.CLUB CEO on selling to GoDaddy, Clubhouse, and .club’s “twerking moment”

.CLUB Domains CEO Colin Campbell says he’s planning to continue to promote the .club gTLD long after its acquisition by GoDaddy Registry, announced earlier today, closes.

The deal was one of several announced last night by GoDaddy, the highlight being the $120 million purchase of MMX’s portfolio of 28 gTLD contracts.

While the price of the .club deal was not disclosed, Campbell confirmed that it’s a contract reassignment rather than a purchase of the company. He’s not expecting any ICANN regulatory friction, pointing out that .club is relatively small fry in the grand scheme of things.

But .club is arguably one of the success stories of the new gTLD program.

It currently stands at over a million domains under management, recently boosted by the launch of the third-party audio conferencing app Clubhouse, which has driven demand.

“I think Clubhouse was the twerking moment for .club,” Campbell said. “It’s the moment everyone realized — holy shit this is the best domain on the market to start a community, to start a club.”

“Our volume of premium domains went up 700% in January,” he said. “We exploded.”

I understand a “twerking moment” to be a nodal point in a business’s performance so sensational that one feels obliged to stand up at one’s desk and “twerk“. I’d rather not think about it too much, to be honest.

Campbell said the volume decline .club was experiencing prior to Clubhouse launching — its zone file shrank by 200,000 names in 2020 — is misleading as a metric of measuring growth.

“We’ve always been growing,” he said. “What we’ve been doing the last few years is raising prices for the first year, so our quality of registrations is higher now than it’s ever been. Volume’s a joke… what we’re talking about is real registrations, real users. It’s all about usage.”

He was ambivalent on whether the GoDaddy deal would have happened without the Clubhouse boost.

“.club was growing very fast with real usage,” he said. “Clubhouse had nothing to do with this — in my opinion — but who knows, you’d have to ask GoDaddy.”

It seems .CLUB Domains the company will wind up eventually, but Campbell said it will continue to promote the TLD even after the deal closes in a few months.

“I will never stop supporting .club, this is part of my DNA,” Campbell said. Pressed, he said that the company will continue to operate until at least the end of the year.

But why sell his baby? Campbell said “.club was never for sale”, so it appears GoDaddy reached out to .CLUB first. But Campbell sees GoDaddy as a safe pair of hands.

“The people that run GoDaddy Registry are Nicolai [Bezsonoff], and Lori Anne [Wardi], who were the co-founders of .co and they’ve done a good job of promoting .co and I really believe that can promote .club in a similar way,” Campbell said.

.club back over a million names as Clubhouse drives growth

The .club gTLD’s zone file is back into seven figures as of last week, largely due no doubt to the increasing popularity of the new Clubhouse app.

As of yesterday, 1,005,145 domains could be found in the .club file, up from a recent low of 960,000 in early January.

The Clubhouse app, unaffiliated with .CLUB Domains, launched in April last year but started gathering mainstream media attention in mid-January, prompting a flurry of speculation in .club names. From what I gather, it’s an audio chatroom service.

It’s currently invitation-only, and only available on Apple’s iOS devices, which limits it reach. One assumes there could be upside potential for .club when the app fully opens up.

.club peaked at about 1.25 million domains in late 2019.

Amid .club boom, one AV vendor is blocking the whole damn TLD

.club may be experiencing a mini-boom in sales due to the popular new Clubhouse app, but one antivirus vendor has reportedly decided to block the entire TLD.

According to Forbes, the free MalwareBytes Browser Guard plug-in will warn users attempting to visit .club sites that it’s a “suspicious top-level domain”, adding that .club is “frequently used by scam or phishing sites, but can be used by legitimate websites as well”.

Users can click through to dismiss the warning and visit the site if they choose.

It seems a lot like overkill or an algorithmic glitch to me — .club has never been a particularly malware-friendly TLD. According to SpamHaus, only 0.9% of the .club domains that it’s seen in the wild could be considered “bad”.

After a disappointing second half of 2020, which saw about 300,000 domains disappear from its zone file, .club has seen a bit of a recovery in the last two weeks, largely due to a popular new audio social media app called Clubhouse.

