Penthouse CEO: AFF Acquisition Is Part of 'Rolling Up Industry'

BOCA RATON, Fla. — In an interview Wednesday, Penthouse Media Group CEO Marc Bell told XBIZ that his company’s acquisition of Various Inc., the company that owns and operates AdultFriendFinder.com, was a part of a continuing strategy of “rolling up the industry” and making key acquisitions to expand the company’s online presence.

“They were the biggest adult social networking site out there and acquiring [AFF] immediately puts us in the position of being the leader in that market,” Bell said. “We’re going to continue to build on what they have established.”

Bell told XBIZ that the company has no major changes in mind for AFF or its affiliate program. “If it’s not broke, why fix it?” Bell said.

Asked about controversies surrounding AFF — like the company’s use of Zango for promotion of its site and the recent settlement with the FTC — Bell downplayed the significance of those, calling them “minor bumps in the road.”

“The FTC thing was about their affiliates and not about [AFF],” Bell said. “That was all dealt with long ago, and we’re not worried about it at all.”

Going forward, Bell said that the transition will be “totally seamless” for AFF affiliates.

“If anything, they’re just getting more products to sell,” Bell said. “We’re very excited about working with [the affiliates], and we look forward to building on the already solid program that is in place.”

While Penthouse may be confronting a learning curve where the adult social networking market is concerned, Bell said he’s confident that the company is already sufficiently versed in the space.

“We’re completely prepared,” Bell said. “I’m very confident that we have the right people in place, and we’ve got the whole thing down.”

Penthouse’s acquisition of Various had been circulating as a rumor for several weeks prior to this morning’s announcement confirming the acquisition. According to that release, the acquisition of Various makes Penthouse the world’s largest adult entertainment company.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Adult Industry Educational, Networking Platform 'Imperfectly You' Launches

Imperfectly You, an educational and networking platform for adult industry workers, has officially launched.

Segpay to Launch News Network for High-Risk Merchants

Segpay has announced that it will launch the Segpay News Network (SNN) on April 15.

Age Verification Watch: Patching the Holes

This roundup provides an update on the latest news and developments on the age verification front as it impacts the adult industry.

Pineapple Support to Host Autism Spectrum Support Group

Pineapple Support is hosting a free online support group for performers and creators who are, or suspect they may be, on the autism spectrum.

ImLive Launches Revamped Member Loyalty Program

Cam platform ImLive has revamped its member loyalty program.

GoFundMe Set Up for Danny Ferretti's Medical Expenses

A GoFundMe campaign has been set up for Fangear founder Danny Ferretti, who requires extensive lung surgery.

Byborg Acquires Cuties AI

Byborg Enterprises has acquired adult artificial intelligence startup Cuties AI.

Irish Government Releases Report on Sex Work Decriminalization Legislation

The Irish government has released a report reviewing a 2017 law that decriminalized sex work across the country.

Texas Bill Would Require Age Verification for Online Sex Toy Sales

A new bill in the Texas state legislature would require online retailers to implement age verification of purchasers before selling “obscene devices” to anyone in that state.

New York Assemblyman Proposes Banning the Term 'Sex Work'

Republican New York Assembly Member Brian Maher has introduced a bill to prohibit the use of the term "sex work" in government documents.

Show More