A top-level domain (TLD) is essentially the last segment or the part that follows immediately after the last dot in a domain name. In the case of “.ninja”, this is a generic top-level domain (gTLD) that was introduced as part of the great TLD expansion initiated by ICANN (Internet Corporation for Assigned Names and Numbers) in 2011.
The “.ninja” TLD is managed by the United TLD Holdco Ltd (Rightside group), which is a domain name services company. It was delegated to the Root Zone of the DNS on the 28th of February, 2014 as per root zone database of IANA (Internet Assigned Numbers Authority). The term ‘ninja’ itself is a pop culture term often associated with expertise or skill. “.ninja” domain is positioned by its operator as a TLD for experts in their field, but it doesn’t require any specific eligibility proof for registration.
As also specified in the Rightside TLDs’ registration policy, there are no restrictions on who can register a domain name with the “.ninja” TLD, anyone can register and use it for any purpose. However, it is primarily marketed towards individuals and organizations who claim to be experts, professionals or enthusiasts in a particular field. The advantage of such a domain is that it helps the domain owner to project an image of expertise and this could potentially attract more visitors to the site.
Here’s an illustrative example: if someone was an expert in personal health & fitness, they could purchase a domain like “fitness.ninja”. This clearly broadcasts that the owner of this domain is an authority on fitness.
The “.ninja” TLD operates similarly to more familiar TLDs like “.com” or “.org”. When a “.ninja” domain is purchased, DNS entries are created that link the domain to the appropriate web server. From then on, when someone types that “.ninja” domain into their web browser, they would be directed to the appropriate website.
Before there were new TLD like “.ninja”, we were limited to a few generic TLD options, like “.com”, “.org”, “.net”, etc. With the advent of new TLD such as “.ninja”, it’s opened up a new world of options for branding and creating unique domain names that weren’t previously possible.
Sources used:
1. ICANN’s New gTLD program: https://newgtlds.icann.org/en/
2. IANA Root Zone Database: https://www.iana.org/domains/root/db
3. Rightside TLD Registration policy: http://rightside.co/fileadmin/downloads/policies/Rightside_Registration_Policies.pdf
4. New gTLDs ‘That You Can Use’: https://www.name.com/domains/ninja
