NEW YORK, NY – This week a new gTLD sale made the news, not because of its great keyword, but due to its high price and its ending extension. The domain name casino.online recently sold for over $200,000.00 at SEDO.
This might seem like a domainers dream-sale turning a lucky registrant into an instant success, but it was far from a general availability registration; it was actually a domain name reserved by the registry. So basically, it was, for the most part, a planned sale, and a big win for the registry and potentially, the buyer, but not so telling for .online domains in general.
This new domain name might be soon developed into a thriving site, or it might not be. It could be used for a huge online casino site to serve the masses throughout the world, or it could sit parked (like 98% of these) waiting to be used or sold off for another decade; only time will tell. But what it can’t be, is used to measure the success of the .online TLD. Here is why…
The only thing that will measure the success of new gTLDs in general is when mass amounts of users begin to register them without the need for the .com. When both consumers and businesses begin to build their foundations on new gTLD domains without worry or concern for who may be the holder of the .com version of the domain, or whether or not the .com is even registered – that is when we will know that new domain extensions are winners.
Not when casino.online sells for $200,000.00. Not when BWM launches a niche domain on their very own next100.bmw. Not when Barclays announces the TLDs .barclays and .barclaycard. And not even when we see Google use domains such as domains.google or abc.xyz. These are all abnormalities.
ab·nor·mal·i·ty ˌnoun: the quality or state of being abnormal. Synonyms: unusualness, uncommonness, irregularity, deviation.
Success for new gTLDs domains in general is when the public begins to ask what the ending address is – now we’re at a point where new gTLDs are ready to take off.
If you were to give someone your phone number without the beginning area code, the receiver would immediately ask what area code you are in. Without it, they would have to try a few local area codes (if you are a local and they know it) or maybe the 800 extension if it’s for a support line or a major brand. They are not going to go beyond that; it’s too convoluted.
In a similar example, if you were to give someone your email address without the ending extension (suchandsuch@suchandsuch), the receiver would generally assume it ended in .com – maybe .net or maybe even .org. But They’re not going to go beyond that; it’s too convoluted, and most regular people (not domainers) don’t even know any other options exist.
So when we reach a point that you could leave out your domain extension from your email address or website address and the receiver of that information would feel completely lost without it, the new extensions have picked up enough awareness that they even exist where they play an important role in naming your home on the web. For the time being, everything else is a just a novelty or ‘knick-knack’ domain.
knick·knack ˈniknak’ (noun) a small worthless object, especially a household ornament. Synonyms: trinket, novelty.
About The Author: John Colascione is Chief Executive Officer of Internet Marketing Services Inc. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a ‘how to’ book called ”Mastering Your Website‘, and is a key player in several Internet related businesses through his search engine strategy brand Searchen Networks®
Michael Anthony Castello says
You are correct. Advertising dollars and the return on those dollars are the number one indicator of the success of a domain name and its extension. .com will always get the best bang for the buck and the reason almost all legacy media marketing strategies exclusively brand with it.
The new gTLDs can be used for novelty short-term branding but never as a stand alone or long term strategy without incurring huge expense. An example would be Booking.yeah, which is catchy but is also part an expensive national advertising campaign (.yeah is not an extension). Booking does not forgo its premium brand Booking.com but it would be a clever way of using a new gTLD in a novel way.
In short, new gTLDs are like throw away products. You use them and discard them as needed. There is a market for them. It’s their use that most people are not aware of yet.
There is a hierarchy in the domain space. Those that figure it out will make money and prosper from it.
YongJun Jeon says
I can read your post well
I got some new top level domains;
Would you give me your advice how valuable they are ?
domain guy says
Exactly correct. Everybody will have to abandon their .com version for a new tld suffix.. Its called the adoption period. and takes years or even decades. This will not occur. What may happen is corps and individuals may adopt a secondary suffix to support a .com suffix. This already occurs in the cctlds. And when they decide to expand outside of their geographic area they then upgrade to a .com. It now appears the sale went to the Trump organization maybe to support their casinos. This shows strategic thinking to support a bricks and mortar operation.
You offer good insight into domains. You could benefit the entire domain community by buying a domain name and showcasing its development. You could offer strategic advice and thinking in a series of related articles. At the end you could market the domain and showcase how the development added value along the way!
This won’t ever happen John. People will always stick with .com for businesses, .org for non-profits, and ccTLDs.
Funny from someone who is actively promoting a .link for sale, and for a price that does not outline new gtlds are of poor value.
To me its a pretty strange sale. Sold for $201,250, it is slightly over the Flowers.mobi record, Sedo are already claiming this to be be the “highest ntld sale of all time”. The price feels staged to me.
Why would a buy who uses privacy allow the sale to be reported?
Sell, sell, sell ! says
Quote from you, “……If you were to give someone your phone number without the beginning area code, the receiver would immediately ask what area code you are in……”
And, if they did give it to you you have to write it down because you won’t remember it. The same will be true of new TLDs. If they have to write down — it’s game over — you will lose a huge percentage of potential visitors to .com or to cyberspace.
I’m sure .biz is profitable, but who cares? No surfers on the Internet at all care one single bit and hardly even know it exists..
I have to admit I’m a little tired already of hearing that this is a “long game’ and it will take years for adoption. We heard the same exact thing a decade ago when most of today’s domainers were not even here. There used to be all-out fights, really vicious stuff, over whether to .mobi would be successful or not.. People would say, “.mobi and smartphones are the future and if you don’t believe that then you are going to missed the boat”. Or, how about this one, “.TV is the most recognized word in the world and has the best key placement of any extension. It’s the next .com.”
Sound familiar? Yes, go load up on .link, .web, .cruise, .horse and check your bank account balance in five years and you will be a very sad soul.
John Colascione says
This is an extremely good point with little that can dispute it. In the simplest example, both .mobi and .tv have been around for a very long time and they are not even remotely close to desirable. Especially .tv. Although fantastic look and feel you’ll die trying to promote it. In sales we call this ‘writing a cancellation’.
Mobile Notary says
Never bought any .TV domains and don’t intend to. 🙂