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The new gTLD .app was delegated to the Root Zone in ICANN's New gTLD Program on 02 July 2015. On 25 February 2015, the applicants for .app entered into an ICANN "auction of last resort" to resolve the contention set for the string.

The auction format was a step auction, as are all ICANN auctions, in which the auctioneer sets a price level for an interval of time and applicants choose whether they are in or out. The auction concludes when only one applicant moves to the next price level.

Google won the auction over the other applicants, with a winning bid of $25,001,000. The proceeds for the auction will go into a separate ICANN fund to be used for a designated purpose. The other applicants for the string were required to withdraw their applications for .app.

Related: Charleston Road Registry Inc. - Google - GTLD Auctions

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