Uniregistry, a leading domain name registrar and marketplace, announced today that it has co-brokered the sale of the EKO.com domain name for $1.5million.

Eko, a new media and entertainment platform that has raised $36.5 million in funding, has been revealed as the buyer.

“Hello” is History

Eko upgrades its domain name by going exact brand match from the currently used HelloEko.com domain name. Eko now plants a flag atop the Eko brand globally in a crowded field of several well-funded startups with the same name.

This marks the second similar upgrade in just a matter of weeks after it was announced that Extend, a provider of warranty services to merchants, had also dropped the word “Hello” from its domain name strategy by securing Extend.com. The terms of the Extend.com deal were not disclosed.