Following initial reports that the ultimate Internet gambling domain name, Gambling.com, was up for sale, comes further news that the asking price’ll be around $9 million.

“A reserve price of $US9m has been set and a number of private equity companies and members of the online gaming industry are believed to be interested in buying gambling.com, Playtech and bet365 among them,” The Australian reports.

That’s a ton of money — but not even half of the $20 million the domain originally sold for back in 2006.

The Australian article explains that the uncertain regulatory environment in the U.S. had damaged the domain’s value. The domain’s owner then decided to put it up for sale after “a couple of potential buyers indicated they would be prepared to pay about $US6m for gambling.com.”

Even so, observers are pessimistic. “I think this is a very optimistic number, especially in light of the Slots.com sale price of $5,500,000 last year,” blogs Elliot Silver.

Gambling.com will have to sell for more than $13 million to beat the record “for a domain name without a business attached” set by Sex.com.


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