TORONTO – Easier navigation, enhanced personal libraries, more advanced video-streaming technology and compatibility across multiple platforms characterize the re-launch of one of the oldest gay adult video-on-demand brands online.

Sureflix Digital Distribution Inc. revealed the updated and upgraded Maleflixxx.tv on Thursday. According to a company spokesperson, the site’s new features and functionality represent a significant overhaul, thanks to the brand-new underlying platform.

“As a long-standing VOD network, we re-evaluated our customers’ needs,” said Chief Executive Officer Erik Schannen. “We reviewed everything from the pricing to the way the content should be encoded. By introducing Maleflixxx.tv 3.0, the efforts of the Sureflix team reflect this research and our commitment to being the VOD standard-bearer for consumers by making it easy for them to find and watch their favorite content.”

The site’s new layout is easier to navigate, owing in large part to a new personalized menu structure highlighting each user’s favorite categories, studios and stars for easy access. Hovering over any image brings up details about the movie and helps users start watching faster. The redesigned My Library feature allows users to keep track of their favorite scenes and stream-to-own titles. Each user can flag and sort his favorite stars while searching for more of content.

“These new features and functionality are on par with the best non-adult VOD sites,” Schannen said. “The adult industry has changed dramatically over the past few years. There is an abundance of free content, and consumers are spending more and more time searching. They are frustrated and uncertain as to where to find their favorite content. Customers are only willing to pay for content if it provides a better customer experience and saves them time and effort. Well, Maleflixxx.tv 3.0 is here.”

Schannen also said affiliates will benefit from the overhaul — not only from increased conversions at a 20-percent recurring revenue share, but also because the platform developed for Maleflixxx powers Sureflix’s private-label theaters. Schannen said future developments already are in the works.

“I’m very excited to introduce Maleflixxx 3.0 as a dynamic delivery platform that enables users to ‘Stop Searching and Start Watching,’” he said. “We have made it much easier for customers to find their favorite content from their favorite studios and to discover what’s new.”