Top Level Domain Holdings has ramped up its new gTLD pre-registration effort with a new database service that enables registries to automatically collate and price their premium names.
TLDH chairman Fred Krueger told DI today that new gTLD registry operators will be able to automatically generate a list of up to 70,000 premium names — with associated prices — for their TLD(s).
It works using a proprietary taxonomy of strings in 500 categories, put together by about 30 people working for TLDH, and baseline .com pricing estimates calculated by various online tools such as Estibot.
If you’re the registry for .web, for example, you might decide that all premium .web domains are worth 50% of the .com price, and you could create your premium names list accordingly with just a few clicks.
But if you’re the registry for a narrower, niche gTLD, you might want to assign values by category, subcategory or individual name.
If you’re .poker, you might decide that names in the OpenDB “gambling” category are worth 300% of .com, due to the affinity between the TLD and the second level, and that “sports” names are worth 50%, but everything else is worth just 1% of the corresponding .com name.
A possible drawback of the system might be that the algorithmic .com price estimates underlying it are just that — estimates, based on factors such as Google search volume and Adwords cost-per-click.
Online tools that do this kind of price estimation are quite often criticized or mocked for under- or over-pricing names in existing TLDs.
Another drawback might be that while 70,000 is certainly a lot of strings, it might not dive deeply enough into the potential premium pool for very niche gTLDs.
If the service catches on, I expect it will wind up competing with consultancies that offer expertise-based pricing, such as Right Of The Dot, and brokerage platforms such as Sedo.
So far only PeopleBrowsr (.ceo, .best) has openly committed to use the system.
TLDH says that it will start offering any names in OpenDB via its affiliated Minds + Machines registrar, with a 20% markup.
There’s also an OpenDB API that registrars can use to add these premium names to their own storefronts, Krueger said.