Understanding Domain Sunrise and Landrush Periods: Complete Guide (2025)

Quick Answer

Table of Contents

What is a New TLD Launch?

A new TLD launch is the process by which a new top-level domain extension becomes available for public registration.

Understanding TLD Launches

What happens during a launch:

Registry operator receives ICANN approval
Registry creates technical infrastructure
Registry announces launch phases and dates
Sunrise period opens for trademark holders
Landrush period opens for early registrants
Early Access period with premium pricing
General Availability at standard prices

Why launch phases exist:

• Protect trademark holders from cybersquatting
• Generate premium revenue for registry operators
• Create excitement and early adoption
• Prevent massive domain speculation
• Ensure orderly rollout of new namespace

Recent New TLD Launches

Since ICANN's 2012 new gTLD program, hundreds of new extensions have launched:

Tech-focused TLDs:

• .app (2018) - Google Registry
• .dev (2019) - Google Registry
• .ai (relaunched 2023) - originally British Indian Ocean Territory
• .io (ongoing) - British Indian Ocean Territory
• .tech (2015) - Dot Tech LLC

Brand-specific TLDs:

• .google (2014)
• .amazon (2019)
• .apple (2015)
• .bmw (2014)

Industry-specific TLDs:

• .design (2015)
• .agency (2014)
• .lawyer (2015)
• .doctor (2016)
• .finance (2014)

Geographic TLDs:

• .london (2014)
• .nyc (2014)
• .tokyo (2014)
• .paris (2014)

Launch Phase Requirements

ICANN requirements for all new TLDs:

1. Registry must conduct Sunrise Period (minimum 30 days)
2. Trademark holders must be given priority
3. Registry must use Trademark Clearinghouse (TMCH)
4. Registry must implement claims service
5. Registry must provide adequate notice to trademark holders
6. Registry must implement dispute resolution process

The Four Launch Phases Explained

Every new TLD launch follows a structured rollout with multiple phases designed to protect trademark holders and create early adoption momentum.

Phase 1: Sunrise Period

Purpose: Allow trademark holders to register matching domains before general public

Duration: 30-60 days (ICANN minimum: 30 days)

Eligibility: Only trademark holders with TMCH registration

Pricing: Premium pricing ($500-2,000+ per domain)

Process:

1. Trademark holder registers mark with TMCH ($150/year)
2. Registry announces Sunrise dates
3. Trademark holder submits application during Sunrise
4. Registry validates TMCH credentials
5. If valid, domain is registered to trademark holder
6. If multiple applications, auction determines winner

Key characteristics:

• Exclusive access for trademark holders
• Highest pricing of all phases
• Contention resolution via auction
• Requires TMCH registration
• Limited to exact trademark matches (with variations)

Phase 2: Landrush Period

Purpose: Early registration for general public before standard availability

Duration: 7-30 days (varies by registry)

Eligibility: Anyone can apply

Pricing: Premium pricing ($50-500 per domain)

Process:

1. Registry announces Landrush dates and pricing
2. Anyone can submit applications
3. Multiple applications for same domain go to auction
4. Highest bidder wins
5. Unsuccessful applicants receive refund

Key characteristics:

• Open to everyone
• Still premium pricing
• First significant opportunity for investors
• Contention via auction
• No trademark verification required

Phase 3: Early Access Period

Purpose: Generate revenue through declining premium pricing before GA

Duration: 1-7 days (varies by registry)

Eligibility: Anyone can register

Pricing: Declining daily (Day 1: $1000+, Day 7: $50)

Process:

Day 1: Highest premium (e.g., $10,000)
Day 2: Lower premium (e.g., $5,000)
Day 3: Lower premium (e.g., $2,500)
Day 4: Lower premium (e.g., $1,000)
Day 5: Lower premium (e.g., $500)
Day 6: Lower premium (e.g., $200)
Day 7: Lower premium (e.g., $50)
GA: Standard pricing (e.g., $25)

Key characteristics:

• First-come, first-served
• No auctions
• Declining daily pricing
• Creates urgency
• Not all registries use this phase

Phase 4: General Availability

Purpose: Standard open registration at normal prices

Duration: Ongoing indefinitely

Eligibility: Anyone can register

Pricing: Standard annual fee ($10-100 depending on TLD)

Process:

1. Registry opens to public
2. First-come, first-served
3. Instant registration
4. Standard renewal pricing

Key characteristics:

• Lowest pricing
• Widest availability
• Best domains likely taken
• Standard registration process
• Normal renewal cycles begin

Sunrise Period Deep Dive

The Sunrise Period is the most important phase for trademark holders to secure their brand protection in new TLDs.

Sunrise Period Requirements

Eligibility criteria:

Must have:
✅ Valid registered trademark
✅ Trademark registered with TMCH
✅ Active TMCH subscription ($150/year)
✅ Trademark matching domain applied for
✅ Proof of use (in some jurisdictions)

Cannot:
❌ Register generic terms without trademark
❌ Register competitor trademarks
❌ Register variations not covered by trademark
❌ Circumvent TMCH validation

Sunrise Application Process

Step 1: Register Trademark with TMCH (Before Sunrise)

Timeline: 30-60 days before Sunrise begins
Cost: $150/year per trademark
Process:
1. Gather trademark documentation
   - Trademark registration certificate
   - Trademark number
   - Goods/services covered
   - Jurisdiction
2. Submit to TMCH provider (Deloitte)
3. TMCH validates trademark (1-2 weeks)
4. Receive SMD (Signed Mark Data) file
5. Keep TMCH subscription active

Step 2: Monitor Launch Announcements

Sources:
- Registry operator website
- ICANN announcements
- Domain industry news
- Registrar communications
- TMCH notifications

Track:
- Sunrise start date
- Sunrise end date
- Application requirements
- Pricing
- Contention rules

Step 3: Submit Sunrise Application

During Sunrise period:
1. Choose accredited registrar
2. Provide SMD file from TMCH
3. Submit domain application
4. Verify trademark match
5. Pay Sunrise fee ($500-2,000+)
6. Receive application confirmation

Step 4: Wait for Validation

Registry validates:
- TMCH credentials are valid
- Trademark matches domain applied for
- No other issues with application

Timeline: 1-5 days
Result: Approved or contention

Step 5: Handle Contention (if applicable)

If multiple valid trademark holders apply:
- Registry initiates auction
- Highest bidder wins
- Others receive refund
- Winner pays premium + auction amount

Step 6: Domain Allocated

If successful:
- Domain allocated to applicant
- Standard registration begins
- Normal renewal cycle starts
- Domain immediately available for use

Sunrise Pricing Structure

Typical costs:

TMCH registration: $150/year per mark
Sunrise application fee: $500-2,000 per domain
Domain registration (1 year): Included
Total first-year cost: $650-2,150

Subsequent years:
TMCH renewal: $150/year (if protecting future TLDs)
Domain renewal: $25-100/year (standard)

Pricing by TLD examples:

.app Sunrise: $300 application + $12/year
.design Sunrise: $1,000 application + $40/year
.lawyer Sunrise: $800 application + $150/year
.io Sunrise: $1,500 application + $60/year
.shop Sunrise: $500 application + $30/year

Sunrise Variations and Exceptions

Some domains require exact match:

Trademark: ACME
Can register: acme.tld
Cannot register: acmestore.tld, myacme.tld

Some allow variations:

Trademark: ACME
Can register:
- acme.tld
- acmeinc.tld
- acmecorp.tld
- theacme.tld

Geographic variations:

Some registries allow:
- acmeusa.tld
- acmeus.tld
- usacme.tld

Sunrise Priority Handling

If only one applicant:

Application validated → Domain awarded → Registration complete
Timeline: 3-7 days
No additional cost beyond Sunrise fee

If multiple applicants:

Contention identified → Auction scheduled → Highest bid wins
Timeline: 7-14 days
Additional cost: Auction amount (can be $0-$1,000,000+)

If no valid applicants:

Invalid applications rejected
Domain becomes available in Landrush
No Sunrise protection applied

Sunrise Strategy for Trademark Holders

Essential registrations:

Priority 1: Exact trademark match (.tld)
- Your core brand
- Must protect in all relevant TLDs

Priority 2: Common typos
- yourbrnad.tld (typo)
- yourbran.tld (missing letter)

Priority 3: Variations
- yourbrandinc.tld
- theyourbrand.tld
- yourbrandofficial.tld

Cost optimization:

Strategy: Only register in TLDs relevant to your business
- Tech company: .app, .dev, .tech, .io
- Finance: .finance, .bank, .money
- Healthcare: .health, .doctor, .care
- General: .com, .net, .org (already exist)

Skip: Irrelevant TLDs
- Fashion brand skips .tech
- Tech startup skips .fashion

Trademark Clearinghouse (TMCH) Requirements

The Trademark Clearinghouse is the centralized database for verifying trademark rights during new TLD launches.

