052
  Admin Address…….. WA
  Admin Address…….. UNITED STATES
  Admin Email……….
  Admin Phone………. +425.8822040
  Admin Fax………… +425.8823585

Tech Name………… Nintendo DNS Administration
  Tech Address……… 4600 150th Ave. N.E.
  Tech Address………
  Tech Address……… Redmond
  Tech Address……… 98052
  Tech Address……… WA
  Tech Address……… UNITED STATES
  Tech Email………..
  Tech Phone……….. +1.4258822040

(Photo of the exterior of Nintendo Software Technology via Jon Wilcox)