It will probably take a long time to be beaten among domain sales of new gTLDs, but sex.xxx has been sold for a whopping $3 million to Barron Innovations as part of a ground-breaking $5 million, multi-year deal with ICM Registry.The $5 million deal includes more than 40 Premium Generic Keyword Domains including the sex.xxx domain. Other notable names include cam.xxx, phone.xxx and black.xxx, all of which attracted six-figure sales prices, as well as web.xxx, market.xxx, mate.xxx and education.xxx.It would also put the sale of sex.xxx in third place on the Domain Name Journal list of top reported sales to date, behind mi.com ($3.6m) and whisky.com ($3.1m).According to Stephen Winyard, Director of ICM, the organisation is pleased to announce this deal with Barron Innovations, which is connected to one of the most prestigious, well-established and highly successful groups in the adult entertainment industry.”The group has held its top position for most of its 15 -year existence,” says Winyard, “and we are happy to have completed this transaction with Barron Innovations. This deal follows on from the ever-increasing flow of significant premium names sales we are achieving now that we are into our third year of operation. It tangibly and irrefutably reinforces the performance benefits of .XXX names for members of the industry.”Barron Innovations will be placing significant development resources behind creating ultra-high quality destination sites, including offering new and remarkable possibilities to other leading companies, who wish to derive benefit from the strength of these premium domain names. The different options will be launched later this year and in 2015.”As part of a group which operates leading brands such as ImLive.com and Webcamwiz.com, we tracked the introduction of .XXX closely,” says Shay Efron, spokesman for Barron Innovations. “We have studied the undeniably superior performance of .XXX domains in terms of SEO and conversion rates and decided to make a huge splash by acquiring the very best keyword generic names available. We evaluated SEX.xxx, the flagship domain, and decided it has the potential to became the leading brand in the entire adult industry, so it was an obvious part of a very large deal.””We look forward to enjoying the benefits of ICM’s unique Domain Matching Program, which gives .XXX holders an opportunity to secure matching .XXX domain names in .PORN, .ADULT and .SEX,” says Efron. “And we would like to use this opportunity to thank Stephen and the rest of the ICM team, who made the negotiation process a very pleasant experience.”