YNOT – The “Landrush” phase of registration for dot-xxx domains began Tuesday. Landrush is the second of a scheduled three-phase rollout that began with Sunrise in September and will culminate on Dec. 6 with the launch of the General Availability period.

Landrush extends through Nov. 25, offering those who wish to secure so-called “premium” dot-xxx domains the opportunity to claim one or more before the system opens to the world at large. A few premium dot-xxx names — generally considered more valuable because they employ short, suggestive or generic words and phrases often employed as search terms for adult content — already have been auctioned on the open market. Nevertheless, the possibilities remaining are almost limitless, according to Stuart Lawley, chief executive officer of ICM Registry, the entity charged with administering the adult-content-specific domain space.

“We are fully dedicated to the needs of the adult entertainment industry,” Lawley said. “Our goal is to offer an incredible opportunity to secure premium names they’ve always wanted. This is a brand new domain, so the opportunities are endless. Adult site owners can find new ways to expand their existing online presence, develop new brands or connect with their fans.”

Unlike the General Availability registration period, Landrush is not a first-come, first-served situation. Instead, domain owner-hopefuls may apply for any available domain. At the end of the Landrush period, all domain names that have attracted more than one application will proceed to a closed auction among the applicants. Domains that attracted only one applicant will be awarded to that applicant.

Note that a non-refundable $100 application fee (which may vary by registrar) and the refundable first year’s registration fee (which definitely varies by registrar) must accompany each application. Auction losers will see no reimbursement of application fees.

Adult Performers who wish to secure their stage names in dot-xxx may apply directly through ICM’s Adult Performer Program, which waives fees beyond the annual registration price charged by individual registrars.