The revamped portal will be launched in December, with a focus on editorial content. Playboy claims it has "toned down its X-rated content" to attract advertisers. The site had previously worked on a subscription basis, like Playboy's U.S. Cyber Club.
The Playboy.co.uk portal will offer 10 new channels including entertainment, life and style, The Girls and The Mansion. Woot!Media will provide custom-made content-relevant advertising and will build new brand partnerships for the new portal, drawing on Woot!Media's experience in sponsorship and providing relevant brands for niche websites.
Woot!Media division Woot!Viral, the company's arm for creating branded content, has started a viral campaign to sign up interest prior to the launch.
