.luck
Is .luck a real TLD? Who’s applying to run it?
.luck is not contested. One application for it is on ICANN’s Reveal Day list, as of 8 October 2026. It is Link Freedom Group. Identity Digital named .luck as a backup string for three of its applications: .demo, .crypto and .bitcoin. ICANN deactivated those backups, because another applicant applied for the same string or named it as a backup.
Who is applying, and what they run today
One of the 2 is tied to a registry that runs TLDs today. Identity Digital and Link Freedom Group filed 374 applications between them across the round.
Will names sell?
A playful word for lucky-themed promos, gaming affiliates and novelty sites, but few serious projects would make .luck their main address.
Last round the AI scored the 2012 strings blind to their fate. Strings it scored 60 or more hold a median 27,168 names today; those under 30, a median of 30. .luck’s closest 2012 strings hold .love 69K, .win 158K and .fun 447K.
The nearest 2012 strings, and how many names each holds today
The closest 2012 string, .love, held 68,867 names, June 2026. .win held 157,852; .fun held 446,583. Chosen by AI from every string in the 2012 round, without being told what happened to any of them.
Same bet: a one-word abstract emotional noun with no defined registrant class, sold on evocation and memorability rather than to any industry, so it only works if enough people want a feeling as their address.
Same bet: a short aspirational-outcome word whose demand is split between vibe/brandable registrations and a heavy gambling-and-promotions skew, with no category of business that must own it.
Same bet in kind — a tiny open-ended mood word priced on expressiveness — but it reads as a modifier for any business rather than carrying the luck/chance gravity that concentrates .luck's real buyers.
gambling and lottery affiliate marketers, fortune/astrology and horoscope sites, and novelty or gifting brands that want a lighthearted, luck-themed hook for campaigns rather than a primary corporate identity.
What a .luck domain is
.luck is not a TLD yet. It is a string on our record of the ICANN 2026 new gTLD round, in our Culture category. One application for it is on ICANN’s Reveal Day list.
Is the .luck domain extension real yet?
.luck is not yet a domain extension you can register: nothing resolves under it, and no registrar sells names in it. It is a string applicants have put forward in the ICANN 2026 new gTLD round, the process that decides whether it becomes one.
When can you buy a .luck domain?
You can’t yet. A .luck name can only be registered once the string is delegated (added to the DNS root) and its registry opens. Last round's closest parallel to .luck was .love, delegated on 2 April 2015.
Is .luck a real TLD?
Not yet. .luck is not in the DNS root, so nothing resolves under it. It’s here because .luck is on ICANN’s Reveal Day list of applied-for strings. Every entry on this page links to its source.
The source’s 4 linesHide the lines
BPL2623T-T40052 · Bird Pepper, LLC · replacement string of .bitcoin · Deactivated BPL2623T-T47971 · Bird Pepper, LLC · replacement string of .crypto · Deactivated BPL2623T-T55890 · Bird Pepper, LLC · replacement string of .demo · Deactivated LFGL2683T-T76123 · Link Freedom Group Ltd · primary
“LFGL2683T-T76123 · Link Freedom Group Ltd · primary”ICANN
“.luck · Lifestyle · “Good fortune, found here.””Link Freedom Group
- Band 10-29 (vanity/narrow), near its top. The string is a common, positive English noun with real emotional charge, which gives it more campaign appeal than an arbitrary coinage, and it sits adjacent to gambling, lottery and fortune-telling verticals where luck is literally the product. But over the next 5 years it is unlikely to become a primary identity for serious operators: regulated gaming brands tend to anchor on established commercial namespaces or vertical strings whose meaning maps to the transaction (betting, casino) rather than the sentiment, and mainstream lifestyle businesses would need to explain a .luck address rather than benefit from it. It is not in the 30-49 band because sustained price-driven registration volume is unproven for this string and its aftermarket would likely be a handful of one-word gambles rather than a functioning market; it is above the 1-9 floor because affiliate landing pages, seasonal promotions, astrology/fortune content and novelty gifts form a real if shallow demand pool. By analogy (flagged as analogy), sentiment-noun TLDs in the lifestyle bucket have historically leaned on deep discounting to move volume and seen weak renewal-quality demand, and that is the most likely trajectory here. Applicant context: the string is one entry, categorized Lifestyle, in a catalog of more than 300 strings filed by Link Freedom Group in the 2026 round, which suggests portfolio economics rather than a dedicated vertical registry push; specific launch pricing and channel strategy are unknown. Main market uncertainty: whether gambling and lottery marketers, especially in markets where luck-themed branding is culturally potent, adopt .luck at meaningful scale for campaigns, which would pull it toward the usable-but-limited band.