In 2026 ICANN opened its first new generic top-level domain round since 2012 — a rare window to own a piece of the internet's address space. TLD Empire entered the round as a new-gTLD registry operator, applying for .XXL and .SLOT.
Babushka Solutions was tasked with building the company's digital presence and the platform behind it: a credible, data-driven registry brand that explains the applications and the ICANN process to stakeholders and partners, a controlled flow for sharing confidential materials, and the proprietary registrar platform through which the new namespaces will be brought to market.
- Registry brand website presenting the .XXL and .SLOT applications and the company's strategy
- Live ICANN round timeline — from application window and Reveal Day to String Confirmation Day and registry launch
- Gated, NDA-based request flow for strategic partners to access detailed materials
- Proprietary registrar platform for bringing new namespaces to market
- Registry operations integrated with ICANN-evaluated registry service providers (RSPs)
- Team, FAQ, and blog sections, with light and dark themes
- 80% cost savings with a development team in Ukraine
The Babushka team designed and engineered TLD Empire's platform — from the information architecture and visual identity of the registry site to the partner request flow and the registrar technology underneath.
The result is a focused, trustworthy presence for a new-gTLD registry: it makes the opportunity and the ICANN process easy to follow, and it gives the company its own infrastructure to launch and grow new namespaces.
