The mobile entertainment company will sell Playboy-branded mobile games, images, video clips and text services to Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam across 18 service providers. The offerings will also be available for download on Acme’s portal (www.amob.com).
To ensure that censorship guidelines are met in each country, there will be no nude content, said Matt Kalinowski, a spokesperson from Playboy. He emphasised that the content would focus more on the glamour factor of the famous bunny brand. “Playboy is always sensitive to local sensibilities when entering a new market. Most of the downloads are more lifestyle-oriented, capitalising on the glamour and sexy appeal that Playboy projects, rather than simply the girls,” he said.
Instead, mobile users can expect to see more merchandising. “The Playboy rabbit head is extremely popular with females and works well on mobile products,” said Kalinowski.
The move comes more than a year after Playboy launched a no-nudes edition of its magazine in Indonesia. It was met with violent protests and legal challenges and its editor was subsequently cleared of charges of publishing indecent material.
