AI and games among July’s interesting dot-brand domains

A domain hosting a fun little video game for Lidl staff was the highlight dot-brand domain registration in July.

There were 210 registrations in dot-brands in July 2024, spread across 34 individual TLDs. As usual, the largest registrant was German financial services firm Deutsche Vermögensberatung, which gives .dvag domains to its agents, with 90 new regs.

Just like in the non-brand space, not all dot-brand regs immediately resolve publicly. Some never will. Others, technical indicators show, are only designed for private corporate purposes.

These are the new domains that caught my eye in July.

levelup.lidl (also level-up.lidl) — These domains leads to a surprisingly polished, cutesy-cutesy browser game where the player, presumably a new hire at the German supermarket giant, controls a cartoon potato (?) character as they wander around a 3D landscape interacting with other characters to learn about Lidl’s corporate values. Okay, I admit I only gave it five minutes, but it surely beats a PowerPoint.

gemini.google — Gemini is Google’s AI chatbot. The brand has been around since last December, but it took until July for the matching .google domain to be registered. It currently resolves to gemini.google.com, the official Gemini site. Google also registered another of its brands, fitbit.google, in the month, but it does not currently publicly resolve.

sustainability.bostik (and 27 others) — Adhesives maker Bostik registered 28 .bostik domains in July, all related to product categories (paper.bostik, tape.bostik), customer verticals (transportation.bostik, construction.bostik) or corporate purposes (history.bostik, careers.bostik). The company only has 36 active .bostik domains, registering none for over a year, so the new regs suggest a possible rethink of the dot-brand, even though the domains don’t yet publicly resolve.

escapegames.bnpparibas — Why would BNP Paribas, a large French bank, be interested in “escape games”? Is it planning on locking people in its massive safes? The domain doesn’t currently resolve, so I couldn’t tell you.

sellersinyourcommunity.amazon (and variants) — Amazon also registered the likes of sellersofthecommunity.amazon and sellersinthecommunity.amazon, but the registration of siyc.amazon suggests “Sellers In Your Community” is to be the correct brand for whatever localized e-commerce initiative the online retailer has in mind.

Eight interesting recent dot-brand registrations

If somebody told me that this blog spends altogether too much time shitting on dot-brand gTLDs, I probably wouldn’t argue with them very long or hard before conceding they probably have a point.

So I thought it might be useful, in the interests of balance, to occasionally (perhaps monthly) highlight some of the more interesting dot-brand registrations I’ve spotted recently.

There’s usually plenty to choose from — 34 dot-brand registries registered a total of 135 domains in June, many of which already resolve to live web sites, and there have been over 25,000 registrations to date — so these picks are purely subjective.

lra.amazon

LRA could stand for a great many things, but one of those things is Labour Relations Agency, which raises an eyebrow given that Amazon is currently fighting its warehouse workers’ attempts to unionize in the UK. Right now, it doesn’t resolve for me.

showthemyourpride.itv

I’ve seen this one promoted on the actual television here in the UK! It’s a campaign by broadcaster ITV, fronted by comedian Alan Carr, to get people to make gay people’s lives a little easier by calling out homophobia and such. It was registered June 27, when Pride Month was pretty much over.

go.volvo

The domain only leads to a 404 right now, but it’s notable because it’s Volvo’s first registered .volvo domain and the name is suggestive of some kind of planned portal site or redirect function. Fifty other dot-brands already have go.brand domains registered. Car brands have had a mixed history in the dot-brand space — some have enthusiastically embraced the concept, others have cancelled their registry contracts. In the first category, both .bmw and .mini also received “go.” registrations in June.

listen.afl

.afl is for the Australian Football League, and this domain redirects to a directory of its podcasts on its main .com.au web site.

ca.pioneer

Providing national portals using two-letter country codes at the second level is a fairly popular dot-brand use case, with Germany’s .de the most popular if you exclude strings that are also English words (my, id, it, etc). You might expect ca.pioneer to lead you to a Canadian portal, but it actually takes you to… ahem… usa.pioneer.

admaker.jio

Indian telco JIO is using this domain for a service that makes advertisements, believe it or not. It has about 20 other .jio domains, like stream.jio and translate.jio, that lead, without redirects, to similar hosted apps.

gpt.lundbeck

Registered by the pharma giant back in May, this is the second registered “gpt” in a dot-brand after gpt.fox. Presumably standing for AI buzz-phrase Generative Pre-trained Transformer, I can’t tell you what either site does because they’re password protected. Lundbeck has over 270 .lundbeck domains, most of which resolve.

beam.google

Could this be the eventual brand for Google’s Project Starline videoconferencing technology, which was first announced back in 2021? It certainly seems possible, given that this April-registered domain leads, without a domain redirect, to the Starline web site.

A dot-brand so unloved they killed it twice

Indian consumer goods firm Dabur has told ICANN to turn off its dot-brand for the second time, having had second thoughts a few years ago.

The company, which mainly sells Ayurvedic alternative medicine products, had originally asked for its registry contract for .dabur to be terminated in 2021, but changed its mind shortly before ICANN actually pulled the trigger.

As I noted at the time, dabur.com popped up a prominent fraud warning when people visit the site, urging people to only trust dabur.com to source its products.

There was a dot-brand business case right there, but evidently Dabur couldn’t find it. The fraud pop-up still appears today, three years later.

The gTLD did have a few registered domains, but my records show no zone file activity since 2017.

