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Status: Delegated
Type: Generic
Category: Lifestyle
Priority #: 458 - Beijing Gamease Age Digital Technology Co., Ltd.
514 - Google (Charleston Road Registry Inc.)
685 - Amazon
1413 - Uniregistry, Corp.
1834 - Famous Four Media (Dot Game Limited)

More information: NTLDStatsLogo.png

.game is a delegated TLD in ICANN's New gTLD Program.


Five entities applied for the TLD seeking ICANN's approval for its delegation in the root zone of the Internet domain name system (DNS) and to manage its registry operations. The applicants include: [1]

  1. Amazon - Its office in Luxembourg filed the application for 76 new gTLDs including .game. The company aims to use the TLD to promote innovation, to provide stable and secure foundation for online communication and interaction and to protect its intellectual property rights. Its back-end registry solutions provider is Neustar.[2] [3] The Entertainment Software Association filed a community objection against this application.[4]
  2. Beijing Gamease Age Digital Technology Co., Ltd. - The company is a developer and operator of online games. Its plan is to use the .game TLD to provide online identity for game developers, aggregators and players and to limit the number of eligible registrants to register domain names within the first three years of operation. Afilias has been selected by the company to provide back-end registry services.[5] The Entertainment Software Association filed a community objection against this application.[6]
  3. Famous Four Media (Dot Game Limited) - The company is based in Gibraltar and has applied for 61 new gTLDs including .games. Its goal is to provide a "consolidated, versatile and dedicated space for the games sector." Neustar will provide back-end registry services.[7]
  4. Google (Charleston Road Registry Inc.) - This is one of the 101 new gTLDs the search engine giant is trying to secure. [8]The company aims to provide a dedicated online market place for entities creating content, developing products and offering services that are related to "gaming" such as board games, video games, mobile gaming applications, sports games, etc. Google will use its own registry platform for the TLD.[9]
  5. Uniregistry, Corp. - The company aims to operate the .game TLD as a neutral registry and to provide for entities engaged in the gaming industry worldwide. Uniregistry was formed by Frank Schilling, a domain name investor along with other domain industry veterans. He personally invested $60 million in the company to secure and operate 54 new gTLDs. Its back-end registry service provider is the Internet Systems Consortium (ISC).[10] [11]

GAC Early Warnings

The applications from Amazon and Beijing Gamease Age Digital Technology Co., Ltd. were both issued GAC Early Warnings from the representative of Australia and GAC Chair, Heather Dryden. The warning system is noted as a strong recommendation on behalf of national governments to the ICANN Board that a given TLD application should be denied as it stands. Applicants are encouraged to work with objecting GAC members.[12]

The warning states that the applicant is "seeking exclusive access to a common generic string .. that relates to a broad market sector," which Ms. Dryden notes could have unintended consequences and a negative impact on competition.[13]

String Confusion Objection

Google submitted a String Confusion Objection to the International Centre for Dispute Resolution (ICDR), saying that the .games and .game strings would confuse Internet users. Panelist Earl Cherniak ruled on the side of Google. This decision will put Donuts, the sole applicant for .games, into a contention set with Google and others for the .game gTLD.[14]