ENS enters partnership with domain giant GoDaddy to link DNS with .eth names

GoDaddy Inc., a leading domain registration and web hosting company, has partnered with Ethereum Name Service (ENS) to facilitate connecting traditional domain names with blockchain-based .eth names.

The collaboration was announced in a press release on Feb. 5. It aims to allow the seamless connection of the Domain Name System (DNS) with blockchain technology, enabling over 20 million GoDaddy users to access the benefits of ENS infrastructure without incurring additional costs or requiring technical expertise.

Paul Nicks, GoDaddy’s president of domains, said the collaboration is a merger of domain and blockchain technologies that will allow domain users to explore the latter’s benefits without additional costs. He added:

“We’re not just linking domain names to blockchain addresses; we’re creating a bridge between two generations of internet technology. This collaboration ensures that our users can enjoy the best of both worlds with minimal friction.”

The partnership represents an effort to integrate Web2 and Web3 ecosystems, benefiting users across both platforms, according to the press release.

Bridging Web2 and Web3

ENS, the leading naming protocol in the cryptocurrency space, enables users to replace complex Ethereum addresses with human-readable names, similar to how DNS translates numeric IP addresses into memorable domain names.

The collaboration seeks to merge the reliability of DNS with the innovation of blockchain technology, simplifying user interactions with web domains. It also addresses barriers such as high gas fees and technical challenges that previously deterred domain name linkage to the Ethereum blockchain.

ENS has introduced new smart contracts to facilitate a cost-free process for DNS to ENS linking, enhancing user control over decentralized identities and simplifying online asset management. The partnership also signals a growing interest in merging blockchain with traditional technologies, aiming for broader adoption and functionality…