to Launch 'L'Affaire D'Amour' Valentine's Contest is set to kick off its "L’Affaire D’Amour" Valentine’s Day contest this Friday.

Running through February 18, the event will give models and fans the chance to earn “hearts” and boost their rankings on the live leaderboard.

Explained CEO Paul Ashworth, “Similar to our previous competitions, models earn ‘hearts’ for each hour they go live, for special shows, and whenever they receive gifts from fans; the higher the token value of the gift, the more hearts earned.”

Jolene Louw, head of marketing, added, “Fans earn hearts for sending gifts, sparking engagement and activity all around. For this romantic event, we're also introducing 10 new achievement levels that unlock bonus hearts, along with our exclusive majestic-heart profile frame.” is also rolling out new virtual Valentine’s Day gifts that will be awarded throughout the affair, including: the Delightful Rose, Scarlet Stilettos, a Dreamy Diamond, a Ruby Passion Ring, an animated Be Mine Bear, and an animated Cupid.

For L’Affaire D’Amour Valentine’s Day event, will give away a total of 13,500 tokens for fans, plus cash prizes for models totaling $8,250.

The top 10 models and fans are eligible to win. Live leaderboard rankings lock in at midnight PT on February 19.