What is TMCH?

Purpose:

• Centralized trademark database for new gTLD launches
• Validates trademark rights during Sunrise
• Provides claims notification service
• Operated by Deloitte
• Mandated by ICANN for all new gTLDs

How it works:

1. Trademark holder submits mark to TMCH
2. TMCH validates trademark authenticity
3. TMCH issues Signed Mark Data (SMD) file
4. Holder uses SMD during Sunrise applications
5. Registry validates SMD against TMCH database
6. Valid SMD allows Sunrise registration

Eligible Trademarks

Requirements for TMCH inclusion:

Nationally or regionally registered trademarks:

✅ USPTO registered trademarks (United States)
✅ EUIPO registered trademarks (European Union)
✅ Any national trademark office registration
✅ Must be active/registered (not pending)
✅ Must be for goods/services (not just the mark)

Valid jurisdictions include:
- United States (USPTO)
- European Union (EUIPO)
- United Kingdom (UK IPO)
- Canada (CIPO)
- Australia (IP Australia)
- Japan (JPO)
- China (CNIPA)
- And 100+ other countries

Court-validated marks:

✅ Trademark validated by court of law
✅ Must have final judgment
✅ Must show trademark rights exist
✅ Rare and expensive to obtain

Marks protected by statute or treaty:

✅ Marks protected under Article 6ter of Paris Convention
✅ Olympic marks
✅ Red Cross marks
✅ Government insignias
✅ Very limited scope

What is NOT eligible:

❌ Pending trademark applications
❌ Common law trademarks (unregistered)
❌ Business names without trademark registration
❌ Domain names alone
❌ Social media handles
❌ Expired trademarks
❌ Generic terms without registration

TMCH Registration Process

Step 1: Gather Required Documentation

Required information:
- Trademark text/word mark
- Trademark registration number
- Registration date
- Expiration date (if applicable)
- Trademark office/jurisdiction
- Goods and services classes
- Trademark certificate (PDF/image)
- Proof of use (for some jurisdictions)

Acceptable formats:
- Official trademark certificate
- Trademark office database screenshot
- Certified copy of registration
- Must show official seal/watermark

Step 2: Submit to TMCH Provider

TMCH is operated by: Deloitte
Submit through: trademark-clearinghouse.com

Submission options:
1. Direct TMCH submission
2. Through registrar (some offer service)
3. Through trademark attorney

Cost: $150/year per trademark
Additional years: $150/year
Bulk discounts: Available for 10+ marks

Step 3: TMCH Validation

Validation process:
1. TMCH reviews submission (1-3 days)
2. Verifies trademark is real
3. Confirms registration is active
4. Validates jurisdiction
5. Checks goods/services

Possible outcomes:
✅ Approved: Receive SMD file
⚠️ Pending: Need more documentation
❌ Rejected: Does not meet requirements

Step 4: Receive SMD File

Upon approval:
- SMD (Signed Mark Data) file issued
- Unique identifier created
- Valid for 1 year (with subscription)
- Use for all Sunrise applications
- Digital signature authenticates mark

Step 5: Maintain TMCH Registration

Ongoing requirements:
- Renew annually ($150/year)
- Update if trademark details change
- Notify of trademark expiration
- Keep documentation current

Benefits of maintaining:
- Ready for future TLD launches
- Claims notifications active
- No rush for new launches

TMCH Verification Levels

Standard verification:

Cost: $150/year
Validation: TMCH staff reviews
Timeline: 1-5 business days
Suitable for: Most trademarks

Premium verification:

Cost: $435/year (includes standard)
Validation: External trademark attorney reviews
Timeline: Same as standard
Suitable for: Complex cases, additional assurance
Benefit: Additional legal review

SMD File Usage

What SMD contains:

- Trademark text
- Trademark holder information
- Registration number
- Registration date
- Jurisdiction
- Goods/services
- Digital signature
- Expiration date

How to use SMD:

During Sunrise:
1. Download SMD from TMCH portal
2. Provide to registrar during application
3. Registrar submits to registry
4. Registry validates against TMCH database
5. If valid, application proceeds

SMD validity:

Valid: 1 year from issue date
Renewal: Automatic with TMCH subscription
Multiple uses: One SMD for unlimited Sunrise applications
Expiration: Must renew TMCH to get new SMD

Claims Service

What is Claims Service:

Notifies trademark holders when someone tries to register
their trademarked term during:
- First 90 days of General Availability
- Extended to 30+ days in Landrush (some registries)

Process:
1. Registrant attempts to register trademarked term
2. Registrant receives Claims Notice
3. Registrant must acknowledge notice
4. Trademark holder receives notification
5. Registration proceeds if registrant confirms

Claims Notice contents:

Shows registrant:
- Trademark exists matching their domain
- Trademark holder information
- Trademark jurisdiction and classes
- Warning about potential trademark infringement
- Requires acknowledgment to proceed

Benefits for trademark holders:

- Early warning of potential infringement
- Opportunity to contact registrant
- Deterrent effect (many abandon registration)
- Free monitoring during claims period
- Evidence for future legal action if needed

Landrush Period Deep Dive

Landrush is the first phase where anyone can register domains in a new TLD without trademark requirements.

Landrush Period Characteristics

Key features:

Open to: Everyone
Duration: 7-30 days (varies by registry)
Pricing: Premium ($50-500 per domain)
Priority: Application-based (not first-come-first-served)
Contention: Auction determines winner
Refunds: Yes, if outbid or application rejected

Why Landrush exists:

1. Generate premium revenue for registry
2. Fair access for all applicants
3. Prevent server overload at GA
4. Create marketing excitement
5. Auction resolves contention

Landrush Application Process

Step 1: Research Available Domains

Before Landrush:
- Check what was taken in Sunrise
- Research trademark holdings
- Identify valuable available domains
- Prepare priority list
- Check for trademark conflicts

Step 2: Choose Registrar

Select registrar that:
- Supports the TLD
- Offers Landrush applications
- Has good track record
- Competitive pricing
- Clear contention policy

Step 3: Submit Applications

During Landrush period:
1. Submit application for each desired domain
2. Pay application fee (non-refundable)
3. Set maximum bid (for auctions)
4. Receive application confirmation
5. Can submit multiple applications

Typical application fee: $5-50 per application
Separate from domain registration fee

Step 4: Wait for Contention Resolution

After Landrush closes:
- Registry compiles all applications
- Identifies contested domains
- Initiates auctions for contested names
- Single applicants get domain immediately

Timeline: 3-7 days

Step 5: Auction (if applicable)

If multiple applications:
1. Registry notifies applicants of auction
2. Auction scheduled (date/time)
3. Applicants place bids
4. Highest bidder wins
5. Winner pays bid amount + registration fee
6. Losers receive application refund

Step 6: Domain Allocation

Successful applications:
- Domain allocated
- Registration complete
- Normal renewal cycle begins
- Immediate control of domain

Failed applications:
- Application fee refunded
- Can try again at GA
- No penalties

Landrush Pricing Models

Fixed premium pricing:

All domains: $200 registration
- Same price for all domains
- No auctions
- First-come-first-served during window
- Multiple applications → lottery or auction

Example: .shop Landrush
Price: $300 per domain
Duration: 30 days
Contention: Auction

Tiered pricing:

Premium tier: $500 (2-letter, dictionary words)
Standard tier: $200 (3+ letters)
Regular tier: $100 (longer/compound words)

Registry pre-classifies domains
Price based on perceived value
No auctions within tier

Auction-only:

All contested domains → auction
No fixed premium
Minimum bid: $50-100
Winner pays bid amount
Can be $50 or $50,000+

