THE infamous Playboy Mansion is set to enter the virtual world in a raunchy push to take on OnlyFans.
It means naughty metaverse users could soon find themselves exploring the halls once graced by late founder Hugh Hefner.
A load of tech experts have been hired by the entertainment brand as part of a big digital reinvention.
The company has already jumped on the NFT bandwagon.
Almost 12,000 cartoons of Playboy’s iconic bunny, known as Rabbitar, were put up for sale in October last year.
A sleepy fairy rabbit has gone for the highest figure so far, at $47,000 / £37,400.
The NFTs are not only collectibles but also provide access to exclusive offers, giveaways and special metaverse experiences.
But the saucy firm is looking to take its digital journey further, after closing down its print magazine for good during the pandemic.
It’s created a platform called Centerfold to rival adult subscription site OnlyFans.
Rapper Cardi B, drag queen Gigi Goode, model Amanda Cerny and porn star Ana Foxxx have all been enlisted as part of the drive.
“We believe Centerfold can shake up the creator economy just as Playboy Magazine shook up the publishing world,” Playboy told Morning Brew.
Front and centre of their move to digital is hiring a Web3 community manager.
Web3 is considered the next major iteration of the internet as we know it.
In a recent interview with CNBC, Playboy boss Ben Kohn said: “The magazine was one product of the company.
“But it was really that rabbit head that’s worth billions and billions of dollars and not replicable.
“When you think about what this brand represents, from a marketing perspective, from an awareness perspective, we pretty much have 100% awareness everywhere in the world.”
Hefner continued living in the real mansion until his death aged 91 in 2017.
It was sold for $100million in 2016 under the condition that the Playboy founder could continue to rent it for life.
Pictures emerged in 2020 showing the famous party palace undergoing major renovations as its new owner tries to get it back into a liveable state.
