Adult entertainment company Playboy has decided to step into video gaming scene. Fiercely popular for its adult-content centric magazines, websites and videos, Playboy is going to launch a new video game label later in 2010.

Paul H. Lee, Playboy's managing director for new digital ventures, told paidContent that this game label is a part of the wider digital strategy to make the Playboy brand a more mainstream concept. The company has currently tied up with German online games developer Bigpoint whose crime fantasy game Poisonville is featured on Playboy's website - http://www.playboy.com/poisonville.

Playboy intends to get into massive multiplayer online game (just like Farmville and not Dungeons & Dragon Online) and the game label will be launched before the end of this year. "According to Playboy user feedback, we know our audience is interested in online videogames...so we're thrilled to launch a formal videogame label later this year that will meet their needs," Lee added.

At this moment, Playboy will be promoting MMO action game Poisonville that is set in a fictional U.S. city. The gamer is required to complete a series of missions to gain respect and fight against corruption, just like in GTA or any crime-corruption game. During these missions, the protagonist will have close encounters with women who have full Playboy potential (you know what we mean...). Lee added that, "Playboy's gaming interests included a few licensing deals and some editorial in the form of gaming reviews. But there was no clear, over-arching strategy in place. With Bigpoint, we've established a clear path in terms of where we want to go."