What is the best way to fail a new gTLD project in 2026?

1. Ignore the New ICANN Applicant Guidebook and Timelines

The next round of new gTLD applications is anticipated to open in 2026, with a final Applicant Guidebook (AGB) due to be published in late 2025. A surefire way to fail is to ignore the new rules and deadlines.

• Don't read the new AGB: A significant amount of the information from the 2012 round is still relevant, but ICANN has been working on a new framework since then. Ignoring the updated guidelines will likely lead to an incomplete or non-compliant application.
• Miss the application window: The 2026 application window is expected to be condensed. Failing to prepare and submit your application within this short period will guarantee failure.
• Disregard new requirements: The new round will likely have stricter technical, compliance, and abuse-mitigation requirements. Not including a robust plan for handling DNS abuse and other issues will be a red flag for evaluators.

2. Lack of a Cohesive Business Plan and Strategy

A new gTLD is a long-term investment that requires a well-defined strategy. To fail, simply skip this step.

• Don't have a clear purpose: Submitting an application without a solid plan for what you will do with the gTLD will result in a project with no demand and no return on investment.
• Fail to budget properly: The application fee alone is substantial (estimated to be around $227,000). This doesn't include legal, technical, and marketing costs. To fail, underestimate these expenses dramatically.
• Don't build a marketing plan: A TLD is not a "build it and they will come" business. To ensure failure, assume that simply launching the TLD will generate a user base. Without a plan to build demand, your TLD will languish with no registrations.

3. Fail to Secure the Right Partners and Internal Support

Operating a new gTLD is a complex technical and legal undertaking. To fail, try to do it all yourself or pick the wrong partners.

• Don't engage a Registry Service Provider (RSP): RSPs provide the essential technical infrastructure for operating a TLD. Without a qualified and pre-evaluated RSP, your project will likely face technical rejection or a host of operational problems.
• Lack of legal and financial advisors: The application process is legally and financially complex. Attempting to navigate it without specialized legal and financial expertise will lead to critical errors.
• No internal stakeholder alignment: The new gTLD process requires coordination across different departments, including legal, marketing, and IT. To fail, keep the project siloed and a secret until it's too late.

4. Overlook Technical and Security Requirements

ICANN has stringent technical and security requirements to ensure the stability and security of the internet. A great way to fail is to ignore them.

• Don't implement proper DNS security: Fail to use DNSSEC and other modern security protocols. This will not only violate ICANN's requirements but also make your TLD a target for malicious activity and cause a loss of user trust.
• Ignore the importance of a robust infrastructure: Fail to have a resilient DNS infrastructure with geographic diversity and a comprehensive disaster recovery plan. This will result in poor performance and potential downtime, which can lead to your TLD being removed from the root zone.
• Allow abuse to run rampant: A high rate of spam, phishing, and other malicious activities will lead to your TLD being delisted by major search engines and email providers, effectively making it unusable and ensuring its failure.