Since the app started getting media attention earlier this month, .club has become the latest TLD hit by domain investor speculation with .CLUB Domains CEO Colin Campbell describing sales on January 15 as “absolute pandemonium”.

While .club has added about 30,000 domains to its zone since then, it’s not yet enough to counteract last year’s decline in volume. Luckily for .CLUB, many of its sales have been of premium-priced names.

It’s unlikely that these latest registrations are related to the MalwareBytes block.

.CLUB lowers premium prices to sell through registrars

.CLUB Domains has lowered the price of many of its reserved “premium” domain names in order to make them more easily available via the registrar channel, the company announced today.
Dozens of names previously priced above $20,000, and therefore only available via brokers, have been reduced to between $10,000 and $19,000, according to chief marketing officer Jeff Sass.
The company’s EPP system has tiered pricing and the top tier is $20,000, so registrars are not able to directly sell higher-priced names.
Sass said some of the repriced names include nyc.club, travellers.club, delivery.club, biking.club, fun.club, growth.club and home.club.

Brand-blocking service plotted for porn gTLDs

MMX wants to offer a new service for trademark owners worried about cybersquatting in its four porn-themed gTLDs.
The proposed Adult Block Services would be similar to Donuts’ groundbreaking Domain Protected Marks List and the recent Trademark Sentry offering from .CLUB Domains.
The service would enable big brands to block their marks from registration across all four TLDs for less than the price of individual defensive registrations.
Prices have not been disclosed, but a more-expensive “Plus” version would also allow the blocking of variants such as typos. The registry told ICANN:

The Adult Block Services will be offered as a chance for trademark owners to quickly and easily make labels unavailable for registration in our TLDs. For those trademark owners registering domain names as a defensive measure only, the Adult Block Services offer an easy, definitive, and cost-effective method for achieving their goals by offering at-a-stroke protection for TLDs included in the program. The Adult Block Services are similar to the Donuts’ DPML, Uniregistry’s EP and EP Plus and the .Club UNBS and should be immediately understood and accepted by the trademark community.
The Adult Block will allow trademark owners to block unregistered labels in our TLDs that directly match their trademarks. The Adult Block Plus will allow trademark owners to block unregistered, confusingly similar variations of their trademarks in our TLDs.

It seems more akin to DPML, and Uniregistry’s recently launched clone, than to .CLUB’s forthcoming single-TLD offering.
The Registry Service Evaluation Process request was filed by ICM Registry, which was acquired by MMX last year.
It only covers the four porn gTLDs that ICM originally ran, and not any of the other 22 gTLDs managed by MMX (aka Minds + Machines).
This will certainly make the service appear less attractive to the IP community than something like DPML, which covers Donuts stable of 242 TLDs.
While there’s no public data about how successful blocking services have been, anecdotally I’m told they’re quite popular.
What we do have data on is how popular the ICM gTLDs have been in sunrise periods, where trademark owners showed up in higher-than-usual numbers to defensively register their marks.
.porn, .adult and .sex garnered about 2,000 sunrise regs each, more than 20 times the average for a new gTLD, making them three of the top four most-subscribed sunrise periods.
Almost one in five of the currently registered domains in each of these TLDs is likely to be a sunrise defensive.
Now that sunrise is long gone, there may be an appetite in the trademark community for less-expensive blocks.
But there have been calls for the industry to unify and offer blocking services to cover all gTLDs.
The brand-protection registrar Com Laude recently wrote:

What brands really need is for registry operators to come together and offer a universal, truly global block that applies across all the open registries and at a reasonable price that a trademark owner with multiple brands can afford.

Quite how that would happen across over 1,200 gTLDs is a bit of a mystery, unless ICANN forced such a service upon them.

