A big haul for .xxx domain names.

ICM Registry, backer of the new .xxx top level domain name, has pulled in about $13 million from its trademark/existing domain sunrise period.

The company received nearly 80,000 applications during the sunrise period that ended today. The wholesale cost was $162 per application, which equals about $13 million.

Oh, and that’s without considering that multiple applications for the same domain will result in an auction.

The typical domain name registrar charged upwards of $200, meaning applicants shelled out around $16 million on sunrise applications.

ICM expected 10,000 applications to block .xxx domain names in the sunrise period. It spent $1 million promoting this opportunity.

The landrush period for .xxx domains begins November 8. During landrush any member of the sponsored community (i.e. adult companies) can apply for domains even without a corresponding trademark. Multiple applications for the same domains will result in an auction.


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