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49% of PLAYBOY'S App Revenue Generated on Mobile

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In March 2016, Playboy announced a significant change in strategy to appeal to a broader audience. To take advantage of the rebranding momentum, Playboy turned to their long term partner, ZINIO, to rapidly create Apps for iOS and Android.

Highlights

  • Launched in six weeks on iOS and Android, tablet and mobile
  • 49% of app subscription sales occur on mobile
  • 4+ Stars on iOS and Android

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Challenges

Playboy had not released a magazine app previously and did not have a team to build out content for the app. Furthermore, they were looking for an experienced partner that would get to market quickly, as well as provide after launch support to their subscribers. They found this partner in ZINIO Pro.

In March 2016, Playboy announced a significant change in strategy to appeal to a broader audience. To take advantage of the rebranding momentum, Playboy turned to their long term partner, ZINIO, to rapidly create Apps for iOS and Android.

How ZINIO Pro Helped

The ZINIO Pro onboarding team worked hand in hand with Playboy to gather assets, build, test and launch the apps. The apps were released on the Apple App Store and Google Play using ZINIO Pro’s out-of-the-box templates. These templates use Playboy’s fonts and colors to ensure that the magazine’s digital look and feel is consistent with the Playboy brand. The responsive format of the mobile version really appealed to a large number of new subscribers. The inclusion of Playboy’s social media links for YouTube, Instagram and Pinterest created a true social portal that is able to update daily with new content that draws in the Playboy enthusiast.

Results and Future Plans

The Playboy magazine app gained the mobile traction that was desired with 49% of app revenue generated through smart phone transactions. It has provided Playboy with an additional distribution channel, as well as a new source of growing revenue. In the future Playboy may enhance their issues by developing custom templates for the content. Integration with Playboy’s Fulfillment House, to enable bundled subscriptions, will also be added.

 

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About Playboy
mobile app

Playboy is one of the most recognized and popular consumer brands in the world. Playboy Enterprises, Inc. is a media and lifestyle company that markets the brand through a wide range of media properties and licensing initiatives. The company publishes Playboy magazine in the United States and licenses foreign editions of Playboy around the world; operates Playboy.com, a leading men’s lifestyle and entertainment site; and creates content for distribution via television networks, websites, mobile platforms and radio. Through licensing agreements, the Playboy brand appears on a wide range of consumer products in more than 180 countries, as well as retail stores and entertainment venues.

For more information about Playboy Enterprises, please visit www.PlayboyEnterprises.com




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