.ladbrokes

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Status:	Proposed
Registry Provider:	Verisign
Type:	Brand TLD
Priority #:	775 - LADBROKES INTERNATIONAL PLC

.ladbrokes is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is LADBROKES INTERNATIONAL PLC.

Application Details

The following is excerpted from the applicant's response to question #18:

"The new .ladbrokes gTLD will operate as a restricted registry, in which Ladbrokes International plc (“Applicant”) can create and control domain spaces that promote its brand identity and authenticity. The .ladbrokes gTLD will be used by Ladbrokes plc (Ladbrokes), being the ultimate holding company of the Applicant, its group companies, affiliates and partners to provide authoritative information and services to consumers regarding the group’s betting and online gaming products in a way that promotes trust, confidence and simplicity. Second and third level domains can be used for specific betting and gaming products, as well as for marketing, with internet users assured of brand authenticity.

Ladbrokesis a leading international betting and gaming company. Ladbrokes, officially founded in 1902, is the market leader in retail bookmaking in the UK, Ireland, Belgium and Spain with over 2,700 betting shops. Ladbrokes, listed on the London Stock Exchange, has a market capitalisation of approximately GBP 1.4B, 2011 group revenue of GBP 980M and 16,000 employees worldwide. Ladbrokes offers thousands of innovative betting markets on a daily basis through internet, mobile and telephone betting. The group’s principal online betting and gaming service, ladbrokes.com, has nearly 800,000 active customers. Ladbrokes offers betting and gaming products to customers internationally via 13 tailored websites in nine different languages, supporting 17 currencies. The site incorporates the highest levels of security, which underpin an integrated array of uninterrupted sports betting and gaming services available 24 hours a day, 365 days of the year. In this regard, consumer trust and continuous innovation are paramount considerations in all Ladbrokes’ group’s activities. The new .ladbrokes gTLD will offer customers an authentic and unparalleled betting and gaming experience online, strengthen Ladbrokes’ online presence and reputation and help to realise its vision of becoming a fully e-enabled international betting and gaming business.

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Given the restricted nature of the .ladbrokes gTLD, the projected number of registrations is likely to be limited. It is anticipated that about 100 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to about 200 domain names as Ladbrokes implements new betting products, services and marketing campaigns.

As the new .ladbrokes gTLD expands and evolves, the Applicant will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. The Applicant will keep ICANN reasonably informed of any material developments relating to .ladbrokes gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement."