The sunrise period for the .play gTLD is open until 9 March 2026. Behind this dynamic extension, operated by Charleston Road Registry (Google), lies a strategic step for trademark owners: securing their sign before public availability. Registration with the Trademark Clearinghouse, priority filing, blocking solutions in case of missed deadlines… anticipation remains the best form of protection.
A new sunrise period is currently underway for the .play gTLD. This extension is operated by Charleston Road Registry Inc., a Google subsidiary responsible for several generic extensions.
While the term “play” naturally evokes gaming, entertainment, music, or sports, the scope of the extension is in fact much broader. Like most so-called “open” gTLDs, .play has no known specific restrictions: in principle, any entity may register a domain name, subject to applicable rules.
Key Dates to Remember
Sunrise Phase: 6 January 2026 to 9 March 2026
Trademark Claims: from 10 March 2026
The sunrise period allows trademark owners whose marks are recorded with the Trademark Clearinghouse (TMCH) to apply for the corresponding domain name on a priority basis before it becomes available to the general public.
Once this period ends, the risk increases mechanically: third-party registrations, speculation, opportunistic cybersquatting, or simply strategic acquisition by a more reactive competitor.
Why .play Deserves the Attention of Brands
The extension is naturally attractive to players in gaming, streaming, sports, music, and interactive or educational platforms. Yet beyond these obvious sectors, the word “play” carries strong marketing appeal: short, memorable, and internationally understood.
It is precisely this kind of generic and dynamic term that attracts:
early-stage entrepreneurs,
marketing-driven projects,
and less well-intentioned registrations.
In other words, even a brand with no direct link to the entertainment sector may have good reason to assess the associated risk.
IP Twins’ Role During the Sunrise
IP Twins assists trademark owners at every stage:
Verification and management of Trademark Clearinghouse registrations
Filing of sunrise applications
Strategic analysis: to register or not to register?
Portfolio management and centralization of domain names
The sunrise is a defensive tool. But it only works if the trademark is properly recorded with the TMCH in time and all formal requirements are met.
What If the Sunrise Is Missed?
All is not lost.
IP Twins also offers complementary solutions such as GlobalBlock, enabling preventive blocking of a trademark across a wide range of new extensions.
This approach is particularly relevant when the strategy aims to control registration costs while maintaining broad defensive coverage.
Anticipate Rather Than React
Each new extension creates commercial opportunity… but also potential exposure to infringement. The question is not only, “Do we need a .play?” The real question is, “Are we prepared for someone else to register it?”
IP Twins assists trademark owners in defining and implementing their strategy during sunrise periods and beyond, within a comprehensive approach to domain name portfolio management and protection.