Playboy U.K. Relaunches Site, Offers Free Content

Nikki Tang and Tod Hunter
LONDON — Playboy U.K. has relaunched its website, now moving to an advertiser-funded model that offers mostly free content to its users.

"Our U.K. customers wanted access to our content, and advertisers wanted to be aligned with our brand," said Richard Gale, director of marketing at Playboy UK. "Now we can provide a product that achieves both of these objectives."

According to the company, "the overhaul will see it offer a dozen new entertainment channels, such as movies, music, games, TV and sports, along with a new branded social networking element."

In the U.S., Playboy operates the free Playboy.com site and the PlayboyU.com college-oriented site, as well as a number of subscription sites, including the Playboy Cyber Club, Playboy's All Naturals, Playboy's Busty Babes, Playboy's Fresh Faces, Playboy's Sexy Wives, Playboy's Student Bodies and Playboy's Special Editions, plus more than 40 hardcore sites under its Spice and Club Jenna labels.

Playboy Enterprises, which is more dependent on ecommerce revenue than ever, said it continues to retool its U.S. site, Playboy.com, to help accelerate the portal’s growth as a gateway to other Playboy-owned sites. The company also owns American sites GFY.com, Adult.com and ClubJenna.com.

Playboy is planning to relaunch a flagship dotcom site in the U.S. this spring.

For more information, visit Playboy.co.uk.

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