.CLUB to let brands block “trillions” of domains for $2,000

.CLUB Domains has launched a service for trademark owners that will enable them to block an essentially infinite number of potential cybersquats for a $2,000 payment every three years.
But the restrictions in place to avoid false positives mean that some of the world’s most recognizable brands would not be eligible to use it.
The service is called Trademark Sentry. In February, .CLUB asked ICANN for approval to launch it under the name Unlimited Name Blocking Service.
It’s cast by the registry roughly as a kind of clone of Donuts’ five-year-old Domain Protected Marks List, which enables brands to block their marks across Donuts’ entire portfolio of 242 gTLDs for far less than they would pay defensively registering 242 domains individually.
But while Donuts has a massive stable of TLDs, .CLUB is a one-horse town, so what’s going on?
Based on promotional materials .CLUB sent me, it appears that Trademark Sentry is primarily a way to reduce not defensive registration costs but rather UDRP costs.
Instead of blocking a single trademarked string across a broad portfolio of TLDs — for example google.ninja, google.bike, google.guru, google.charity… — the .CLUB service allows brands to block any domain that contains that string in a single TLD.
For example, Google could pay .CLUB $2,000, and for the next three years it would be impossible for anyone to register any .club domain that contained the substring “google”.
Any potential cybersquatter who went to a registrar and tried to register domains such as “mygooglesearch.club” or “googlefootball.club” or “bestgoogle.club” or “xreegtegooglefwrreed.club” would be told by the registrar that the domain was unavailable.
It would be blocked at the registry level, because it contained the blocked string “google”.
Customers will be able to add typos to the blocklist for a 50% discount.
To the best of my knowledge, this is not a service currently offered by any other gTLD registry.
It’s precisely the kind of thing that the IP lobby at ICANN was crying out for — albeit without the obligation to pay for it — prior to the 2012 application round.
.CLUB reckons it’s a money-saver for brand owners who find themselves filing lots of UDRP complaints.
UDRP complaints cost at least $1,500, just for the filing fees with outfits such as WIPO. They can cost many hundreds more in lawyers fees.
Basically, if you expect your brand will be hit by at least one UDRP in .club in the next three years, $2,000 might look like a decent investment.
.club domains have been subject to 279 UDRP complaints over the last five years, according to UDRPSearch.com.
But .CLUB has put in place a number of restrictions that are likely to seriously restrict its potential customer base.
First, the trademark will have to be “fanciful”. The registry says:

To qualify for Unlimited Name Blocking a trademark must be fanciful as defined by the USPTO and meet the .CLUB Registry’s additional requirements and subject to the .CLUB Registry’s discretion. Marks that are not fanciful but when combined with another word become sufficiently unique may be allowed.

“Apple” would not be permitted, but “AppleComputer” might be.
.CLUB told me that any trademark that, if blocked, would prevent non-infringing uses of the string would also not qualify for the service.
If you look at a UDRP-happy brand like Lego, which has already filed several complaints about alleged cybersquats in .club, it would certainly not qualify. Too many words end in “le” and begin with “go” for .CLUB to block every domain containing “lego”.
Similarly, Facebook would likely not qualify because one can imagine non-infringing uses such as facetofacebookmakers.club. Twitter is a dictionary word, as is Coke. Pepsi is a substring of dyspepsia. Amazon is primarily a geographic term. McDonald’s is derived from a common surname, as are Cartier and Heinz.
For at least half of the famous brands that pop into my head, I can think of a reason they will probably not be allowed to use this service.
.CLUB also won’t allow trademarks shorter than five characters.
Still, for those brands that do qualify, and do have an aggressive UDRP-based enforcement policy, the service seems to be priced at a point where an ROI case can be made.
Like Donuts’ DPML domains, anything blocked under Trademark Sentry is not going to show up in zone files, so we’re not going to have any objective data with which to monitor its success.

.CLUB announces three years of price increases

.CLUB Domains is to increase its wholesale registry fees by $1.90 over the next three years.
The company announced that the increases for .club names will come on July 1 this year, next year, and in 2021.
The current price is $8.05 per domain per year. This will go up to $8.95, then $9.45, then $9.95.
They’re the first price changes .CLUB has implemented, other than discounts, since its launch in 2014.
The gTLD had almost 1.5 million names under management at the last public count, and has about 1.16 million names in its zone file today.
It saw a growth surge in the second half of 2018 due to aggressive discounting in China — with AliBaba selling new names for as little as $0.44 — which led to a corresponding increase in abuse.
.CLUB is a rare example of a private TLD operator that is fairly open about its financials.

