Insider Spotlight
The former men's magazine returned on November 6 as a digital-first lifestyle brand, with actress Sanya Lopez unveiled as its first cover girl.
But PlayTime Entertainment president Crisanto Roy Alcid said the relaunch represents a broader business strategy to reduce dependence on gaming, which generates attractive returns but faces political and regulatory uncertainties.
“It has good returns, but it's not long term. It's not sustainable. It's very political,” Alcid said, referring to gaming during an interview.
Building a sustainable business
Alcid said PlayTime, which is approaching its first anniversary, is establishing its brand while experimenting with entertainment ventures.
He cited a joint venture with Summit Media and identified movie production among potential expansion opportunities.
The company also sees entertainment as an opportunity to develop technology infrastructure, including software and artificial intelligence applications tailored to content creators.
By operating entertainment platforms directly, PlayTime hopes to understand industry requirements before developing technology-based services.
Reinventing FHM
“FHM is not coming back to repeat its past,” Alcid said.
“Today’s talents don’t wait to be discovered, they build their own audiences. What we offer is the stage, the partners and the reach to take them further. That is the print we want to leave on this industry.”
Unlike traditional magazines, the relaunched FHM will emphasize direct engagement between creators and audiences.
Alcid envisions a personalized, potentially app-based experience allowing audiences to interact with featured personalities rather than simply viewing photographs or reading interviews.
New revenue opportunities
FHM's commercial offerings include digital albums, podcasts, nightlife events and premium lifestyle experiences.
Its FHM Afters podcast will feature entertainment personalities, while FHM Nights and FHM World will provide opportunities for branded events and partnerships.
The publication will also revive its FHM 100 Sexiest Women franchise, alongside limited collectible print editions.
For PlayTime, the strategy positions FHM as both an entertainment business and a testing ground for future technology ventures beyond gaming.
— Edited by Daxim L. Lucas
