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Hefner's Playboy, Sony In Pin-Up PSP Deal
Greg Levine, 04.20.05, 1:50 PM ET
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Saucy geek alert: Devotees of the PlayStation Portable (PSP) enjoy pretending to skateboard and drive illicitly, zap aliens and whack members of mythical organized crime families. Now they can pretend to date beautiful models. Sony (nyse: SNE - news - people )'s popular handheld videogame player has been given a new purpose by Playboy Enterprises (nyse: PLA - news - people ). The bastion of bachelor swingers said its online arm will offer picture galleries and videos shot and cut specifically for the PSP. Playboy, led by Chairman and Chief Executive Christie Hefner, said its titillating "PlayboyStation Portable" service is available for free, if in slightly diluted form: It'll furnish two non-nude photo spreads and one free video. Users willing to cough up the subscription fee for Playboy's online service can access premium nude content. The firm synonymous with hot tubs and outdoor pajama wear last year created "iBod," a feature geared to Apple Computer's (nasdaq: AAPL - news - people ) iPod photo digital music player and picture viewer, according to Reuters. And with an eye to a not-so-niche market, Playboy said it shot a "sci-fi themed" photo essay of model Amy Cooper, formatted specifically for the PSP's wide-angle screen. Will Campari ads be next?