With hundreds of new gTLDs hitting the market this year, some registry operators are re-thinking the roll-out process in an effort to set themselves apart in a huge field of competitors. The Dubai based Radix registry opened a Landrush for three of their new gTLDs today (.website, .press and .host) that offers a different twist aimed to attract more early bird buyers to those extensions (Radix calls this Landrush 2.0).

For most domains they have set pricing closer to general availability pricing than one would normally see in land rush. At some registrars,  landrush orders will come with a no risk guarantee assuring buyers of a full refund for any name they are unable to secure (multiple applications for the same domain go to auction). Radix has also shortened the Land Rush phase to just three weeks as General Availability will begin September 17, 2014. 

Radix reports the Landrush is being supported by leading registrars including GoDaddy, Hexonet,

Domain.com, Name.com, Key-Systems and  ResellerClub. Radix has also set up a dedicated microsite to highlight domains of special interest. Premium domains set aside by Radix for an annual fee are also available during this phase.

Radix's Sandeep Ramchandani said, “This innovative new approach to landrush delivers increased value both to registrars and domain buyers. Landrush 2.0 is a result of working closely with our channel partners to zero in on a landrush plan that’ll draw maximum participation"