Case Study: Donuts Early Access Program and Its Impact on Premium Sales

When new gTLDs began to roll out following ICANN’s 2012 application round, one of the most prominent registry operators to emerge was Donuts Inc., which applied for and launched over 200 gTLDs, making it one of the most prolific forces in the new namespace. Among Donuts’ innovations in domain release strategy was the Early Access Program (EAP), a launch mechanism designed to drive early interest, maximize revenue from valuable domains, and efficiently segment the market. The EAP model, unique in structure and strategic intent, had a profound effect on how premium domains were introduced and sold under Donuts’ management.

The Early Access Program was conceived as a timed auction-like release phase that occurred during the launch of a new gTLD, following the conclusion of any Sunrise period reserved for trademark holders. Rather than releasing all domains at standard pricing, Donuts staggered access to general availability over a seven-day period, with each successive day offering lower pricing than the day before. The first day, often referred to as Day 1 or the most exclusive access point, carried the highest one-time access fee in addition to the registration price. This fee decreased daily, creating a sliding scale that rewarded early action with exclusivity and penalized hesitation with the risk of losing out on the domain.

What made this model particularly effective for premium domain sales was its ability to expose domains of value—both obvious and niche—to motivated buyers while leveraging price elasticity. Domain investors, large brands, and end-users with a strong interest in category-defining terms or exact match domains were incentivized to act early and pay a premium for the privilege of securing their desired name before it reached the broader public. For instance, a domain like “insurance.agency” or “tickets.events” could be snapped up on Day 1 of EAP for a significant fee—often thousands of dollars—because of its strategic value in search visibility, brand alignment, and consumer trust.

Importantly, EAP operated in parallel to Donuts’ separate premium pricing structure. Many names deemed premium were not available at standard registration cost even after EAP concluded. Instead, they retained elevated annual fees, ensuring ongoing revenue beyond the initial registration. This dual-pricing system—EAP access fees layered on top of premium price tiers—gave Donuts a sophisticated pricing matrix that allowed for both immediate and long-term monetization of high-value digital real estate.

The impact of EAP on premium sales was twofold. First, it front-loaded revenue generation during the crucial launch period of each TLD, allowing Donuts to capitalize on early adopter enthusiasm and speculative investments. This revenue model was especially valuable in the early stages of the new gTLD rollout, when registries were under pressure to demonstrate financial viability. Second, EAP created a competitive environment that heightened urgency and drove publicity, with domain investors tracking daily drops and sharing notable acquisitions across marketplaces and forums. This buzz further enhanced the perception of scarcity and desirability surrounding Donuts’ premium domains.

Additionally, the EAP approach influenced broader industry practices. Other registries observed Donuts’ success and adopted similar staggered-release or tiered-access models. It also helped solidify the notion that registry pricing could be dynamic and strategic rather than flat or uniformly discounted. By framing the access window as part of the value proposition, Donuts tapped into behavioral economics—specifically, loss aversion and urgency—to motivate purchasing behavior.

Over time, Donuts refined the EAP process and integrated it with other launch tactics, including premium name sales through brokers and partnerships with registrar channels to feature certain domains more prominently. Despite some criticism from parts of the domain community—particularly those who felt EAP placed high-value domains out of reach for smaller businesses or independent buyers—the financial results validated the approach. Donuts was able to monetize a broad spectrum of domains early in their lifecycle, and its TLDs achieved wide recognition as serious digital assets within the investor and startup ecosystems.

Ultimately, the Early Access Program was more than just a release mechanism; it was a calculated blend of marketing, pricing strategy, and consumer psychology. Its success demonstrated how registry operators could go beyond simple availability models to create structured, high-impact launch events that align closely with premium domain sales. In the case of Donuts, EAP not only optimized the initial monetization of its extensive TLD portfolio but also helped define a new standard in domain launch playbooks across the industry.

When new gTLDs began to roll out following ICANN’s 2012 application round, one of the most prominent registry operators to emerge was Donuts Inc., which applied for and launched over 200 gTLDs, making it one of the most prolific forces in the new namespace. Among Donuts’ innovations in domain release strategy was the Early Access…