The top-level domain (TLD) you’re referring to, “.guge,” is a particular kind of domain that identifies a relevant address on the Internet. TLDs are the final part of the domain name, following the last period. Some common examples include “.com,” “.org,” “.net,” and “.gov.”.
The “.guge” TLD is a less commonly seen example, primarily because it is not a generic TLD (gTLD), but a brand TLD (bTLD). It was applied for by Google (Guge in Mandarin) during the Internet Corporation for Assigned Names and Numbers (ICANN) program’s first round of accepting applications for new generic top-level domains (gTLDs) in 2012.
“.Guge” TLD was specifically designed to cater to Google’s business in Mandarin-speaking regions. ‘Guge’ is how Google’s brand is translated in these regions, and aligns with the aim to create a more globally inclusive internet. ICANN’s New gTLD program has engendered a new era of internet names which allows brands like Google to use their name as their domain extension (Source: ICANN, “New gTLD Current Application Status”).
As “Guge” is a brand TLD, it does not have the same open registration capabilities as a standard gTLD like “.com” or “.org.”. This means that only Google can use “.Guge” to create subdomains. Therefore, a difference with gTLDs is the restriction to use by one entity only.
However, as of now, the “.guge” domain isn’t active nor pointing to any active website, Google hasn’t publicly disclosed how they plan to use it, and there isn’t a precedent for how TLDs have been used historically (Source: WHOIS).
In addition to “.guge”, Google also applied for numerous other Brand TLDs including “.android”, “.chrome”, “.google” itself, “.youtube”, etc., showing an inclination and planning towards developing their brand-specific online space (Source: ICANN).
In conclusion, the “.guge” is a brand TLD applied for by Google aimed at Mandarin-speaking regions. It is part of ICANN’s new TLD program, but hasn’t been put to active use by the company yet. The potential ways in which Google might utilize this brand-specific TLD in the future is an interesting subject of speculation.
Sources:
1. ICANN – “New gTLD Current Application Status“
2. WHOIS – Domain search for ‘.guge’ TLD
3. ICANN – ‘Reveal Day’ list on Next-Gen gTLD Application Guidebook Program.
