The .ing Domain Rush: What Actually Happened After Launch

When a major tech company launches a new generic top-level domain (gTLD), the internet collectively holds its breath. Will it be legitimate innovation or a domain-squatting nightmare? When Google opened the gates to .ing registrations in December 2023, critics were quick to predict the worst.

But what actually happened?

Understanding the Launch Strategy

Google's rollout of .ing wasn't random—it was precisely orchestrated to maximize adoption and monetize the namespace. The company followed the classic three-phase playbook:

Phase 1: Sunrise Period — Trademark holders got first dibs, with Adobe snapping up edit.ing and sign.ing, while Canva claimed design.ing and draw.ing. This lent immediate legitimacy to the new extension.

Phase 2: Early Access — Premium pricing kept the gold-rush mentality in check. Only serious players jumped in during this window.

Phase 3: General Availability — On December 5th, 2023, anyone could register a .ing domain. The floodgates opened at 16:00 UTC.

The genius move? Google strategically partnered with 53 registrars (19 designated as "preferred providers") and launched a sleek promotional site at get.ing. This wasn't a typical TLD release—it was a coordinated ecosystem play.

The Premium Pricing Reality Check

Here's where things get interesting. Unlike traditional domains, .ing pricing isn't one-size-fits-all. Standard domains land at around €23.86/year, but premium names command astronomical prices:

• party.ing: €3,078.60/year
• coding.ing: €30,784.48/year
• sell.ing: €102,614.56/year

These aren't typos. Google's registry algorithm flagged high-demand domain hacks as premium, pricing out casual squatters. This pricing structure actually discourages pure speculation—a $100k/year domain isn't a viable investment for reselling.

What the Data Actually Shows

One researcher took things further, scraping 18,118 English words with the -ing suffix to analyze actual domain states. The results? More grounded than the doomsayers predicted:

81% of registered domains sit at standard pricing — suggesting most registrations are genuine business interests, not speculators.

Domain Status Breakdown:

• In Active Use: Legitimate websites and services
• Parked with Ads: Domain investors playing the long game
• Parked without Ads: Genuine holding pattern (possibly awaiting development)
• For Sale: Active resale attempts
• No Website: Registered but dormant
• Unregistered: Still available

The data reveals something important: while parking pages and resale listings exist, they're not dominant. The majority of registered .ing domains are either active or legitimately held for future use.

What This Means for Developers and Startups

If you're considering a .ing domain for your project, here's the takeaway:

The good news: The premium pricing model actually works. Speculators can't game the system like they did with .tk or .ml domains. Legitimate domains remain affordable.

The realistic perspective: Yes, some domains are being held for resale. But the ecosystem isn't overrun with squatters. If your perfect domain hack exists at standard pricing, it's probably available or worth acquiring.

The opportunity: Less crowding means genuine innovation. Companies like Adobe and Canva saw real value in descriptive .ing domains. If you're building a web service, a .ing domain might actually communicate your purpose better than a traditional .com.

The Broader TLD Lesson

The .ing launch challenges the narrative that new gTLDs are inherently vehicles for domain squatting. When a registry implements smart pricing, coordinates with legitimate businesses, and leverages trademark protections, the outcome is healthier ecosystem.

This model—combining premium pricing for high-demand names with community participation—might be the template for future TLD launches. It's not perfect, but it's significantly better than the "wild west" prediction many made.

Looking Forward

Two months of data suggests that .ing won't be the speculative wasteland some feared. Instead, we're seeing a more mature TLD ecosystem where genuine use cases coexist with investment positioning—just like any mature namespace.

For your next project, don't dismiss .ing domains out of hand. Check availability, respect the premium pricing algorithm, and consider whether a domain hack actually improves your brand story. Sometimes it does. Sometimes it doesn't.

But at least now you know the data backs up the decision either way.

At NameOcean, we help developers navigate the expanding universe of TLDs. Whether you're exploring .ing, securing your .dev, or protecting multiple extensions, we've got the tools and pricing to match your ambitions—without the premium price shock.