Shouldn't 2026 Registries announce their new gTLD application(s) to avoid too much competition?

This is an excellent question that gets to the heart of the strategic considerations for applying for a new gTLD. The idea of publicly announcing an application to "scare off" potential competition is a valid one, and it was a strategy that was considered and sometimes used in the first round of the New gTLD Program in 2012.

However, the reality of the situation is complex, and for the 2026 round, there are many reasons why applicants may choose not to announce their intentions publicly.

Here's a breakdown of the key factors to consider:

1. The "Reveal Day" and Contention

The most significant event in the application process is "Reveal Day," when ICANN publishes a list of all applied-for strings and the associated applicants. Before this day, applications are confidential.

• Public Announcements: If a company announces its intention to apply for a specific gTLD (e.g., .BRAND), this public statement could indeed serve as a deterrent to other potential applicants. It sends a message that the brand is serious and prepared for a potential contention resolution process.
• The Risk of Private Auctions: In the 2012 round, many contention sets (when multiple applicants applied for the same or a confusingly similar string) were resolved through private auctions. A public announcement might encourage a competitor to enter the process, hoping to force a private auction and get a payout, even if they had no real intention of operating the TLD.
• Contention Resolution in 2026: ICANN is making changes to the 2026 round to address some of the issues from 2012. For example, private resolution of contention sets is now prohibited, reinforcing transparency and fairness. This might reduce the incentive for "speculative" applications aimed at a quick payout.

2. Strategic and Legal Considerations

• Confidentiality: Keeping the application confidential allows a company to maintain a strategic advantage. It prevents competitors from knowing the company's plans, budget, and the specific strings they are targeting.
• Flexibility: An applicant may have multiple strings in mind or may be working on a more complex strategy. Announcing a single string prematurely could limit their flexibility if they later decide to change course or if they find out about unexpected competition.
• Intellectual Property: Announcing an application could also draw unwanted attention from parties with similar trademarks or intellectual property, potentially leading to legal objections.

3. The New Features of the 2026 Round

ICANN has introduced several new elements for the upcoming round that directly impact the strategy for handling competition:

• Replacement Strings: Applicants can now include a "Replacement String" in their application. If their primary string ends up in a contention set on Reveal Day, they can choose to switch to their alternative string at no additional cost. This provides a strategic escape hatch to avoid auctions and disputes.
• No Private Auctions: The prohibition of private auctions means that contention sets must be resolved through a more public and structured process, such as a community priority evaluation or a public auction. This makes the process more transparent and potentially less lucrative for speculative applicants.
• Registry Service Provider (RSP) Pre-Evaluation: The new RSP program allows service providers to be pre-evaluated by ICANN. This streamlines the technical review for applicants who use an approved RSP, making the process smoother and faster.

Conclusion: A Shift in Strategy

In the 2012 round, public announcements were a more viable strategy to deter competition, especially with the prevalence of private auctions.

For the 2026 round, the landscape has changed. The introduction of replacement strings and the prohibition of private auctions significantly reduces the incentive for "bad faith" competition. As a result, many applicants may find it more beneficial to keep their intentions confidential until the application is submitted. This allows them to maintain a competitive advantage, retain flexibility, and avoid attracting unnecessary attention or potential legal challenges before "Reveal Day."

The new rules and mechanisms put in place by ICANN are designed to make the process more predictable and less about who can "bluff" their way to an advantage, which ultimately reduces the need for public announcements as a competitive strategy.