YNOT – The Sunrise early registration period for dot-xxx domain names ended at noon ET Monday. In slightly less than eight weeks, more than 80,000 domains were registered in the space, exceeding overseer ICM Registry’s projections by 700 percent.
“We couldn’t be happier about the success of the Sunrise period,” said ICM Chief Executive Officer Stuart Lawley, who announced the registration figures late Monday. “There is always a risk with a new [Top Level Domain] that you may build it and nobody will come. We are thrilled that over 80,000 applications came.
“In fact, the dot-xxx Sunrise period results far exceeds those of any other new sponsored TLD, including dot-mobi, dot-asia and even that of dot-co that re-launched last year with a significant marketing campaign,” he added. “We look forward with great anticipation to Landrush, opening next week, and General Availability on Dec. 6, which is when the fun really starts.”
The Sunrise period, which was extended by three days to accommodate what Lawley called “overwhelming” demand, was designed to allow trademark and brand owners a last-minute opportunity to apply for corresponding dot-xxx domain names. Altogether during the period, which began Sept. 7, 78,938 trademarked and pre-owned names were acquired, while 1,524 other names were allocated as part of ICM’s Founders Program. According to Lawley, the Founders Program allowed some companies and individuals to secure so-called premium domain names, often in bulk, at rates that may have been less than what the names would have fetched at auction.
Earlier this year, Lawley predicted 10,000 domains would be claimed during Sunrise registration.
Landrush registration, which will open Nov. 8, is a restricted 17-day period set aside for members of the adult entertainment community who want to secure premium dot-xxx domain names. 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 in order to test the waters. Some of those that remain may be purchased outright, while others may become the subject of “closed mini-auctions” among several interested parties, Lawley indicated.
Unlike the General Availability registration period, which will open Dec. 6, 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 an auction among the applicants. Domains with only one applicant simply will be awarded to that applicant.
Note that a non-refundable $100 application fee and the refundable first year’s registration fee must accompany each application. Auction losers will see no reimbursement of application fees.
Landrush ends Nov. 25.
