Playboy.com Unveils New Strategy for Memberships

Playboy.com Unveils New Strategy for Memberships
Rhett Pardon

BEVERLY HILLS, Calif. — Playboy.com has unveiled a new walled-garden website that taps into the exclusivity and reputation of its Playboy Club brand.

As part of the new site, all visitors are required to register. They can become a Playboy Club member for access to exclusive content and events. Premium membership with unlimited access starts at $4.16 a month.

“Visitors to the new Playboy.com are offered membership into a world previously only open to those lucky enough to receive an invitation to one of Playboy's exclusive events,” Playboy said.

Playboy Club members receive unrestricted access to what the brand has long been known for — pictorials that celebrate sexuality, along with compelling feature-driven sections and articles.

Members of the new Playboy Club will have the opportunity to attend events like the annual Midsummer Night's Dream party in Los Angeles, Playboy Fridays at TAO Beach at the Venetian in Las Vegas or Playboy's British LGBT Awards Pre-Party in London.

Early members to the beta version of the new Playboy.com got a taste of what's to come at last weekend's Playboy Social Club, a two-day event filled with music, cocktails and VIP guests deep in the Coachella Valley this past weekend.

"For months we have been creating a new, unique digital and mobile experience for Playboy fans, one that successfully communicates the entire story of our brand. We look forward to people visiting the digital platform and interacting with a Playboy that is very much a celebration of the past while offering something fresh and new," said Cooper Hefner, Playboy Enterprises Inc.’s chief creative officer.

Check out the new Playboy.com here.

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