Example: .io Landrush
All contention resolved via auction
No fixed premium above minimum

Application + auction:

Application fee: $25
If contested → auction
Minimum bid: $50
Winner pays: Auction amount (not application fee)
Loser refund: Application fee returned

Most common model

Landrush Strategy for Investors

Identify valuable domains:

Characteristics of valuable Landrush targets:
✅ Short (2-4 letters)
✅ Dictionary words
✅ Industry keywords
✅ Geographic names
✅ Common phrases
✅ Brandable terms
✅ High search volume keywords

Avoid:
❌ Trademarks
❌ Generic with no value
❌ Difficult to spell/remember
❌ Negative connotations
❌ Legal gray areas

Research before applying:

1. Check trademark databases
   - USPTO (US trademarks)
   - EUIPO (EU trademarks)
   - WIPO (international)

2. Review TMCH records if available

3. Check domain history
   - Previous registrations
   - SEO history
   - Trademark disputes

4. Assess commercial potential
   - Search volume
   - Commercial intent
   - Industry relevance

Set bid limits:

Calculate maximum value:
- Development potential: $X
- Resale potential: $Y
- Holding costs: $Z/year
- Risk factor: High/Medium/Low

Maximum bid = (Potential value × Success probability) - Costs

Don't exceed limit in auction emotion

Portfolio approach:

Strategy: Apply for multiple domains

Tier 1 (Premium): 5 domains @ $500 max each
- High value
- Strong resale potential
- Willing to pay premium

Tier 2 (Standard): 20 domains @ $100 max each
- Good value
- Moderate resale potential
- Won't overpay

Tier 3 (Speculative): 50 domains @ $50 max each
- Speculative value
- Long-term hold
- Minimal investment

Total investment: $7,500 maximum
Expected wins: 50-70% of applications
Expected profit: 20-30% ROI over 2-3 years

Landrush vs General Availability Decision

Register in Landrush if:

✅ Premium/short domain likely to be taken immediately at GA
✅ Industry keyword critical for your business
✅ Willing to pay premium for guaranteed access
✅ Domain has clear commercial value
✅ Can absorb extra cost

Wait for General Availability if:

✅ Domain is longer/less desirable
✅ Budget is limited
✅ No urgency
✅ Willing to risk it being taken
✅ Can pivot to alternatives

Cost comparison:

Example: "marketing.design"

Landrush option:
- Application: $25
- Premium: $200
- Total first year: $225
- If contested: Could be $500+ in auction

General Availability:
- Registration: $40
- Total first year: $40
- Risk: Someone else registers first

Decision: If domain is worth $500+, do Landrush
If domain is worth $40-100, wait for GA

Early Access Period

Early Access Period (EAP) is a declining-price phase used by some registries between Landrush and General Availability.

How Early Access Works

Structure:

Not all registries use EAP
Duration: 1-7 days (typically 5-7 days)
Pricing: Decreases daily
Registration: First-come, first-served (no applications)
No auctions: Instant registration

Typical pricing schedule:

Day 1: $10,000+ premium (for absolute early access)
Day 2: $5,000 premium
Day 3: $2,500 premium
Day 4: $1,000 premium
Day 5: $500 premium
Day 6: $200 premium
Day 7: $50 premium
Day 8 (GA): $25 standard pricing

Plus: Annual registration fee on top of premium

EAP Strategy

When to register in EAP:

Register Day 1-2 if:
- Ultra-premium domain (single letter, major keyword)
- Multiple competitors likely want same domain
- Critical for immediate business launch
- Worth $10,000+ to you

Register Day 3-4 if:
- Premium domain likely to be taken at GA
- Worth $1,000-2,500 to secure early
- Business launch scheduled around TLD

Register Day 5-7 if:
- Good domain but not critical
- Want guarantee before GA
- Willing to pay small premium

Wait for GA if:
- Budget constrained
- Domain not highly competitive
- Can accept alternatives

EAP vs Landrush:

EAP advantages:
- No waiting for allocation
- No auctions
- Instant registration
- Clear pricing

Landrush advantages:
- Fixed known cost
- Better for bulk applications
- Auctions can go lower than EAP

Registries That Use EAP

Common EAP users:

Google Registry TLDs:
- .app (used 5-day EAP)
- .dev (used 7-day EAP)
- .page (used EAP)

Donuts TLDs:
- Many of their 200+ TLDs used EAP
- Typically 5-day schedule

Benefits for registries:
- Maximizes revenue
- Creates urgency
- Smooth GA transition

General Availability

General Availability (GA) is the standard ongoing registration phase where anyone can register available domains at normal prices.

GA Launch Day

What happens:

Exact time: Varies (usually midnight UTC or specific hour)
Process: First-come, first-served
Volume: Massive initial registrations
Duration: Ongoing indefinitely
Pricing: Standard annual fees

First seconds of GA:

0-30 seconds: Premium domains gone
- Single letters (if allowed)
- Dictionary words
- Major keywords
- Geographic names

1-5 minutes: Quality domains gone
- Short domains (3-4 letters)
- Common words
- Industry terms
- Brand-able names

5-60 minutes: Good domains thinning
- Compound words
- Niche terms
- Longer keywords

After 1 hour: Pickings get slim
- Creative combinations
- Longer phrases
- Specialized terms

GA Registration Strategy

Prepare for GA launch:

1. Create account at multiple registrars
2. Add payment method
3. Pre-search desired domains
4. Have backup list ready
5. Be online at launch time
6. Use registrar with fast API
7. Have auto-registration script (advanced)

Manual registration:

Best practices:
- Use registrar's search and add to cart feature
- Pre-populate payment info
- Have list in priority order
- Start with most important
- Work fast (seconds matter)
- Have alternatives ready

Success rate: 10-30% for premium domains

API-based registration (advanced):

Some registrars offer:
- API access for developers
- Automated registration
- Millisecond registration speed
- Bulk registration capability

Requires:
- Technical knowledge
- API credentials
- Scripts/automation
- Pre-testing

Success rate: 40-60% for premium domains

Drop-catching services:

Some drop-catch services offer GA services:
- Monitor exact launch time
- Attempt registration automatically
- Charge only if successful
- Higher success rate

Cost: $50-200 per successful registration
Success rate: 60-80% for premium domains

Post-Launch GA

Hours after launch:

Most premium domains taken
Many good domains remain
Typos start being registered
Trademark variants appear
Portfolio holders accumulate

Days after launch:

Quality domains mostly gone
Creative combinations available
Longer phrases still available
Niche terms open
Trademark issues emerge

Weeks after launch:

Best domains taken or parked
Aftermarket activity begins
Pricing normalizes
Standard registration flow

Ongoing GA:

Continuous registrations
Domains expire and become available
Aftermarket sales
Normal domain ecosystem
Standard pricing

Complete Timeline Examples

Example 1: .app Launch (2018)

Registry: Google Registry

Timeline:

February 28, 2018: Sunrise begins
- Duration: 30 days
- Cost: $300 Sunrise fee + $12/year
- Eligibility: TMCH trademark holders only
- Result: 25,000+ Sunrise registrations

March 29, 2018: Sunrise ends

March 29-April 1, 2018: Early Access Period
- Day 1 (Mar 29): $12,000 premium
- Day 2 (Mar 30): $6,000 premium
- Day 3 (Mar 31): $3,000 premium
- Day 4 (Apr 1): $1,500 premium
- Result: Few thousand registrations

May 1, 2018: Limited Registration
- Day 5: $600 premium
- Day 6: $300 premium
- Day 7: $150 premium

May 8, 2018: General Availability
- Standard pricing: $12/year
- First-come, first-served
- Result: 100,000+ domains in first 24 hours

Note: No Landrush period used

Outcomes:

Total registrations (first month): 200,000+
Premium domains sold: Thousands at $1,000+
Trademark disputes: Minimal (Sunrise worked)
Success: Very successful launch

Example 2: .io Growth (Historical)

.io is a ccTLD, not new gTLD, but interesting case:

Background:

.io = British Indian Ocean Territory
Originally: Government/geographic use
Repurposed: Tech startup domain
No traditional Sunrise/Landrush

Evolution:
1990s: Barely used, few registrations
2000s: Some tech adoption
2010s: Massive tech startup adoption
2020s: Premium pricing, high demand

No formal launch phases:

.io predates new gTLD program
Always been general availability
Became popular organically
Premium domains in aftermarket

Lessons:

- Right TLD + right time = success
- Industry adoption drives value
- No Sunrise needed for existing TLDs
- Aftermarket provides second chance

Example 3: .design Launch (2015)

Registry: Donuts Inc.

