New gTLD use cases not much use

ICANN has come in for periodic criticism over the last decade or so for not being sufficiently enthusiastic in public about its new gTLD program, but this time around it’s trying to do something about it.

New gTLD program participants have said that ICANN should have thrown more of its substantial resources into marketing the program, raising the profile of both the application period and the availability of new gTLDs when they go live.

But, under community guidance for the 2026 application window, Org started promoting the program earlier this year, with the publication of a “Next Round Champion’s Toolkit” web site containing ready-made marketing materials that consultants and gTLD service providers are free to use to reach out to their respective communities or sales prospects.

The latest component of this effort is a batch of 13 “use case” documents, each covering a specific gTLD from the 2012 round, compiled by ICANN, “each providing a compelling example of how different types of organizations use gTLDs”.

ICANN was wise to avoid calling them “case studies”. They’re pretty lightweight, with not [m]any particularly useful insights or actionable nuggets of advice. A cynic might summarize the 13 documents thus:

Hey, did you know .CEO/.SECURITY/.BANK exists? It really does! Here’s barely 500 words of elevator-pitch fluff from the registry’s PR folk, presented in the format of one of those glossy, double-sided, one-page inserts you find in a conference schwag bag and toss into your hotel room trash can unread when trying to reduce the weight of your carry-on.

Six out of the 13 use cases are generics run by XYZ Registry. Five are big-C “Community” gTLDs (including the geographic/linguistic niche offerings .gal, .lat and .bzh). Microsoft is the only dot-brand registry represented.

Notably, given how much emphasis ICANN has been putting on its goal to expand outreach efforts in under-served regions (op-eds and press releases have started popping up in places like India and Nigeria recently), there are no IDN gTLD use cases yet. And all the use cases are in English.

Still, I expect the use cases could be useful to Next Round “Champions” in some scenarios, certainly not as later-stage decision support but rather as part of an arsenal of foot-in-the-door introductory materials aimed at prospects utterly unaware that new gTLDs exist.

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Tagged: ICANN, new gTLDs, next round