Lars told XBiz that the deal will enable each company to leverage their mutually strong resources and branding power, and that he expects Streamray will become the No. 1 cam company in the industry.
Streamray operates Cams.com and other pay-per-minute video feed services.
Under the terms of the deal, Streamray will handle all of Friendfinder's cam features, which the company has been using more broadly within its 20 multicultural and multilingual sites, including the Friendfinder network. Since its inception a decade ago, more than 90 million users have joined its sites.
Lars will continue as president of Streamray and will also act as marketing "master" for Friendfinder. Conru will remain president of Various and will oversee all IT-related company issues.
“This merger brings together two market leaders and creates an unparalleled partnership with the strongest technology and talent in the industry," Conru said in a statement. "The merger will give us an opportunity to develop new and innovative services for members in our FriendFinder network, and use our resources to further develop Streamray.”
The merger, which entered serious negotiations in November at Webmaster Access in Santa Monica, Calif., will combine a team of 180 employees located in Palo Alto, Calif., home of Friendfinder, and Las Vegas, where Streamray is headquartered.
Both companies will continue to operate separate affiliate programs but will develop programs that enable affiliates to cross-promote both Streamray and Friendfinder. Both companies also plan to announce key upgrades to their products and services in the coming months.
Lars anticipates that all affiliates associated with both companies will benefit from the merger and that the added services and improved support "should provide fertile ground for new marketing initiatives aimed at profitable revenue growth.”
Lars and Conru's relationship began 10 years ago when "the Internet was first born," he told XBiz. At the time, Lars worked for one of Conru's companies designing web pages.
"It's been a nice long circle," Lars said. "It's nice to finally put the two companies together. Friendfinder has been doing a lot of cam stuff within their members area, it seemed like a natural progression for us to get involved."
Both companies are privately held.