Google acquired the rights to the top-level domain ".app"

Google has just paid $ 25 million for exclusive rights for the top-level web domain ".app".

Google decided to tackle new top-level domains back in 2012, four years after ICANN, the organization that controls domain names, decided to expand the total number of generic top-level domains.

Google has currently acquired dozens of similar domains, including ".docs", ".android", ".free", ".fyi", ".foo", and, of course, ".app".
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ICANN has been gradually selling various domains since June 2014, and made sure that this can be a very competitive and costly process (Dot Tech LLC last year spent $ 6.7 million to buy the ".tech" domain, ahead of Google, which also participated in the auction).

Amazon bought “.buy” for almost $ 5 million and “.spot” for $ 2.2 million in the fall of 2014.

Regarding the current Google deal, with a $ 25 million investment in the ".app" domain, one can say that it is very cool. This is currently the largest such ICANN deal.

Google currently allows people to register domains ".how", ".soy" and ".minna". Also, the search engine plans to participate in top-level domains ".dad", ".here", ".eat", and ".new". So far, Google cannot really acquire domains like “cooking.how” (you will be redirected to partner sites), but the company plans to launch its own registration service, which is still at the beta stage.

Although Google has not announced specific plans to use the domain ".app", the purchase can give the company a cool way to promote applications for mobile devices.

via Business Insider