Timeline:

March 26, 2015: Sunrise begins
- Duration: 60 days
- Cost: $1,000 Sunrise fee + $40/year
- Higher than average Sunrise cost

May 25, 2015: Landrush begins
- Duration: 14 days
- Cost: $200 application + $40/year
- Auctions for contested domains

June 8, 2015: Early Access begins
- Day 1: $5,000 premium
- Day 2: $2,500 premium
- Day 3: $1,250 premium
- Day 4: $625 premium
- Day 5: $300 premium

June 13, 2015: General Availability
- Standard: $40/year
- Immediate availability

Results:

Sunrise: 5,000+ domains
Landrush: 3,000+ domains
EAP: 2,000+ domains
First month GA: 15,000+ domains

Strong adoption by design industry
Premium domains valued at $5,000-50,000
Moderate trademark disputes
Considered successful launch

Example 4: .ai Recent Growth (2023)

.ai is ccTLD (Anguilla) with renewed interest:

Background:

.ai = Anguilla (Caribbean)
Managed by: Anguilla government
Always available: No Sunrise/Landrush historically

2023 AI boom effect:

Pre-2023:
- Moderate usage
- Some tech companies
- Pricing: $60-100/year

2023 (ChatGPT launch):
- Massive demand spike
- AI company adoption
- Premium pricing: $1,000+ for good domains
- Aftermarket sales: $10,000-100,000+

Current state:

No Sunrise/Landrush (established ccTLD)
Premium domains on aftermarket
High renewal fees
Very competitive registration

Lessons:

- External events drive domain value
- ccTLDs can become highly valuable
- Aftermarket more important than launch phases
- Right extension + right timing = value

Cost Breakdown by Phase

Per-Domain Cost Analysis

Sunrise Phase:

TMCH registration: $150/year (prerequisite)
Sunrise application: $500-2,000
Domain registration (1 year): Usually included
Annual renewal: $25-100/year

Total first year: $675-2,150
Total second year: $175-250 (TMCH + renewal)
Total third year: $25-100 (renewal only if TMCH dropped)

Only worth it if:
- You're a trademark holder
- Domain is critical for brand protection
- TLD is relevant to your business

Landrush Phase:

Application fee: $5-50 (usually refunded if fail)
Premium fee: $50-500
Auction (if contested): $0-$100,000+ (highly variable)
Domain registration: Included in premium
Annual renewal: $25-100/year

Total first year: $75-550 (no auction)
Total first year: $500-100,000+ (with auction)
Total subsequent years: $25-100

Worth it if:
- Domain is premium/valuable
- Likely to be taken at GA
- Can afford premium

Early Access Phase:

Premium (Day 1): $10,000+
Premium (Day 3): $2,500
Premium (Day 5): $500
Premium (Day 7): $50
Plus registration: $25-100
Annual renewal: $25-100

Total first year (Day 1): $10,000+
Total first year (Day 7): $75-150
Total subsequent years: $25-100

Worth it if:
- Critical domain
- Competition expected
- Can afford premium

General Availability:

Registration: $10-100
Annual renewal: $10-100

Total first year: $10-100
Total subsequent years: $10-100

Best option if:
- Budget constrained
- Domain not highly competitive
- Can accept alternatives

Portfolio Cost Example

Example: Tech startup protecting brand across 5 new TLDs

Scenario:

Brand: "TechCo" (registered trademark)
Relevant TLDs: .app, .dev, .tech, .io, .design
Domains: techco.[tld]
Strategy: Sunrise registration

Costs:

TMCH registration: $150/year (covers all TLDs)

Sunrise registrations:
- techco.app: $300
- techco.dev: $300
- techco.tech: $500
- techco.io: $1,500
- techco.design: $1,000

Subtotal Sunrise fees: $3,600

Annual renewals (subsequent years):
- .app: $12
- .dev: $12
- .tech: $25
- .io: $60
- .design: $40
Total annual: $149

Total first year: $3,750
Total second year: $299 ($150 TMCH + $149 renewals)
Total third year: $149 (renewals only, drop TMCH)

10-year cost: ~$5,300

Value analysis:

Cost to protect brand: $5,300 over 10 years
Cost if lost to cybersquatter: $10,000-100,000 to buy back
Legal costs if dispute: $5,000-50,000
Brand damage: Incalculable

Conclusion: Sunrise worth it for brand protection

Who Should Participate in Each Phase

Sunrise Period - Ideal for:

Trademark holders protecting brands:

✅ Established companies with registered trademarks
✅ Brands in relevant industries to new TLD
✅ Companies with trademark infringement history
✅ High-value brands worth protecting
✅ Companies launching in TLD's target market

Examples:
- Nike protecting nike.shoe
- Microsoft protecting microsoft.cloud
- Starbucks protecting starbucks.coffee

When to skip Sunrise:

❌ TLD not relevant to your industry
❌ Brand not at risk in this namespace
❌ Cost too high for your budget
❌ Can defend trademark in disputes instead
❌ No trademark registration

Landrush Period - Ideal for:

Domain investors:

✅ Professional domain investors
✅ Portfolio managers
✅ Speculators with research/analysis skills
✅ Those with budget for premium pricing
✅ Risk-tolerant participants

Strategy: Apply for multiple premium domains
Goal: Acquire and resell or develop

Business owners:

✅ Businesses wanting premium keywords
✅ Companies in TLD-relevant industries
✅ Startups needing perfect domain
✅ Those who miss can't find suitable alternatives
✅ Budget allows $100-500 per domain

Strategy: Apply for 1-3 critical domains
Goal: Secure perfect domain for business

When to skip Landrush:

❌ Budget constrained
❌ Domains not highly valuable
❌ Willing to accept alternatives
❌ Can wait for GA
❌ Risk-averse

Early Access Period - Ideal for:

Deep-pocketed buyers:

✅ Well-funded companies
✅ Urgent business need
✅ Ultra-premium domain required
✅ Can't risk losing at GA
✅ Budget of $1,000+ per domain

Example: Startup with $5M funding securing perfect.app for $2,500

Strategic registrants:

✅ Late Landrush entrants
✅ Missed Landrush allocations
✅ Last-chance premium acquisition
✅ Days 5-7 reasonable premiums
✅ Want certainty before GA

When to skip EAP:

❌ Budget limited
❌ Can wait for GA
❌ Domain not ultra-premium
❌ Risk-tolerant

General Availability - Ideal for:

Everyone:

✅ Individual users
✅ Small businesses
✅ Hobbyists
✅ Personal projects
✅ Budget-conscious buyers
✅ Alternative-friendly searchers
✅ Long-tail domain seekers

Strategy: Register at standard prices
Goal: Get decent domain at normal cost

Why most should wait for GA:

1. Lowest cost ($10-100 vs $500-2,000)
2. No speculation premium
3. Many good domains still available
4. Can register multiple alternatives cheaply
5. No auction risk
6. Standard renewal pricing
7. Can evaluate market first

Strategies for New TLD Launches

Strategy 1: Trademark Protection (Defensive Registration)

Who: Trademark holders

Goal: Prevent cybersquatting and brand confusion

Approach:

Phase: Sunrise only
Investment: TMCH + Sunrise fees
Domains: Exact trademark matches
Quantity: 1-5 per TLD
TLDs: Relevant to industry only

Steps:
1. Register trademark with TMCH ($150)
2. Monitor new TLD announcements
3. Evaluate TLD relevance
4. Apply during Sunrise for relevant TLDs
5. Secure exact trademark match
6. Don't develop, just protect
7. Renew annually

Example:

Brand: "CloudSoft" (software company)
Relevant TLDs: .app, .dev, .cloud, .tech
Irrelevant TLDs: .fashion, .food, .fitness

Register in Sunrise:
✅ cloudsoft.app
✅ cloudsoft.dev
✅ cloudsoft.cloud
✅ cloudsoft.tech

