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The relaunch of PLAYBOY.DE is a major milestone in the brand's transformation process to a modern magazine-like experience in the online world.

Different media - one exclusive PLAYBOY world

In terms of form and content, the design is more closely aligned with the high quality of the print edition. The stylish, contemporary typeface and clear, opulent imagery clearly bring one thing to the fore: the visual power of the PLAYBOY brand!

Visual opulence

Through a clear and opulent visual language, the new design brings the visual power of the PLAYBOY brand clearly, confidently and pictorially to the fore and awakens the desire for more.

Infinity scrolling

The website's new design is based on social media feeds and allows users to navigate intuitively. Thanks to "infinity scrolling", the relaunch allows users to discover the digital diversity of PLAYBOY.DE without having to open a new page each time.

One design for all sizes

Greatly reduced loading times provide an optimized user experience, especially for the steadily growing number of mobile visitors. The impressive image galleries and the editorial content are equally effective on smartphones, tablets and desktops and can thus be optimally experienced anywhere and at any time, regardless of the device.


The Playmate of the Year election is the big event par excellence in the PLAYBOY world. In short videos inspired by social media formats, twelve Playmates had a very special opportunity to introduce themselves on the website. With the new design of the annual Advent calendar competition, user numbers doubled in the year of the relaunch. In December 2020, for example, over 10,000 visitors took part every day, and a total of 240,000 visits were recorded.

A measurable impact

The statistics clearly show how SMALs approach to relaunch the PLAYBOY.DE website helped the brand expand their audience and increase traffic on their platform.

+191 %
Page views per mobile visit
+64 %
Page views per month
7.5 %
Traffic growth
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