Defensive dot-brands are renewing, making ICANN millions

Companies that have not used their dot-brand gTLDs in a decade are nevertheless renewing their registry contracts with ICANN, leading to a situation where even ICANN seems to be benefiting directly from defensive registrations.

In just the last month or so, the registries behind .delta, .cipriani, .gallup, .icbc, .frontier, .alibaba, .taobao and others have renewed their Registry Agreements for a second 10-year term, despite having never registered a single second-level domain name.

Far more dormant dot-brands have renewed their contracts this year than have voluntarily terminated them.

According to my database, there are 116 dot-brand gTLDs today that have only ever registered their obligatory nic.[brand] domain and nothing else. That’s from a total of 369 dot-brands still live in the DNS.

Given that the absolute minimum a registry has to pay ICANN is its $25,000 annual registry fee — rising to $25,800 on January 1 — it looks like ICANN is making about $3 million per year, a couple of percent of its annual budget, from defensive dot-brands.

Registrar and back-end registry services partners are of course also making revenue from these unused brand gTLDs, but the terms of those contracts are typically not public.

There are any number of reasons why dormant dot-brands may renew their RAs. They may still be playing wait-and-see, they may be spooked by the looming 2026 application round, or they may just have an aggressive BLOCK EVERYTHING brand management strategy.

A dot-brand that was actually used is shutting down

It’s been a slow year for self-terminating dot-brand gTLDs, but today we’ve seen our third.

Lipsy, a UK-based women’s fashion retail brand owned by Next, has told ICANN it wants to end its Registry Agreement for .lipsy, which it has operated since 2016.

What’s unusual about this termination is that Lipsy actually had quite a lot of registered domains — at least 133 over the years, of which 132 were still active a month ago.

My records show that all of its domains apart from the registry home page were deleted October 22, the day before the company sent its termination notice to ICANN.

The domains were generally product keywords which pretty much all redirected to next.co.uk or nextdirect.com; Lipsy’s own web site had also redirected to Next’s since 2018.

Almost all of its domains were registered between December 2020 and July 2022. It hasn’t registered any since.

.lipsy was on Verisign’s back-end until May 2023, when it switched to Identity Digital.

Straggler gTLD signs first ICANN contract for years

One of the outstanding contested gTLDs from the 2012 application round looks set to be delegated finally, after the winning bidder signed its Registry Agreement with ICANN.

Merck Registry Holdings Inc is now the officially contracted registry for .merck, and it appears the intent is to be a dot-brand jointly controlled by two unaffiliated chemical companies of the same name.

An American company and a German company, both called Merck and with common roots that were severed during World War I, now seem set to have equal ownership rights to .merck, after over a decade of legal wrangling.

Both companies applied for .merck, and according to the ICANN process the American one won because the German one withdrew its application.

However, the winning application was amended in 2021 to say that the registry intends to transfer its contract to a newly formed UK company called MM Domain Holdco Ltd.

Company records indicate that this shell firm is a 50:50 joint venture of the two Mercks, with over a million dollars cash in the bank.

It seems that the two firms intend to share the gTLD, and run it as a dot-brand for both of their benefit, which is pretty rare.

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).