Skip:
❌ cloudsoft.fashion
❌ cloudsoft.food
❌ cloudsoft.fitness

Cost: ~$2,000 first year, $200/year ongoing
Value: Prevents $50,000+ buyback or legal fees

Strategy 2: Premium Domain Investment

Who: Domain investors

Goal: Acquire valuable domains for resale

Approach:

Phase: Landrush + GA launch
Investment: $2,000-10,000 per TLD launch
Domains: Premium keywords, short domains
Quantity: 10-50 per TLD
Hold period: 1-5 years
Exit: Aftermarket sales

Steps:
1. Research upcoming TLD launches
2. Analyze TLD potential (industry, marketing)
3. Identify premium available domains
4. Check trademark conflicts
5. Apply in Landrush for top domains
6. Register at GA for others
7. Hold and market for sale
8. Renew only profitable domains

Example:

TLD: .tech launch
Budget: $5,000
Strategy: Mix of Landrush + GA

Landrush applications (10 domains @ $200 avg):
- cloud.tech ($200)
- marketing.tech ($200)
- startup.tech ($200)
- mobile.tech ($200)
- web.tech ($200)
- design.tech ($200)
- software.tech ($200)
- app.tech ($200)
- data.tech ($200)
- api.tech ($200)
Subtotal: $2,000

GA registrations (50 domains @ $30 avg):
- Various compound/niche terms
Subtotal: $1,500

Total investment: $3,500
Expected wins: 7 Landrush, 50 GA = 57 domains
Cost per domain: $61
Renewal year 2: $1,700 (keep all)
Renewal year 3: $1,000 (drop half)

Expected sales over 3 years: $10,000-20,000
ROI: 100-300%

Strategy 3: Business Acquisition (Single Domain)

Who: Startups, businesses needing perfect domain

Goal: Secure ideal domain for business launch

Approach:

Phase: Landrush or EAP Day 5-7
Investment: $100-1,000 for one domain
Domains: One perfect domain
Quantity: 1 domain
Focus: Business launch

Steps:
1. Identify perfect domain for business
2. Check trademark status
3. Determine maximum value to business
4. Decide: Landrush or EAP or GA
5. Apply/register appropriately
6. Develop immediately
7. Build business on domain

Example:

Business: Design agency launching
Perfect domain: studio.design
Value to business: $2,000
Options:

Option A (Landrush):
- Application: $25
- If no contest: $200 premium
- If contested: $200-2,000 auction
- Risk: Outbid, lose domain
- Decision: Apply, set $2,000 max bid

Option B (EAP Day 5):
- Day 5 premium: $500
- Guaranteed: Yes
- Total: $500 + $40 = $540
- Risk: None
- Decision: Skip, too expensive vs Landrush

Option C (GA):
- Standard: $40
- Risk: Someone else registers
- Speed: Must be fast
- Decision: Too risky, domain too perfect

Chosen: Landrush application, $2,000 max bid
Result: Won at $400 auction
Total: $440 first year
Value: Domain is core brand identity, worth it

Strategy 4: Portfolio Builder (Long-term Hold)

Who: Portfolio domain investors

Goal: Build large portfolio in new TLD for long-term appreciation

Approach:

Phase: Primarily General Availability
Investment: $5,000-50,000 per TLD
Domains: Mix of premium and good domains
Quantity: 100-1,000+ domains
Hold period: 5-10 years
Exit: Gradual sales, let TLD mature

Steps:
1. Identify promising new TLD
2. Register at GA (low cost)
3. Acquire mix of domains
4. Minimal Landrush (only best)
5. Focus on GA volume
6. Hold for 5-10 years
7. Renew profitable ones
8. Drop others
9. Sell gradually as TLD matures

Example:

TLD: .app launch (2018)
Strategy: Long-term portfolio

Landrush (5 ultra-premium):
- photo.app, music.app, game.app, shop.app, video.app
- Cost: $1,000 (auctions)

GA Day 1 (200 premium):
- Various dictionary and category words
- Cost: $2,400 (200 × $12)

GA Week 1 (300 good domains):
- Compound words, phrases, categories
- Cost: $3,600 (300 × $12)

Total: 505 domains, $7,000 investment

Year 1: Hold all, renew $6,000
Year 2: Drop 100 poor performers, renew $4,900
Year 3: Drop 100 more, renew $3,700
Year 4-5: Sell 50 domains @ $200 avg = $10,000
Year 5-10: Sell 100 domains @ $500 avg = $50,000
Year 10: Hold 155 best domains

Total investment: $25,000 (reg + renewals)
Total sales: $60,000
Net profit: $35,000
ROI: 140% over 10 years

Strategy 5: Wait and Buy Aftermarket

Who: Risk-averse buyers, later entrants

Goal: Acquire domains after launch at potentially lower prices

Approach:

Phase: Months after GA
Investment: Variable
Domains: Aftermarket acquisitions
Quantity: As needed
Timing: Let market stabilize

Steps:
1. Skip all launch phases
2. Wait 3-6 months
3. Monitor aftermarket
4. Identify available domains
5. Make offers to holders
6. Acquire at negotiated price
7. Often cheaper than Landrush/EAP

When this works:

- Speculators overestimated value
- Domains not developed
- Holders want to reduce portfolio
- Renewal costs motivate sales
- Market proves TLD less popular

Result: Often acquire for $50-500 domains that cost $500-2,000 in Landrush

Example:

Domain: marketing.design
Landrush cost: $1,000 (auction)
6 months later: $300 (aftermarket offer accepted)
Savings: $700

Why:
- Holder registered speculatively
- No buyer materialized
- Renewal coming up ($40)
- Willing to accept $300 to exit
- Buyer saves $700 by waiting

Risks and Considerations

Risk 1: Overpaying for Speculative Value

The risk:

Paying premium prices ($500-2,000) for domains that:
- Never sell
- Have no development potential
- Decline in value
- Cost more in renewals than worth

Common causes:
- TLD doesn't gain adoption
- Poor domain selection
- Overestimating demand
- Market speculation bubble

Example:

Scenario: Investor pays $500 in Landrush for "shoes.fashion"

Year 1: Domain registered, listed for $5,000
Year 2: No buyers, renew $40, listed for $3,000
Year 3: No buyers, renew $40, listed for $1,000
Year 4: No buyers, renew $40, listed for $500
Year 5: Let expire

Total cost: $500 + $120 = $620
Total revenue: $0
Loss: $620

Lesson: .fashion didn't gain expected traction
"shoes" too generic
Wrong TLD for the domain

Mitigation:

- Research TLD viability thoroughly
- Check registry marketing commitment
- Assess industry adoption potential
- Start small in new TLD
- Set maximum investment per TLD
- Drop non-performing domains quickly

Risk 2: Trademark Infringement

The risk:

Registering domain that:
- Infringes registered trademark
- Causes confusion with brand
- Leads to UDRP dispute
- Results in forced transfer
- Incurs legal costs

Even if unintentional

Example:

Scenario: Investor registers "apple.tech" in GA

Apple Inc.:
- Has "Apple" trademark
- Files UDRP complaint
- Proves trademark rights
- Proves bad faith registration (famous mark)
- Wins transfer

Investor:
- Loses domain
- Loses registration cost
- Potential legal fees
- Wasted time
- No compensation

Mitigation:

Before registering:
1. Search USPTO trademark database
2. Search EUIPO (EU trademarks)
3. Check TMCH records
4. Google the term + company
5. Check Sunrise registrations
6. If major brand, skip it

Safe domains:
- Generic terms (not trademarked)
- Descriptive terms
- Common phrases
- Your own business name

Risk 3: TLD Doesn't Gain Adoption

The risk:

New TLD fails to gain:
- Industry adoption
- User familiarity
- Search engine trust
- Commercial value
- Aftermarket demand

Result: Domains worthless

Example:

Historical failures (low adoption):
- .biz (launched 2001, never popular)
- .info (spam association)
- .mobi (mobile web obsolete)
- Hundreds of obscure new gTLDs

Successful launches:
- .io (tech industry adopted)
- .ai (AI boom helped)
- .app (Google marketing, HTTPS required)
- .co (country code, but gained adoption)

Mitigation:

Evaluate TLD potential:
✅ Strong registry operator (Google, Donuts)
✅ Industry relevance
✅ Marketing commitment
✅ Clear use case
✅ Memorable extension
✅ Pronounceable
✅ Not confusing

