When ICANN announced the timeline for the next round of applications for new generic top-level domains (gTLDs), it reignited a wave of excitement — and a fair amount of anxiety — among businesses, governments, and communities. For some, the opportunity is clear: owning your own gTLD offers unprecedented control over digital identity, branding, and governance. For others, the prospect of navigating ICANN’s complex application process feels daunting, particularly when the rulebook has grown thicker and the stakes higher.
At Pitch, we believe the first step in any new gTLD journey is the most important: the feasibility assessment. This is where we help clients separate ambition from noise, opportunity from risk, and strategy from speculation. And because we’ve streamlined the mechanics of the process, what once took months can now be done in hours — leaving more time to focus on what matters: your vision.
The new gTLD program isn’t just about registering another domain name. It’s about applying for a license to operate part of the internet’s core infrastructure. That comes with benefits, obligations, and challenges that need to be considered upfront.
Without a feasibility assessment, organizations risk falling into one of two traps:
1. Overestimating the opportunity. Not every business needs or benefits from a gTLD. Owning one is powerful, but it comes with ongoing operational and compliance responsibilities.
2. Underestimating the potential. On the other hand, many organizations dismiss gTLDs as a vanity project, overlooking their strategic value in brand protection, customer trust, or even whole new business models.
A structured assessment ensures you make a decision that’s both informed and strategic — not reactive or speculative.
Compared to the 2012 round, ICANN has significantly expanded and refined its requirements. The Applicant Guidebook (AGB) now contains over 200 questions (up from around 50), covering everything from technical capability and financial stability to community representation and policy frameworks.
In practice, this means:
• Higher regulatory expectations. Applicants must demonstrate not just intent but capacity to run a secure, stable, and resilient registry.
• More differentiation between categories. Brand TLDs, geographic TLDs, and community TLDs all face unique hurdles. For example, a city applying for its own TLD must demonstrate government support and governance processes that align with ICANN standards.
• Greater scrutiny on risk. ICANN is keenly aware of security, stability, and competition concerns, which means applications are evaluated with more rigor than ever before.
Our feasibility assessment distills this complexity into actionable insights, helping you see exactly where your application will stand strong — and where reinforcement is needed.
At Pitch, our feasibility assessments combine legal, technical, and strategic analysis. We focus on three core questions:
1. Is this the right opportunity for you?
We explore how a gTLD aligns with your organizational objectives:
• Brand reinforcement (e.g., .brand)
• Community engagement (e.g., .city or .ngo)
• Innovation in product or service delivery (e.g., creating trusted namespaces for fintech or health)
This isn’t about “can you apply?” but “should you apply?”
2. What are the risks and challenges?
From financial commitments (application fees, ongoing ICANN fees, backend costs) to reputational risks (objections, disputes, or public interest scrutiny), we assess the downside so you can make decisions with eyes wide open. Key aspects include clearing the TLD for potential trademark conflicts and, in the case of Brand-TLDs, for the distinctive character of the string.
3. What would success look like?
We help clients define success metrics — whether that’s protecting trademarks, launching new business models, or improving consumer trust. By clarifying what success means, we can design an application strategy that goes beyond compliance.
Reducing Months of Work to Hours
Traditionally, feasibility assessments involved extensive workshops, document reviews, and consultant reports. Our approach is different. Using our proprietary system, we’ve automated much of the heavy lifting:
• Pre-structured analysis templates aligned with ICANN’s AGB questions.
• Scenario modeling that shows different pathways (e.g., pursuing a .brand vs. a community-based TLD).
• Comparative case studies drawn from our experience in the 2012 round and subsequent disputes.
The result? In just a few hours, we can provide the clarity organizations used to wait weeks or months to receive.
The feasibility assessment isn’t an end in itself — it’s a foundation. Once you know whether the opportunity is right, and what the risks and benefits are, you can move confidently into partner selection, application drafting, and ultimately ICANN submission.
Think of it as drawing a map before setting out on a long journey. Without it, you risk getting lost, wasting resources, or ending up somewhere you never intended. With it, you travel with purpose.
The new gTLD program offers incredible opportunities, but also significant challenges. The feasibility assessment is your compass — ensuring that every step you take is deliberate, informed, and aligned with your goals.
At Pitch, we’ve re-engineered this process to give you clarity fast, without drowning you in complexity. Because the sooner we move beyond paperwork, the sooner we can focus on what truly matters: how your gTLD will shape the future of your digital identity.
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