Germany crosses 10,000 dot-brand domains milestone

The number of domains registered to Germany-based dot-brand registries crossed the 10,000 mark in the last few weeks, thanks to a handful of enthusiastic registrants.

That’s almost half of all the domains currently showing up in dot-brand zone files, which stands at just over 21,000, according to my database.

German companies have been the most-prolific users of dot-brands, with the financial services company Deutsche Vermögensberatung (DVAG) currently accounting for over 7,500 domains.

As well as having several corporate web sites on .dvag domains, DVAG gives out firstname-lastname.dvag domains to its network of financial advisors, with each domain redirecting to a personalized, template-driven digital business card on dvag.de.

Car-maker Audi, part of Volkswagen, is the second-biggest user, with over 1,700 current .audi domains connecting its network of dealerships and many domains for individual car brands. Its dealers also get template-driven brochureware web sites, but there’s no redirect to a different TLD.

Fellow car-maker BMW and retailer Schwarz Gruppe, owner of the Lidl supermarket chain, are among the other dot-brands with hundreds of domains to their name.

Microsoft moving its cloud apps from .com to .microsoft

Microsoft is planning to move all of its Microsoft 365 apps off a multitude of .com domains and consolidate them all under .microsoft, its dot-brand gTLD.

The company says it will move Teams, Outlook, and Microsoft 365 web apps to the cloud.microsoft domain. They currently use domains such as outlook.office.com, teams.microsoft.com and microsoft365.com.

It first announced the move in April last year and this week reminded developers of apps that use its cloud platform that they need to support the new domain.

Explaining the move to the dot-brand last year, the company wrote:

Consolidating authenticated user-facing Microsoft 365 experiences onto a single domain will benefit customers in several ways. For end users, it will streamline the overall experience by reducing sign-in prompts, redirects, and delays when navigating across apps. For admins, it will drastically reduce the complexity of the allow-lists required to help your tenant stay secure while enabling users to access the apps and services they need to do their work.

Microsoft plans to launch the teams.cloud.microsoft domain in June but run the two domain schemes in parallel for a while, so as to not unnecessarily break apps in its developer ecosystem.

It’s not going to dump microsoft.com altogether, saying that it plans to use it for “non-product experiences such as marketing, support, and e-commerce.”

The cloud.microsoft domain is already one of the more visible dot-brand names out there, ranking in the top 20 most-visited, according to Majestic rankings.

Hat tip: The Register.

Cosmetics brand terminates its gTLD

Brazilian cosmetics maker Natura has become the latest new gTLD operator to tell ICANN to terminate its dot-brand contract.

The company said it is “no longer interested” in operating .natura, and ICANN has agreed to end the Registry Agreement.

Natura was not using the domain beyond the mandatory nic.natura, but my records show that it did start experimenting with usage about five years ago.

A handful of domains, including global.natura, app.natura and innovationchallenge.natura were active and resolved to full-content web sites, but these were all shut off at the end of 2023.

The move comes at a time when Natura has been in a cost-cutting drive, divesting various assets and de-listing itself from the New York Stock Exchange.

The string “natura” is a dictionary word in some languages, meaning “nature” in Italian for example, so it could feasibly be applied for in future new gTLD program rounds.

Airline gTLD crashes and burns

Another would-be dot-brand has added itself to the list of “On second thoughts…” gTLD registries, asking ICANN to tear up its contract.

Century-old Avianca, Colombia’s largest airline, filed its termination papers with ICANN in December and ICANN published them for comment last week.

While the original 2012 application clearly stated that .avianca was intended as a single-registrant dot-brand, Avianca never actually got around to applying for its Spec 13 exemptions so I won’t be technically counting it as a dead dot-brand.

Despite being operational since early 2016, the TLD never had any registrations beyond the mandatory nic.avianca registry placeholder.

The back-end registry services provider and original application consultant was Identity Digital (née Afilias).

Life insurance company kills dot-brand

An American life insurance company’s gTLD has become the 25th dot-brand to be abandoned in 2023.

The Guardian Life Insurance Company of America has asked ICANN to cancel its contract to run .guardian, which it has barely used.

The company had been running a newsletter at connect.guardian but interest in that seems to have dried up around 2020. No other .guardian domains had been registered.

It had been in a bit of a scuffle with UK newspaper publisher Guardian News and Media, which also applied for .guardian, during the application process.

The publisher settled for .theguardian instead, but abandoned that post-delegation in 2016, after selling sister newspaper brand .observer to Identity Digital.

Assuming the termination is not withdrawn, it will leave ICANN with 375 contracted dot-brands, from its initial total of 494.

Two more dot-brands bite the dust

Comcast has told ICANN it no longer wishes to operate two of its dot-brand gTLDs, which it hasn’t been using.

The US cable company said it wants to terminate its Registry Agreements for .comcast and .xfinity but didn’t say why.

My records show no registered names in either TLD, apart from the obligatory nic. domains. Comcast has no other dot-brands.

Assuming the terminations go through, it will reduce the number of contracted dot-brands to 376 from an initial total of 494.

Gap drops some dot-brands

American clothing retailer Gap has dumped two of its unused dot-brand gTLDs.

The company has told ICANN to terminate its registry contracts for .oldnavy and .bananarepublic, the names of two of its store chains, saying it isn’t using them.

Gap still owns .gap, and hasn’t yet asked for it to be cancelled, but it isn’t using that either.

The company’s TLDs all run on GoDaddy’s back-end and are managed by Fairwinds Partners.

The terminations bring the total number of dead dot-brands this year to 23, spread across 12 companies.