Red flags:
❌ Obscure extension
❌ No clear audience
❌ Weak registry operator
❌ No marketing budget
❌ Too many competing TLDs

Risk 4: Auction Price Escalation

The risk:

Landrush auctions can escalate:
- Competitive bidding
- Emotional decisions
- Overpaying significantly
- Winner's curse
- Buyer's remorse

Especially for premium domains

Example:

Domain: ai.tech

Landrush auction:
Bidder A: $500
Bidder B: $1,000
Bidder A: $2,000
Bidder B: $3,000
Bidder A: $4,000
Bidder B: $5,000
Bidder A: $7,500 (wins)

Actual value: $2,000
Paid: $7,500
Overpayment: $5,500

Cause: Competitive bidding, emotion, ego

Mitigation:

- Set maximum bid before auction
- Don't exceed it
- Walk away if exceeded
- Use automated bidding
- Don't get emotional
- Calculate actual value
- Consider alternatives
- Remember: GA is backup option

Risk 5: Holding Cost Accumulation

The risk:

Annual renewals add up:
- Year 1: $25
- Year 2: $25
- Year 3: $25
- Year 4: $25
- Year 5: $25
- Total: $125

For portfolio of 100 domains:
- Annual cost: $2,500-10,000
- 5-year cost: $12,500-50,000

If domains don't sell:
Loss compounds

Mitigation:

Portfolio management:
- Review portfolio quarterly
- Drop non-performers
- Keep only profitable domains
- Set profitability criteria
- Track all costs
- Don't get attached to domains
- Be ruthless about dropping

Example criteria:
Year 1-2: Hold all
Year 3: Drop if no interest
Year 4: Drop if no offers >50% of cost
Year 5: Drop if no profit potential

Risk 6: Premium Pricing Changes

The risk:

Some registries change premium pricing:
- Initially: $500/year
- Later: $50/year (after adoption fails)
- Or: $50/year → $500/year (after adoption succeeds)

Renewal costs unpredictable

Example:

Domain: example.premium-tld
Year 1: $500 registration
Year 2: $500 renewal
Year 3: Registry raises to $1,000
Year 4: Now $1,000/year

Options:
- Pay $1,000 (expensive)
- Let expire (lose investment)
- Sell quickly (fire sale)

Lesson: Premium domains have pricing risk

Mitigation:

- Read registry renewal policies
- Prefer standard-priced domains
- Be wary of high premium renewals
- Factor future increases into valuation
- Set maximum acceptable renewal cost
- Exit strategy if renewals spike

How to Find Upcoming TLD Launches

Official ICANN Sources

ICANN New gTLD Application Site:

URL: newgtlds.icann.org
Information:
- All new gTLD applications
- Delegation status
- Timeline updates
- Registry contacts

How to use:
1. Visit site
2. Search by TLD or registry
3. Check delegation status
4. Monitor for launch announcements

ICANN Registry Agreement Database:

URL: icann.org/resources/pages/registries
Information:
- Delegated TLDs
- Registry operators
- Agreement dates
- Contact information

TLD Launch Tracking Services

TLD-List.com:

Features:
- Upcoming TLD launches
- Launch phase dates
- Pricing information
- Registry details

Updates: Weekly
Cost: Free

Best for: General monitoring

Domainincite.com:

Features:
- Industry news
- Launch announcements
- Analysis and commentary
- Executive perspectives

Updates: Daily
Cost: Free (premium subscription available)

Best for: Industry professionals

NameStat.org:

Features:
- TLD statistics
- Growth tracking
- Launch tracking
- Market analysis

Updates: Real-time
Cost: Free

Best for: Statistical analysis

Registry Operator Websites

Major registry operators to follow:

Google Registry (registry.google):

TLDs operated:
- .app, .dev, .page, .how, .soy, .meme
- .new, .nexus, .google

Announcements:
- Blog posts
- Email newsletters
- Twitter: @GoogleRegistry

Quality: High (good marketing, adoption)

Donuts Inc (donuts.domains):

TLDs operated:
- 200+ TLDs (.agency, .bio, .cafe, .design, etc.)

Announcements:
- Website updates
- Email notifications

Quality: Variable (some succeed, many don't)

Identity Digital (identity.digital):

TLDs operated:
- .live, .online, .store, .tech, .fun, .space

Announcements:
- Blog
- Newsletter
- Social media

Quality: Mixed

Domain Registrar Announcements

Major registrars announce launches:

GoDaddy:

• Email announcements to customers
• Blog posts
• Early access programs

Namecheap:

• Blog announcements
• Pricing pages
• Email notifications

Google Domains (now Squarespace):

• Limited TLD selection
• Blog announcements

Porkbun:

• Twitter announcements
• Website updates
• Competitive pricing

Setting Up Monitoring

Create monitoring system:

1. RSS feeds:
   - Subscribe to domain industry blogs
   - DomainIncite RSS
   - ICANN announcements RSS

2. Email alerts:
   - Register for registry newsletters
   - Registrar announcements
   - TMCH notifications

3. Social media:
   - Follow @ICANN
   - Follow @GoogleRegistry
   - Follow domain industry accounts
   - Set up keyword alerts

4. Calendar:
   - Add known launch dates
   - Set reminders 30/14/7/1 days before
   - Review calendar weekly

5. Spreadsheet:
   - Track upcoming launches
   - Monitor phases and dates
   - Note relevant TLDs
   - Calculate budgets

Historical Launch Examples

Success: .io Adoption by Tech Industry

Background:

TLD: .io (British Indian Ocean Territory ccTLD)
Registry: Internet Computer Bureau (ICB)
Launch: 1997 (predates new gTLD program)
No Sunrise/Landrush: Was always GA

Growth timeline:

1997-2010: Minimal usage, mainly government/tech infrastructure
2010-2013: Early tech startup adoption
2013-2015: Rapid growth, Y Combinator startups
2015-2020: Mainstream tech adoption
2020+: Premium tech domain extension

Registrations:
2010: ~10,000 domains
2015: ~150,000 domains
2020: ~400,000 domains
2025: ~600,000+ domains

Why it succeeded:

✅ Perfect for tech (I/O = Input/Output)
✅ Short, memorable
✅ Available names when .com saturated
✅ Adopted by successful startups
✅ Network effect (others followed)
✅ Premium pricing created prestige

Key domains:
- github.io (used for GitHub Pages)
- socket.io (WebSocket library)
- hundreds of tech startups

Lessons:

- Right industry fit drives adoption
- Being "different" can be advantage
- Network effects matter
- Tech industry is early adopter
- Premium pricing can signal quality

Success: .app Launch by Google (2018)

Launch strategy:

Registry: Google Registry
Launch date: May 2018
Marketing: Extensive Google promotion
Requirement: HTTPS only (security feature)
Target: App developers, mobile companies

Timeline:

February 2018: Sunrise (30 days)
March 2018: Early Access (7 days, declining premium)
May 2018: General Availability

First 24 hours GA: 100,000+ registrations
First month: 200,000+ registrations
First year: 500,000+ registrations
Current: 1,000,000+ registrations

Why it succeeded:

✅ Clear target audience (app developers)
✅ Google's marketing muscle
✅ HTTPS requirement (security selling point)
✅ Memorable and relevant
✅ Strong Sunrise protection
✅ Reasonable pricing
✅ Perfect timing (mobile app boom)

Premium sales:
- Short domains sold for $10,000+
- Industry keywords highly valued
- Strong aftermarket

Lessons:

- Strong registry matters
- Clear use case drives adoption
- Security features add value
- Marketing budget essential
- Target audience must exist

Moderate Success: .design Launch (2015)

Launch strategy:

Registry: Donuts Inc.
Launch: 2015
Target: Design industry
Marketing: Moderate

Timeline:

March 2015: Sunrise (60 days, $1,000 fee)
May 2015: Landrush (14 days)
June 2015: Early Access (5 days)
June 2015: General Availability

First month: 15,000 registrations
First year: 50,000 registrations
Current: 100,000+ registrations

Why moderate success:

✅ Clear target audience
✅ Good availability of names
✅ Industry adoption by designers
✅ Reasonable pricing

⚠️ Niche market (smaller than .com)
⚠️ Less marketing than Google TLDs
⚠️ Design agencies slow to change
⚠️ Competition from .com, .studio, .co

