Minds + Machines (LON:MMX), is going to launch its first new gTLD’s strings into General Availability in September, actually 9 in all.

The following new generic top level domains (gTLDs) in which Minds + Machines has an interest will go on general availability (GA) to the public on the following launch dates in September:

September 9th .London

On September 15th  .Cooking, .Country, .Fishing, .Horse, .Rodeo, .Vodka

September 25th .Beer, .Surf

September 30th .Bayern.

On entering GA, all domain names applied for to date will start being registered and issued to applicants where there is no competing application for the same name.

Where there are multiple applications for a domain name, applicants will be invited to participate in an auction for that domain name. The Minds + Machines board anticipates that around one quarter of applications are likely to go to auction.

The onset of GA will also see domain names being sold to the public through Minds + Machines’ network of ICANN-accredited registrars on a first-come, first-served basis, as well as through the wholly-owned registrar.

Minds + Machines is both a registrar – a company that deals with web site name applications – and a register – a company that provides services to registrars.

Regarding the latter, the group has continued to expand the number of registrars through which addresses in its domain portfolio can be retailed to the public. Registry-Registrar Agreements have now been signed with over 70 ICANN-accredited registrars across Europe, Asia and US including the world’s four leading registrars: 1&1, GoDaddy, Host Europe, and Tucows.

The company revealed that its Premium Pricing strategy has been accepted by reg