What’s Changed Since the 2012 ICANN New gTLD Round (And What You Shouldn’t Repeat in 2026)

Back in 2012, ICANN ran the first-ever program to let businesses and communities apply for their own domain extensions—called gTLDs. It was a big deal. Over 1,900 applications came in. Everyone from Google to your local city council wanted a slice of the root zone.

Fast forward to 2026, and the second round is finally on the horizon.

But here’s the thing: most people who applied last time had no idea what they were really getting into. A few made it big. Many ended up spending a few hundred thousand dollars with nothing to show for it.

If you're even remotely thinking about applying in the next round, here's what changed—and what to do differently this time.

Mistake #1: People Thought a New gTLD Would Sell Itself

In 2012, a lot of applicants assumed that just getting the domain extension approved was enough.

They thought:“Once I get .shop or .xyz or .global, registrars will promote it, and users will come running.”

That didn’t happen.

Registrars weren’t obligated to list or market every new gTLD. If your string didn’t have a built-in audience or if it wasn’t easy to explain, it quietly died.

What changed?The 2026 round will attract smarter applicants. People will come in with better go-to-market strategies. But don’t assume the internet will magically care about your extension. You need a clear plan for awareness, distribution, and adoption.

Mistake #2: They Didn’t Know the Real Cost

In 2012, the application fee was $185,000. But that was just the beginning. Add legal fees, backend registry costs, compliance, marketing, objections, possible auctions—and the price jumped fast.

Some applicants spent over $500,000 and never launched. Others had to abandon their gTLD because they couldn’t keep up with ICANN’s technical or reporting requirements.

What changed?In 2026, the base fee is expected to be around $227,000. There’s also a mandatory registry service provider (RSP) evaluation process now, which means fewer shortcuts.

The new system is better structured—but not cheaper. If you're applying, make sure you’re not just budgeting for the fee. Plan for the full lifecycle.

Mistake #3: They Picked Strings with No Strategy

Some people went after hype. Others picked strings they “thought” would sell. But in most cases, there was no user research, no validation, no clarity on how or why people would actually use the domain.

And when it came time to sell domains or onboard customers, they hit a wall.

What changed?ICANN is now much clearer on evaluating your purpose and readiness. If you’re applying for a generic string, you’ll need a business plan that makes sense. If you’re applying for a dotBrand, you’ll need to show intent and internal buy-in.

This time, applicants who focus on function, not just vanity, will win.

Mistake #4: They Assumed They Could Do It Themselves

Many applicants tried to go solo in 2012. They downloaded the Guidebook, filled out the paperwork, and worked with minimal support.

Most of those either failed outright or had to pay consultants later to fix mistakes mid-process.

What changed?There’s a bigger pool of experienced advisors now—people who’ve actually worked on successful applications. If you’re serious about applying in 2026, it’s worth engaging early.

Start with a feasibility assessment. Get clarity on the technical, financial, and strategic pieces before ICANN even opens the window.

So, What Should You Do Differently in 2026?

• Don’t apply just because it sounds cool. Know your “why.”

• Don’t expect organic demand. Plan your adoption path.

• Don’t stop at the application fee. Budget for the entire lifecycle.

• Don’t do it alone. Talk to someone who’s done it before.

  
  

And if you're one of those people wondering, “Can a gTLD really work for me?”—you should be having that conversation now, not in 2026 when the clock is ticking.

Newgtldprogram.com helps brands, startups, cities, and registries get clarity early, prepare solid applications, and avoid the mistakes of 2012. If you’re even half-considering this move, it’s worth a quick call.

The 2012 round was a lesson. The 2026 round is a second chance.