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At the Group Limited, the idea of “if it isn’t broke, don’t fix it” is something of a way of life. That might be one of the reasons the operators of are looking to another one-word domain,, into a premium online gaming site.

Executives from the Group announced the new site earlier this week describing it as, “…a premier international online destination for casino players looking to discover and play at the best regulated online casinos across the globe.” While details about what, besides packing incredible brand value, makes it a “premium” site were vague, the significance of its incredibly desirable domain name were was lost on no one.

The domain has its, somewhat interesting, story. Though the domain was first acquired back in 1994, it has never actually been used on a functioning site until now.’s last owner, Caesars Entertainment, sold the domain to last year for an undisclosed price. Group CEO Charles Gillespie described the launch of in a recent press release saying, “The addition of to our leading brand portfolio affords us the opportunity to build a new powerhouse international flagship brand alongside, as we leverage our existing teams, technology and expertise. When we rebuilt in 2011 we had to start from scratch and build out all the necessary technology systems to support it. With we were able to leverage our mature platform and start with a focus directly on our users and the product. It is a transformational initiative and strategic priority that we believe will drive significant organic growth as we position as the category-defining brand for the global casino market.” will be populated by content from’s other sites as it launches and will ultimately be filled with its own, original content.