PRAGUE, Czech Republic, and LUXEMBOURG – We’re not sure whether to file this under “HUGE NEWS,” as the publicist advised, or “Just Another Day at the Office.”
Prague-based Really Useful Limited and MindGeek, headquartered in Luxembourg, have decided to work together, forming an alliance that will see the latter managing the former’s online assets. This is nothing new for MindGeek, which owns nearly 100 sites of its own and manages online presences for Wicked Pictures and Playboy.
It’s nothing new for Really Useful owner JT, either, since both he and MindGeek—formerly known as Mansef and then Manwin—built their fortunes on adult tube sites. MindGeek still derives much, perhaps most, of its income from the bane of the adult industry’s existence. The company reportedly owns eight of the 10 top tube sites in the world—including YouPorn, which JT co-founded—cycling more traffic than YouTube or Facebook.
In fact, MindGeek owns so many other companies and cycles so much traffic through its various operations that Slate’s David Auerbach called MindGeek a porn monopoly. The adult industry companies that don’t work with the behemoth directly do so indirectly. If they don’t already embrace at least one of MindGeek’s tentacles, they will.
But back to the partnership.
According to the press release. “MindGeek will leverage its world-class digital marketing capabilities and distributing expertise to bring Really Useful Limited’s domains to their full potential.”
Which full potential would that be? In almost every press release distributed by JT’s public relations person, Really Useful’s sites already dominate the .xxx space in both traffic and revenue. Maybe we’re over-thinking this, but it sounds to us like a surreptitious acquisition.
Such a move would give MindGeek significant control over both the .xxx and .com spaces, at least where the adult industry is concerned. Considering Manwin, under previous owner Fabian Thylmann, sued ICM Registry to stop the implementation of .xxx, that nugget is more than a bit ironic.
In any case, JT seems pleased with the deal, whatever it entails.
“MindGeek has been the innovative leader in the adult space with a decade of experience in managing the most successful and highly trafficked websites,” he said. “I decided the time was right to bring that level and breadth of experience to our brands.”
Read: Mansef-Manwin-MindGeek made JT some kind of offer he couldn’t refuse.
Nick P, director of global sales for MindGeek, said he believes his company’s investment in the partnership constitutes a win for both sides of the deal.
“JT’s content and brands are among the hottest on the internet right now, and the future sites planned are phenomenal,” he said.
JT has indicated he will continue to direct production for Really Useful’s portfolio.
The management hand-off is effective immediately. No financial details were disclosed.
