Playboy Entertainment Group has acquired Adult.com and all its properties in a move that will give both companies the opportunity to expand their reach across new delivery platforms.
Adult.com’s properties include Cinema Play Entertainment, which is its video distribution arm, the webmaster board GFY, or gofuckyourself.com, the Webmaster Access Tradeshows and the network affiliate programs, Reality Cash and Playboy Cash.
Adult.com and its properties are now a wholly owned subsidiary of Playboy Entertainment Group. With the transition that is effective today, Adult.com president Joe Lensman has signed a multi-year agreement to continue in that role. In addition, Eric Matis has been promoted to vice president of marketing for the Adult.com group.
“We’ve been in business together for over three years, operating the Playboy Cash affiliate program, and our synergy is ideal,” Lensman told AVN.com.
“... This shows Playboy is committed to delivering content to consumers the way they want it, whether it’s online, on DVD or on the air."
Jay Jay Neisheim, the vice president of public relations for Playboy Entertainment Group, told AVN.com the new deal evolved out of their previous partnership.
“We want to expand across all technologies and platforms and this is a way to expand our online revenues and grow different areas of our business on the technology side,” Neisheim said.
Lensman said all his Adult.com team members are staying and there would be no change in the day-to-day business, its websites or affiliate programs, but rather the changes will be confined to internal accounting. Similarly, Playboy will continue building its brand as a distinct and separate entity.
“Everything will be business as usual,” Lensman said. “The reason we’re merging and we’re enthusiastic about our growth opportunity together is the whole is greater than the sum of its parts. This is good news for the industry and good news for webmasters.”
The eight-year-old Adult.com has built an affiliate network of over 30,000 webmasters. It has been operating affiliate programs for over seven years.
“Reality Cash is one of most successful affiliate programs in existence today,” Lensman said. “GFY is the dominate B2B gathering place for the online adult industry, and our Webmaster Access Shows operate four times a year in Los Angeles, Montreal, Amsterdam and Cancun, Mexico. It’s a highly attended show by online industry insiders.
He continued, “Cinema Play Entertainment is a two-year-old video distribution company that distributes the content that adult.com produces. The titles are primarily reality based. You will see our titles appearing on Spice cable and satellite.”
Neisheim added, “We really feel like it compliments our existing network. This acquires an affiliate program infrastructure and expands our traffic across more properties.”
