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Six private new gTLD auctions raise $9m

We now know (roughly) how much a new gTLD is worth.

The new gTLD contention sets for .club, .college, .luxury, .photography, .red, and .vote have been settled in a series of auctions this week that raised over $9 million.

That’s an average price of $1.5 million per string.

Writing on CircleID, Innovative Auctions project director Sheel Mohnot confirmed that the withdrawal of Donuts’ application for .vote was a result of losing the auction.

We also already know that .CLUB Domains won its auction.

But Mohnot did not reveal the winners of the other four auctions, each of which was a two-way fight between Donuts and one rival. ICANN’s web site does not yet reflect any other withdrawals.

His article does, however, quote Top Level Design and Luxury Holdings, which applied for .photography and .luxury respectively, as saying they were happy with the outcome.

Assuming they won too (which is of course not certain) that would mean Donuts lost at least four of the six auctions.

Donuts had originally submitted 63 strings to auction, but they could of course only go ahead if all of its competitors agreed to participate.

One wonders if the company submitted its lowest-value strings first in order to build up its war chest for future auctions. A good chunk of the $9 million raised will have flowed straight into its coffers.