How to Pick a Winning New gTLD String in 2026: Real Strategies That Actually Work

Applying for a new gTLD is a big commitment. It’s not just a domain—it’s a top-level domain. That means you’re not buying space on the internet. You’re creating it.

Which is why picking the right string—your actual TLD—is the most important decision you’ll make in the entire process.

Back in 2012, people applied for all sorts of strings. Some made sense. Others… didn’t. Fast forward to 2026, and the stakes are higher, the costs are higher, and the competition is definitely smarter.

If you’re applying in the next round, don’t gamble. Here’s what to consider when picking your string—and how to avoid ending up with a $227,000 mistake.

Most Common Mistake: Going After Hype, Not Usage

One of the biggest failures in the last round was chasing trends instead of substance. People applied for strings they thought sounded cool or would “go viral.”

They assumed things like .ninja, .guru, and .buzz would attract a cult following.

Some did—for a short while. But most fizzled because they lacked a built-in audience and real-world application.

In 2026, a winning gTLD string needs more than a buzzword. It needs strategy.

Ask This First: Who’s Going to Use It?

Before you fall in love with a string, ask yourself—who actually needs it?

If you’re applying for a generic TLD like .finance, is there a specific market you’re serving? Are there enough potential registrants who will care? Will you be selling B2B or direct to consumers?

If you’re applying for a dotBrand like .abcshoes, do you actually have a use case? Will you use it for marketing, internal platforms, or customer portals? Or will it just sit there defensively?

The best strings are the ones that already have a purpose before the application is even submitted.

Don’t Just Think About the String. Think About the Story.

Successful TLDs tell a story—fast.

When you hear .bank, you know it’s for financial institutions. When you hear .app, you think mobile. When .nyc launched, it was crystal clear it was about the city.

On the other hand, .uno, .horse, or .gripe—great for Scrabble, not so great for business.

Your string needs to be:

• Easy to say

• Easy to remember

• Easy to explain

If you can’t answer “What is this TLD for?” in one sentence, keep brainstorming.

Do You Need a DotBrand or a Generic?

If you're a company thinking about brand protection and trust, a dotBrand makes sense. You're not selling domains to others—you're using them to control your digital footprint. Think login.brand, support.brand, careers.brand.

If you're a startup or entrepreneur looking to build a registry business, then a generic TLD might be your move. But it’s a business—meaning pricing, support, registrar partnerships, and a marketing plan all need to be in place.

No matter which path you choose, the string has to support the strategy. Not the other way around.

Consider the Future, Not Just the Launch

Some TLDs launched with fireworks. But they burned out because there was no long-term value.

Others took time—like .dev or .tech—but slowly built a loyal user base because they served a real purpose.

Pick a string that can scale with you. One that can evolve. One that fits into a 5-year roadmap, not just a launch campaign.

What ICANN Looks For

This is not a popularity contest. ICANN cares about technical stability, clear purpose, and in some cases, community alignment or trademark proof.

You won’t get extra points for creativity. But you will get disqualified if your string overlaps with existing ones, causes confusion, or violates reserved name lists.

Want to go for .banking? Better make sure you’re not stepping on .bank.

Thinking about .tamilnadu Make sure you’re not triggering a geographic objection.

This is why string evaluation is not just creative—it’s legal, technical, and strategic.

Final Thought: Don’t Choose Alone

You’ll be living with your string for years. Choose it like you’re naming a company, not a product.

At newgtldprogram.com, we help clients pressure-test their string ideas. We look at trademarks, potential objections, string similarity risks, and audience resonance. We even help you validate names through internal pilots or soft-launch strategies.

If you want feedback on a string you're considering, get in touch. We won’t just say “yes” to make you feel good. We’ll tell you if it actually has legs.

Because in 2026, domain extensions aren’t getting handed out for cleverness. They’re going to people with a clear plan and a real reason.

Dotup's NewgTLDprogram.com

If you're considering applying for a new gTLD in 2026 and want help choosing the right string—or validating the one you already have—we’re here to help.

At DotUp, we work with brands, startups, and city stakeholders to plan gTLD applications from the ground up. Through newgtldprogram.com, we offer strategic guidance, technical partner selection, and full application support. No fluff. Just the stuff that gets you over the line. Let’s figure out if your idea is a good fit—and how to make it work. Reach out for a strategy session.