Chess is a game of strategy that forces players to plan their moves to achieve an advantage over their competition which is what Chess NYC did with its domain name. It was already a leader in chess education in New York City, but the owners of the company believed they could do more to build their internet presence. Their branding and marketing strategy began with a new domain name acquired from DomainBroker.org.
The decision to acquire NYCCL.com took into consideration some of the basic principles for choosing a domain name, including:
DomainBroker.org helped the company acquire the NYCCL.com domain to take full advantage of its ties to New York City while abandoning the .us extension for the more familiar .com.