18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

Mission and purpose

The mission of the .LOTTO TLD is to offer entertainment businesses that provide games and lotteries to their customers a namespace to establish meaningful and relevant identities to promote their services and offerings. The primary purpose is to foster a sense of professionalism and trust among customers, other businesses and organizations that are part of the lottery industry.

We anticipate a variety of reasons that businesses and individuals would want to acquire a domain under the .LOTTO TLD including:
• Entertainment businesses may want to create a professional web presence including online stores or shopping experiences, or use blogs, wikis and file sharing sites to support their merchandising, retailing efforts and business goals related to offered lotteries and other games of chance.
• Businesses may wish to use .LOTTO domain to create websites to support or announce planned business expansions or changes of venue, and begin marketing efforts, research or tests.
• “It is estimated that over two million (people) play the lottery each week.” (source: www.ask.com). “During physical year 2010, U.S. lottery sales totaled $58 billion ($US).” (source: North American Association of State and Provincial Lotteries). These numbers represent a substantial number of lottery players around the world and, thusly, a huge potential target audience for this domain.
• There are government-operated lotteries in every Canadian province, 43 U.S. states, the District of Columbia, Mexico, Puerto Rico, and the U.S. Virgin Islands. In the rest of the world, there are at least 100 countries with publicly-operated lotteries. They are all operated in one of three ways: by national, state or provincial, or city governments.

We anticipate capturing a small number of the government-operated lotteries in the first three years who will quickly realize the intrinsic value of the .LOTTO TLD. Therefore, we forecast having approximately 5,000 Domains Under Management (DUMs) by the third year of operation. Our financial responses in questions #45 through #50 go into detail on our funding, cost and revenue projections.

Similar gTLD applications: (0)