Lessons:

- Niche TLDs can work
- But market size matters
- Industry adoption takes time
- Not all will be massive successes
- Can still be profitable at smaller scale

Failure: .biz and .info (Early 2000s)

Background:

Launched: 2001 (early alternatives to .com)
Promise: Professional alternatives to .com
Reality: Failed to gain credibility

.biz timeline:

2001: Launched with excitement
2002-2005: Some adoption
2005+: Negative perception
Current: 1.5M domains (vs 160M for .com)

Problems:
- Perceived as "couldn't get .com"
- Spammers adopted it
- Low quality sites
- Never shed negative perception

.info timeline:

2001: Launched for information sites
2002-2005: Heavy spam/parked domain use
2005+: Tainted reputation
Current: 3.5M domains

Problems:
- $2 registration promotions
- Spammers flooded namespace
- Legitimate businesses avoided it
- Perception: low quality

Lessons:

❌ Being "alternative to .com" isn't enough
❌ Low prices attract spam
❌ Reputation hard to recover
❌ First mover not always winner
❌ Need differentiation beyond price

Mixed: Various New gTLDs (2014-2020)

ICANN's 2012 new gTLD program results:

Launched: 1,200+ new gTLDs

Big successes (10-20 TLDs):

.app, .dev, .io, .ai, .co, .me
Strong adoption, high value

Moderate successes (50-100 TLDs):

.tech, .online, .store, .shop, .design
Niche adoption, moderate value

Failures (1,000+ TLDs):

.accountants, .bike, .democrat, .rocks, .ninja
Minimal adoption, very low value
Many have <1,000 registrations

Lessons:

- Most new TLDs fail
- Success requires marketing + relevance
- Generic/obscure TLDs don't work
- Industry fit crucial
- Registry quality matters
- 90%+ failure rate for new TLDs

Dispute Resolution

UDRP (Uniform Domain-Name Dispute-Resolution Policy)

What it is:

ICANN policy for resolving trademark disputes
Available for: All gTLDs
Process: Arbitration (not lawsuit)
Timeline: 60-90 days typically
Cost: $1,500-5,000 for complainant

When applicable:

Trademark holder can file UDRP if:
1. Domain is identical or confusingly similar to trademark
2. Registrant has no rights or legitimate interests
3. Domain registered and used in bad faith

Examples of bad faith:
- Cybersquatting famous brand
- Registered to sell to trademark holder
- Disrupting competitor's business
- Pattern of trademark abuse

UDRP process:

1. Trademark holder files complaint
   - Submit evidence
   - Pay filing fee ($1,500+)
   - Choose arbitration provider (WIPO, Forum)

2. Respondent notified
   - 20 days to respond
   - Submit defense
   - Pay fee if want 3-panelist

3. Panelist(s) reviews case
   - Examine evidence
   - Apply UDRP rules
   - Issue decision (60-90 days)

4. Possible outcomes:
   - Transfer: Domain transferred to complainant
   - Cancel: Domain canceled
   - Deny: Respondent keeps domain

Defending against UDRP:

Valid defenses:
✅ Legitimate business use
✅ Common term, not just trademark
✅ Registered before trademark existed
✅ Fair use / commentary
✅ No confusion with trademark

Won't work:
❌ "I didn't know about trademark"
❌ "I was going to use it someday"
❌ "It's a common word" (if famous trademark)
❌ "I registered first" (if trademark predates)

URS (Uniform Rapid Suspension)

What it is:

Faster, cheaper alternative to UDRP
Available for: New gTLDs only (not .com/.net/.org)
Timeline: 2-3 weeks
Cost: $300-500
Result: Suspension (not transfer)

When applicable:

Only for clear-cut cases:
- Identical to trademark
- Obvious cybersquatting
- No legitimate use
- No gray areas

Standard higher than UDRP:
- "Clear and convincing" evidence required
- Designed for obvious infringements only

URS process:

1. Complainant files ($300-500)
2. Examiner reviews (3-5 days)
3. Respondent notified (14 days to respond)
4. Decision (21 days total)

Outcomes:
- Suspend: Domain suspended (doesn't resolve)
- Deny: Respondent keeps domain
- No transfer option (unlike UDRP)

Sunrise Dispute Resolution

Sunrise challenges:

If you believe Sunrise registration was invalid:
1. File challenge with registry
2. Prove trademark invalid or misused
3. Registry reviews
4. Domain transferred or allocation confirmed

Timeline: 30-60 days
Cost: $500-2,000
Success rare: Most Sunrise registrations upheld

Grounds for challenge:

Valid reasons:
- TMCH credentials forged
- Trademark doesn't match domain
- Trademark invalid/expired
- Registrant not trademark holder

Won't work:
- "I wanted it too"
- "They won't use it"
- "It's generic"

Avoiding Disputes

If you're registering domains:

Do:
✅ Avoid famous trademarks
✅ Use for legitimate business
✅ Develop/use the domain
✅ Respond to trademark holder inquiries
✅ Have clear legitimate purpose

Don't:
❌ Register competitor trademarks
❌ Park domains on trademark terms
❌ Offer to sell to trademark holder
❌ Register pattern of trademark domains
❌ Ignore cease and desist letters

Best Practices

For Trademark Holders

1. Register trademark with TMCH early

Do this BEFORE new TLD launches:
- Cost: $150/year
- Validity: Covers all future launches
- Benefit: Ready for any Sunrise

Timing:
- Register 6+ months before target TLD launch
- Allows time for validation
- Ensures no last-minute issues

2. Prioritize relevant TLDs

Don't register in every TLD (expensive)
Focus on:
- Industry-relevant extensions
- Geographic regions you operate
- TLDs with strong registry/marketing
- Extensions your audience uses

Skip:
- Irrelevant industries
- Obscure extensions
- Low-adoption TLDs

3. Register variations during Sunrise

Consider these patterns:
- yourname.tld
- yournameinc.tld
- yournamecorp.tld
- theyourname.tld

Only if:
- Budget allows
- High-value brand
- History of squatting issues

4. Monitor claims service

After GA launch:
- Monitor TMCH claims notifications
- Respond quickly to potential infringements
- Contact registrants if necessary
- File UDRP/URS if bad faith

5. Don't overextend budget

Reality check:
- Most TLDs won't gain major adoption
- Protecting in .com/.net/.org most important
- New TLDs are supplementary
- Cost adds up quickly

Prioritize and be selective

For Domain Investors

1. Research before investing

Evaluate each TLD launch:
- Registry operator quality
- Marketing commitment
- Target industry size
- Similar TLD performance
- Launch pricing
- Renewal costs

Skip launches that don't meet criteria

2. Avoid trademark infringement

Never register:
- Fortune 500 brand names
- Famous trademarks
- Direct competitors' brands
- Misspellings of famous brands

Check before registering:
- USPTO trademark database
- TMCH records if available
- Google the term + "company"

3. Start small in new TLDs

First TLD launch: $500-1,000 investment
Proven TLD: $5,000+ investment

Learn the TLD before scaling:
- Test market demand
- Assess aftermarket
- Verify renewal costs
- Check actual adoption

4. Track all costs meticulously

Spreadsheet should include:
- Domain name
- Registration cost
- Registration date
- Annual renewal cost
- Total invested
- Offers received
- Sales if any

Review quarterly and drop losers

5. Set clear exit criteria

Example rules:
- Year 3: Drop if no offers >25% of cost
- Year 5: Drop if no offers >50% of cost
- Year 7: Drop if no profit
- Any time: Drop if renewal >$100 and no interest

Don't get attached to domains

For Businesses Needing Domains

1. Wait for GA if budget limited

For most businesses:
- GA provides plenty of options
- Standard pricing affordable
- Can register multiple alternatives
- Allows testing different approaches

Only do Landrush if:
- Perfect domain critical
- Budget allows
- Worth premium

2. Have backup options ready

Don't depend on one domain:
- Primary choice
- 2-3 backup options
- All acceptable for business
- Register best available

Flexibility saves money

3. Check trademark before registering

Even for GA registration:
- Search USPTO
- Google the term
- Check if major brand
- Verify no trademark conflicts

Avoid future disputes

4. Consider alternatives to new TLDs

Options beyond new TLDs:
- Creative .com compounds
- Exact match .co/.io
- .org for appropriate orgs
- Country code TLDs

New TLDs not always necessary

5. Evaluate actual value to business

Ask:
- Will domain impact revenue?
- Is it memorable for customers?
- Does it help marketing?
- What's the actual ROI?

