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ICANN (the Internet Corporation for Assigned Names and Numbers) has faced criticism over the years for its lackluster promotion of the new gTLD (generic top-level domain) program. Many participants in the domain industry have argued that ICANN should have invested more effort and resources into marketing the program, especially during the application period and after the launch of new gTLDs. In response, ICANN has recently taken steps to address this concern as it prepares for the next application window in 2026. However, its latest initiative—a series of “use case” documents—has sparked mixed reactions.
ICANN’s Efforts to Promote New gTLDs
Under community guidance, ICANN launched a “Next Round Champion’s Toolkit” earlier this year. This initiative provides ready-made marketing materials that consultants and gTLD service providers can use to educate their audiences and attract potential customers. The toolkit is part of a broader effort to raise awareness about new gTLDs ahead of the 2026 application round.
As part of this campaign, ICANN recently released 13 “use case” documents showcasing how organizations are utilizing specific gTLDs from the 2012 round. These documents aim to provide compelling examples of the practical benefits of adopting new gTLDs. However, their effectiveness has been called into question.
The Content of the Use Cases
The use case documents are designed to highlight the value of various gTLDs, such as .CEO, .SECURITY, and .BANK. However, they have been criticized for being overly simplistic and lacking actionable insights. Each document is brief—around 500 words—and reads more like promotional material than an in-depth analysis or case study. They resemble glossy brochures often found in conference swag bags, which are rarely given serious attention.
Of the 13 use cases:
- Six focus on generic gTLDs operated by XYZ Registry.
- Five highlight community-based gTLDs, including niche offerings like .gal (for Galician speakers), .lat (for Latin America), and .bzh (for Breton culture).
- Only one represents a dot-brand registry: Microsoft’s use of its branded TLD.
Interestingly, despite ICANN’s stated goal of expanding outreach in underserved regions, none of the use cases feature internationalized domain names (IDNs). Additionally, all materials are presented exclusively in English, potentially limiting their accessibility to non-English-speaking audiences.
Potential Impact and Limitations
While these use cases may not provide deep insights or detailed guidance for businesses considering new gTLDs, they could still serve a purpose in certain scenarios. For example:
- Awareness Building: These materials might help introduce prospects—especially those unfamiliar with new gTLDs—to the concept and potential benefits.
- Sales Support: Registries and service providers could use them as part of an initial pitch to spark interest among potential customers.
However, their utility appears limited when it comes to convincing decision-makers or providing concrete evidence of success stories. To truly drive adoption, ICANN may need to invest in more comprehensive case studies that offer measurable outcomes and strategic insights.
Missed Opportunities
The absence of IDN-focused use cases is particularly notable given ICANN’s recent outreach efforts in regions like India and Nigeria. Promoting IDNs could help demonstrate how new gTLDs can support linguistic diversity and foster local internet ecosystems. Additionally, translating these materials into multiple languages would make them more accessible to a global audience.
Looking Ahead
As ICANN continues its preparations for the next round of gTLD applications in 2026, there is room for improvement in its promotional strategies. While initiatives like the Next Round Champion’s Toolkit and use case documents are steps in the right direction, they need to be more robust and inclusive to achieve their intended impact. By creating detailed case studies with real-world data and expanding outreach efforts to underserved regions, ICANN can better support the growth and adoption of new gTLDs.
In conclusion, while these use cases may have some value as introductory materials, they fall short of addressing deeper industry needs. For ICANN to truly champion the next round of gTLDs, it must go beyond surface-level promotion and deliver meaningful resources that resonate with diverse stakeholders worldwide.