Aruba applies for 39 new top-level domains in 2026 round

Aruba S.p.A., the Italian company behind the .cloud top-level domain, has filed applications for 39 new TLDs in the current ICANN expansion round. The portfolio spans vertical markets, everyday language variants, and technical terms, signaling a deliberate move beyond its existing IT-focused registry business. With over 500,000 .cloud registrations to date, Aruba aims to replicate its earlier success in a more diverse set of domains, though the expansion will require navigating private auctions for contested strings against other applicants.

Portfolio expansion and strategic intent

The 39 applications include both primary and replacement strings, covering a mix of generic terms (e.g., .all, .daily, .easy), vertical-specific domains (e.g., .gaming, .gym, .lab), and Italian-language variants (e.g., .ciao, .roma, .sito). Francesco Simondi, Aruba’s Head of Registry Services, stated the goal is to offer registrars and end-users "real choice" across different audiences and markets. The company’s approach contrasts with its 2012 strategy, when it secured .cloud in a private auction against tech giants like Amazon and Google. While .cloud remains its most prominent TLD, the new applications suggest a broader ambition to establish Aruba as a multi-vertical registry operator.

Competitive landscape and challenges

Many of the strings Aruba has applied for overlap with those sought by other applicants, meaning the company will likely face multiple private auctions to secure its desired portfolio. The outcome of these auctions will determine how many of the 39 applications ultimately succeed. Aruba’s experience in the 2012 round—where it outbid larger competitors for .cloud—may give it an edge in negotiations, but the financial and strategic stakes are higher this time, given the scale of its ambitions.

The proposed TLDs also reflect a shift in Aruba’s positioning. While .cloud targeted IT professionals and cloud service providers, the new strings include consumer-facing terms (e.g., .happy, .hello, .zen) and niche verticals (e.g., .aid, .mars, .tex). This diversification could help Aruba reduce its reliance on a single TLD while tapping into new markets, though it also introduces operational complexity, as each domain will require tailored marketing and registrar partnerships.

What to watch

The next phase of the ICANN process will involve initial evaluation and contention resolution, where Aruba and competing applicants will either negotiate privately or proceed to auction. The timeline for these steps remains fluid, but industry observers will be watching how many of the 39 strings Aruba ultimately secures. Additionally, the company’s ability to replicate the adoption success of .cloud across a broader portfolio will be a key metric for its long-term registry strategy. Registrars and domain investors may also monitor which strings gain traction, as early adoption trends could influence future pricing and resale markets.