.CLUB sees spam double after China promotion

.CLUB Domains has seen the amount of spam in .club double a month after seeing a huge registration spike prompted by a deep discount deal.
The registry saw its domains under management go up by about 200,000 names over a few days in early August, largely as a result of a promotion at Chinese registrar AliBaba.
AliBaba sold .club domains for CNY 3 ($0.44) during the promotion, helping it overtake GoDaddy as the top .club registrar.
At that time, spam tracker SpamHaus was reporting that 17.9% of the .club domains it was seeing in the wild were being used in spam.
Today, that number is 35.4%, almost double the August 7 level. SpamHaus does not publish the actual number of spammy domains for .club; that honor is only bestowed upon the top 10 “bad” TLDs.
Correlation does not equal causation, of course. There could be factors other than the AliBaba promotion that contributed to the increase, but I believe there’s probably a link here.
.CLUB chief marketing officer Jeff Sass told DI:

When registrars have domains “on sale”, there is always the chance that low-cost domains will be attractive to abusers. We monitor abuse proactively, and respond promptly to complaints, as well as monitor our registrar partners collectively and individually.

It’s almost certainly unfair of me to single out fluctuations in .club here, rather than take a comparative look at multiple TLDs. There are certainly many worse TLDs per SpamHaus’ statistics — .men leads among the gTLDs, with 87.2% spam.
But, given the industry truism that cheaper domains leads to more abuse, I think such a large increase correlating with such a successful promotion is a useful data point.

.CLUB revenue not all that

.CLUB Domains may be one of the 5000 fastest-growing companies in the US, according to Inc magazine, but it’s returning the majority of its revenue back to its registrars.
CEO Colin Campbell revealed this week that the company returns almost 70% of its gross revenue in the form of rebates.
The revelation came in an interview with Domain Name Wire on its latest podcast.
Campbell told Andrew Allemann that in 2017 .CLUB had $9.3 million in what he called “cash flow” or “gross revenue”.
But “net cash” or “net revenue”, after rebates was just $2.8 million, meaning $6.5 million was returned to registrars via promotions.
The interview came a few days after Inc named the company 1164th in its 2018 list of fastest-growing US companies.
Inc had .CLUB’s revenue at $7.2 million, but that appears to have been calculated using the usual accounting standards of deferring revenue into future periods over the lifetime of the domain subscription.
.club has something like 1.4 million names under management.
Campbell said that the company is “adding about a million dollars of net revenue per year” and he predicted 2018 gross cash to come in at $10.5 million and net to come in at $3.7 million.
That’s a net revenue figure, remember, not a profit or net income line. Campbell said he’s more interested in growing the business rather than paying taxes on profits.
The aggressive rebating seems to have a focus in China, where it has regular deals with the likes of Alibaba (which was .club’s biggest registrar with 20% of the market at the last count) and West.cn.
While .CLUB is private, Campbell has been frank about its performance in the past.
The DNW interview follows DI’s interview with Campbell on more or less the same topic last September, and DNW’s in 2016.
It’s a good podcast, you should have a listen.

.CLUB revenue reportedly $7.2 million

.CLUB Domains had $7.2 million of revenue in 2017.
That’s according to Inc magazine, which ranked the company at 1164th in its 2018 Inc 5000 list of the fastest-growing US-based companies.
Growth over three years for .CLUB, which is listed as having 17 employees, was 419%, according to the profile.
.club is one of the best-performing new gTLDs in terms of volume, with over 1.3 million domains under management, according to the company.
While it has generally steered away from deep discounting, it has in recent weeks benefited from a huge increase in sales — adding over 100,000 names to its zone file in just a few days earlier this month — as a result of a sale at the Chinese registrar Alibaba, which sold .club names for the RNB equivalent of $0.44.
That had the effect of diverting .club from a decline that looked like it would shortly have seen it dip below one million zone names for the first time in over a year.