Just looked it up, some guy's small personal 3D game project from Vancouver, right here where I live. I think it is ok to use your own company or name. We do it with our avatars to a degree, its not like he is spamming chat with links to his website etc. Think of the people that make a name for themselves on youtube or twitch; their avatar is their brand and a representation of themselves. It looks like this might be entirely run by one guy, so it makes sense the first thing to mind is his company. It worked too, I looked it up, found out it is close to me and now I know he exists. It is harmless self promotion as long as his name isn't "cash4gold.com$5perTon" etc.