MUNICH – Nu Emotions GmbH, a German tech-startup, will launch an adult app store for the Android operating system in May, with a beta-testing phase on track to begin in April. A spokesman for the company said Lazeeva App Store for Adults is in its final development stage and “will provide a more profitable gateway to mainstream markets for adult publishers who want to enjoy all the benefits of native mobile business models. ”

“It’s Google Play for positive adult entertainment,” Nu Emotions Chief Executive Officer Tilmann Petersen said. “Our mission is to provide mobile users with positive adult entertainment and erotic lifestyle products of highest quality through a user experience that lives up to the possibilities of the 21st century. The functionality and user interface are benchmarked against Apple App Store and Google Play, but without any limitations to adult content as long as it follows our criteria concerning quality, consumer taste and data security.”

Petersen noted that mainstream businesses generate better user-experiences, higher sales-conversions and stronger consumer relationships with mobile apps. Most of adult entertainment, though, is trapped in the pre-smartphone era where browsers provide the only reliable access gate to digital adult entertainment. If Google Play and Apple’s App Store didn’t ban even the softest of softcore adult content, all of that might change — but the app giants remain steadfast in their anti-adult positions.

“This is why we invite all developers, brands and retailers who target a sophisticated adult audience to approach us and find their winning place in native mobile technologies,” Petersen said. “Native mobile is an even more urgent topic for the adult industry in 2016, given that new disruptive technologies, such as virtual reality and Bluetooth- or WiFi-enabled interactive sex-toys solely rely on mobile apps.”

Lazeeva will offer gaming, m-commerce, streaming, content, dating and virtual reality apps from leading adult lifestyle brands, content producers and mobile developers, Petersen said.

In addition, Lazeeva’s brand universe emphasizes “sex-positive adult entertainment in a progressing world.” The company plans to aim its marketing efforts at mainstream women and couples who are undergoing a new sexual revolution in the age of digital mobility. Thanks to significant seed-money investment, Lazeeva is pushing a strong marketing and awareness plan to build positive brand attributes with mainstream consumers.

“Lazeeva’s promise to consumers is simply about enjoying positive adult entertainment without any concerns about filthy content, shameful imagery, scams or spam risks,” Petersen said. “We want to bring back a positive perception of adult entertainment so people can enjoy it as an integrated part of everyday life.”

With this positioning Lazeeva plans to give positive adult brands access to the billion-dollar media market of the mainstream world.