Playboy has formalized a deal to purchase an OnlyFans like content platform Dream for $30 million in order to help fast forward the launch of their new platform, Centerfold.

The new platform will allow content creators to interact directly with fans that subscribe to their Centerfold profile. The Dream infrastructure will effectively serve as the technological backbone of Centerfold.

On the acquisition announcement, Dream co-founders Mike Dow and Mike Berman added: “We’re very proud of Dream’s product and technology foundation and team, and our ability to quickly serve as a scalable platform for a brand and creator network as significant as Playboy’s.”

“The Dream infrastructure will effectively serve as the technological backbone of Centerfold,” Forbes reported Monday, adding that “there will be an e-commerce connection with the Playboy brand attached to the platform also so users can purchase products and merchandise associated with the historic brand. Cryptocurrency usage and NFT applications are also reported to be featured on the site.”

Dream co-founders Mike Dow and Mike Berman, in a statement, added: “We’re very proud of Dream’s product and technology foundation and team, and our ability to quickly serve as a scalable platform for a brand and creator network as significant as Playboy’s.

“We’re thrilled to join Ben and the whole Playboy team on a mission to build the most innovative toolkit and the safest service for the world’s top creators.”

The acquisition of Dream, which will be funded mostly in stock, is expected to close in the fourth quarter.

Centerfold will roll out in the fourth quarter, ahead of the previous plan for the second half of next year.

“Our new creator-led service, Centerfold, will build upon Playboy’s long history, providing leading voices with a safe platform for creative expression. Centerfold will serve as the home for the world’s top creators to interact directly with their fans and to expand their communities and commerce businesses,” said PLBY chief executive Ben Kohn.

Centerfold.com will integrate different subscription abilities, including gifting, tipping and direct messaging, or “meets” with talent. The site will also serve as a larger commerce play, enabling creators to either work with PLBY on its existing brand or products or to create new merchandise tied directly to them that PLBY can sell.