.PARIS : can the Backend Registry help sales?

As published on the 06/24/2025, it is with no surprise that the AFNIC was renewed as the Backend-Registry provider of the .PARIS new generic Top-Level Domain.

The announcement

What caught my attention in the announcement is this paragraph :

"Afnic’s remit will also be expanded to include communication and promotion of the .paris TLD, as well as the development of initiatives designed to increase its adoption by businesses and private individuals."

The Backend Registry is also going to include communication to its role. My understanding of this paragraph is that the number of domain name created ("sold" ?) should evolve to...more domain names on the market.

An interesting test

If more communication to me means more domain name registrations, it is going to be easy to check if the Backend Registry does a good job : .PARIS domain name registrations have stagnated around 25,000 in 2023 and dropped to 19,500 in 2024 and 2025 (up to June 2025). These numbers should therefore ...increase.

The role of the Backend Registry provider

If such a communication role was not really the role of Backend Registries in the first Round of the ICANN new gTLD program in 2012, this trend could develop since :

• some Backed-Registry providers also own one or more Registrars which can greatly contribute to launching a new Registry (and help bringing more domain names to the market faster).
• there are more Backend Registries who want clients for the next Round of the ICANN new gTLD program : they come in competition with already existing providers.
• there are now lots of Backend Registry providers with experience from the first Round of ICANN new gTLDs : they need to add that little something more to their offer to generate interest. Contributing to a Registry's communication is a strong asset in an offer.
• some Backend-Registry providers already offer the "key-in-hand solution", adding the feasibility study to writing and submitting the new gTLD application to the ICANN. These are very competitive solutions but are they enough? They don't address the important question : how do you increase sales?

It is a good announcement by the AFNIC to take such role in contributing to the .PARIS communication. For those interested, we have asked the following question to an AI : "New gTLDs: when creating a new Registry, do you need sales roles?". It is answered here : www.gtld.blog.

This article was first published on CircleId.