On December 4, 2025, the domain trading platform GNAME released its latest sales rankings, with Mellstroy.com topping the list at $181,777 (approximately RMB 1.3 million), becoming a standout case in the recent domain market. Behind this high price is the strong association between the domain and a well-known internet celebrity IP, as well as the industry boom in online casinos.
Mellstroy is not an ordinary word domain name, but rather the well-known online alias of Belarusian influencer Andrey Burym. A creator deeply involved in social media platforms for many years, he boasts 3 million followers on Instagram and over 2.3 million followers on TikTok. In 2024, he set a record for a live stream in the post-Soviet region with 720,000 concurrent viewers, becoming a focus of attention due to his controversial content and topicality. The strong appeal of the IP gives Mellstroy.com a built-in traffic base, allowing it to achieve high exposure without additional promotion.
More importantly, the domain’s value is highly aligned with actual business scenarios. A few months ago, Mellstroy officially launched its personal online casino project, and gambling domains have always been a “hard currency” in the market—the overseas legal gambling industry has strong purchasing power, and high-quality domains can directly reduce traffic acquisition costs, as evidenced by cases like GoBet.com ($850,000) and Poker.net ($750,000). As the core domain of its personal IP, Mellstroy.com serves as both the official entry point to the online casino and can leverage the influencer effect to convert traffic, making it extremely commercially viable.
This transaction also highlights the market potential of “IP-specific domains”: when a domain is combined with a commercially viable influencer IP or a high-value industry, it often breaks through the value ceiling of ordinary keyword domains. For Mellstroy, this domain name is not only a brand identifier but also a crucial link connecting fan traffic with the casino’s business. The sale price of $181,777 directly reflects its IP value and industry demand.
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