May 22, 2013 8:45 AM PST    Text size: 

PALM BEACH GARDENS, Fla. — PIMPROLL has acquired and developed the Porn.xxx domain, ICM Registry said today.

PIMPROLL, which purchased the Porn.com domain for $9.5 million several years ago, has rolled out Porn.xxx as a tube site.   

"PIMPROLL is a company that has always made bold moves to better our brands and improve the user experience for our audience," said Phil Bradbury, vice president of PIMPROLL. "The .XXX domain market has been a controversial one in the eyes of some, but as responsible business owners we have done our own due diligence and believe there is value in expanding our presence with the launch of Porn.xxx for the benefit of adult entertainment consumers and our marketing partners as well."

Adult industry attorney Corey Silverstein, whose office represents PIMPROLL, said the deal is a "perfect example of how two companies can collectively engage in a transaction that makes them both stronger, in the present and in the future." 

"Both companies have demonstrated a tremendous amount of foresight and entrepreneurship in completing this transaction," he said.  

PIMPROLL, which started up in 2001, operates hundreds of paysites and hosts an affiliate program.

It also operates HostedTube.com affiliate tool, allowing affiliates to create their own tube sites; TrafficForce.com, a source for premium traffic; and PaidPerView.com, a system that allows publishers to display their own content across a wide range of networked PIMPROLL sites in return for direct payments on a per video view basis and indirect monetization via traffic leads sent from advertising displayed on the site video pages.

Steve Winyard, vice president of ICM Registry, said that PIMPROLL's decision to participate in the .XXX TLD comes shortly after ICANN announced their upcoming rollout of a slew of new generic TLDs.

By securing Porn.xxx now PIMPROLL will also automatically qualify for Porn.sex, Porn.porn and Porn.adult under ICM's grandfathering program should ICM Registry be successful in gaining those new TLDs from ICANN.

Porn.xxx also will now be searchable through ICM Registry's adult content only search engine, Search.xxx, he said.

"Porn.xxx is an important and influential domain within the adult industry and our friends at PIMPROLL recognize the power it can bring to develop a content-rich site on this new domain. As the operators of Porn.com, they have exemplified best practices within the online adult content industry and were the obvious best fit for Porn.xxx," Winyard said.