Amuso is pitched as a self hosted “game show” site that allows users to win and make money.

Up front, it’s a hot or not clone, with video supported as well. Users set up a contest based around a topic, and anyone can enter with an interesting twist: each entry costs money, previously £1, but the current amount isn’t specified on the site. The winner of the contest wins a split of the money, along with the contest creator, and naturally Amuso itself.

The site launched into the US market late September, and this is the official spin:

Amuso aims to empower consumers who have always dreamed of starring in a show but never got a break. From now on, there is no need for studio contracts, celebrity judges or rigorous auditions; everyone can star on Amuso.com. After only two months, Amuso has already attracted 100,000 monthly visitors, 20,000 registered contestants and paid out over $10,000 in cash prizes.

Some competitions are free, so the site will attract users that way, but the financial model itself is dicey in terms of building a solid user base. $1 might not seem a large amount, and the site supports Paypal, but in a space accustomed to free, requiring money is a limiting factor, both in attracting users, and creating a sustainable business.

There are opportunities for the site to succeed: “brand partners” offers companies branded contests, creating an alternative revenue stream that doesn’t rely on users, and the site is backed from the investors behind Skype. That aside, it is a bold model with exceptionally high risk. Who knows, it might just work.

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“We are extremely excited to bring this new design to our audience,” said Glenn Graff, CEO of Hot or Not. “From the new logo that captures the passion and the energy of our loyal audience, to the expansive presence of our Hotlists application, we believe that we have dramatically enhanced the value proposition of the product. The site now allows customers to join faster, display a richer profile and have more fun rating and connecting with like-minded people – making for a more enjoyable user experience.”
 
This re-design is apparently the first of many improvements the company plans to make to enhance the brand and to significantly improve the product to ensure that its valued audience has a great experience each and every time they visit Hot or Not.

I miss the old company that James Hong and Jim Young originally founded in October 2000. I do not have that same feeling anymore for the site since Avid Life Media bought it in February this year. It’s simply not Hot for me anymore (again, it’s just me).

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