If low value:
- Skip premium phases
- Register cheap at GA
- Focus budget on business development

Frequently Asked Questions

What's the difference between Sunrise and Landrush?

Sunrise is exclusively for registered trademark holders with TMCH credentials, lasts 30-60 days, costs $500-2,000+, and protects brand names from cybersquatting. Landrush is open to everyone, lasts 7-30 days, costs $50-500, and allows early registration before general availability. Sunrise comes first and requires trademark proof; Landrush requires no special qualifications.

Do I need a trademark to register during Sunrise?

Yes, absolutely. Sunrise is exclusively for trademark holders who have registered their marks with the Trademark Clearinghouse (TMCH). You must have a valid, registered trademark (not pending or common law) and active TMCH subscription ($150/year). Without these, you cannot participate in Sunrise and must wait for Landrush or General Availability.

How much does it cost to register a domain during Sunrise?

Sunrise registration typically costs $500-2,000+ for the initial registration, plus $150/year for TMCH registration, plus standard annual renewal fees ($25-100/year). Total first-year cost is usually $675-2,150. Costs vary significantly by TLD - premium extensions like .io may cost $1,500+ while others like .app cost around $300. This is 10-50x more expensive than GA registration.

What happens if multiple trademark holders want the same domain in Sunrise?

If multiple valid trademark holders apply for the same domain during Sunrise, the registry initiates an auction. All qualified applicants are invited to bid, and the highest bidder wins the domain. Unsuccessful bidders receive refunds of their Sunrise fees. The winning bidder pays the auction amount plus the original Sunrise fee. This ensures fair allocation when legitimate trademark holders have competing rights.

Is it worth paying premium prices in Landrush?

It depends on the domain's value to you. Pay Landrush premiums if: the domain is perfect for your business, it's a premium keyword likely to be taken at GA, you can afford $100-500, and it's worth that amount to your business or portfolio. Wait for GA if: you're budget-constrained, the domain isn't critical, you can accept alternatives, or you're risk-tolerant. Most casual users should wait for GA.

Can I register a trademarked term if I don't own the trademark?

Generally no, especially for famous marks. Registering someone else's trademark can lead to UDRP dispute, forced transfer, and potential legal liability. Exceptions exist for generic terms (e.g., "apple" for fruit business), fair use commentary, or legitimate business use predating the trademark. When in doubt, don't register it - trademark disputes are expensive and you'll likely lose.

How do I find out about upcoming TLD launches?

Monitor these sources: ICANN's new gTLD site (newgtlds.icann.org), TLD-List.com for launch calendars, registry operator websites (Google Registry, Donuts), domain registrar announcements, domain industry news sites (DomainIncite), and TMCH notifications if you're a trademark holder. Set up RSS feeds and email alerts, and follow industry social media accounts for announcements.

What's the best phase to register domains: Sunrise, Landrush, or GA?

For trademark holders protecting brands: Sunrise (despite high cost, prevents cybersquatting). For investors seeking premium domains: Landrush or GA Day 1 (balance of access and cost). For businesses on budget: Wait for General Availability (lowest cost, still good options). For most users: General Availability (standard pricing, sufficient availability). Only pay premium if domain is truly critical.

Do new TLDs rank as well as .com in Google?

Yes, according to Google. Search engines treat all gTLDs equally - .com, .tech, .app, and others rank based on content quality, not extension. However, user perception differs: .com domains get more trust and traffic from users. So technically equal SEO, but practically .com still has advantages in user behavior. Choose based on branding and availability, not SEO.

What happens if no one registers a domain during Sunrise?

If no valid Sunrise applications are received for a domain, it becomes available in the next phase (Landrush). The domain gets no special protection - anyone can register it. This is common for longer or less desirable domains that don't match registered trademarks. The domain proceeds through normal launch phases: Landrush, Early Access (if applicable), then General Availability.

Key Takeaways

• Four launch phases exist: Sunrise (trademark holders, 30-60 days, $500-2,000+), Landrush (everyone, 7-30 days, $50-500), Early Access (declining prices, 1-7 days), and General Availability (standard pricing, ongoing)
• Sunrise requires trademark: Must have registered trademark and TMCH registration ($150/year) to participate in Sunrise period
• Costs increase dramatically earlier: Sunrise costs 10-50x more than GA, Landrush 2-10x more, only worth it for critical domains
• Most should wait for GA: Unless you're protecting a trademark or need a premium domain, General Availability offers best value
• Trademark research is critical: Always check USPTO, EUIPO, and TMCH to avoid registering trademarked terms
• Set maximum bids before auctions: Don't get emotional in Landrush/Sunrise auctions, stick to pre-determined value limits
• Most new TLDs fail: 90%+ of new TLDs never gain significant adoption, research registry quality and marketing commitment
• TMCH enables all Sunrise participation: One TMCH registration ($150/year) allows participation in all future TLD Sunrise periods
• Portfolio costs accumulate: Annual renewals add up quickly, review portfolio quarterly and drop non-performers
• Disputes favor trademark holders: UDRP and URS processes strongly favor trademark holders, avoid potential infringement
• Network effects matter: TLD success depends on industry adoption, not just individual domain quality
• Have exit strategy: Set clear criteria for when to sell or drop domains, don't hold losers indefinitely

Next Steps

Check Upcoming TLD Launches

1. Visit Launch Tracking Sites

   • Browse TLD-List.com for calendar
   • Check ICANN new gTLD database
   • Follow domain industry news
   • Monitor registry announcements

2. Evaluate Relevant TLDs

   • Identify launches relevant to your industry
   • Research registry operator quality
   • Assess marketing commitment
   • Check pricing and policies

3. Plan Your Strategy

   • Decide which phases to participate in
   • Set budget for registrations
   • Prepare list of desired domains
   • Create monitoring calendar

Protect Your Trademark

1. Register with TMCH

   • Gather trademark documentation
   • Submit to trademark-clearinghouse.com
   • Pay $150/year fee
   • Receive SMD file

2. Monitor New Launches

   • TMCH sends launch notifications
   • Review relevance to your brand
   • Prepare Sunrise applications
   • Budget for relevant TLDs

3. Participate in Sunrise

   • Apply during Sunrise window
   • Submit SMD credentials
   • Pay Sunrise fees
   • Secure your brand names

Build Domain Portfolio

1. Research TLD Launches

   • Identify promising new TLDs
   • Evaluate adoption potential
   • Check trademark issues
   • Assess commercial value

2. Prepare Application List

   • List desired domains
   • Check trademark conflicts
   • Prioritize by value
   • Set maximum bids

3. Execute Strategy

   • Apply in Landrush for premium
   • Register at GA for volume
   • Track all costs
   • Monitor performance

Start with DomainDetails

Use DomainDetails.com to research domains and TLDs:

• Domain lookup - Check availability and trademark status
• RDAP/WHOIS search - Verify current ownership
• Domain monitoring - Track domains you're interested in
• Launch tracking - Stay updated on new TLD launches

Start Researching Domains →

Related Articles

• Understanding Domain Extensions: Complete Guide
• New gTLDs vs Traditional Extensions: Which to Choose?
• Domain Trademark Research: How to Avoid Legal Issues
• Domain Lifecycle Stages: From Registration to Deletion

Research Sources

1. ICANN - New gTLD Program Documentation
2. ICANN - Trademark Clearinghouse Implementation Details
3. Trademark Clearinghouse (Deloitte) - Official Documentation
4. ICANN - Applicant Guidebook for New gTLDs
5. Google Registry - .app and .dev Launch Case Studies
6. Donuts Inc. - New gTLD Launch Best Practices
7. WIPO - UDRP and Domain Dispute Resolution Guidelines
8. USPTO - Trademark Registration and Protection Policies
9. Domain Industry News Archives (DomainIncite, Domain Name Wire)
10. Registry Operator Launch Documentation (Various Registries)
11. New gTLD Adoption Studies and Market Analysis
12. ICANN - Sunrise and Trademark Protection Policies