Adult entertainment company Grooby has launched its 2025 Halloween-themed competition on social media, offering participants a chance to win memberships to company sites.

The competition requires fans to watch a promotional video and correctly identify 17 performers featured in the clip. CEO Steven Grooby characterized the contest as a fan engagement initiative celebrating the Halloween season.

Winners will be selected and notified via email before November 7, 2025. Participants can enter through the company’s official competition page, with terms and conditions applying to prize subscriptions.

Grooby is a Burbank-based transgender adult entertainment production company that has operated since 1996, making it one of the longest-running companies in its sector. The company manages over 30 membership websites and has been recognized for expanding representation and opportunities for transgender performers in adult entertainment.

Steven Grooby founded the company in 1996 and serves as its CEO, establishing himself as a significant figure in transgender adult entertainment. He has been credited with helping to professionalize and expand the transgender adult entertainment market over nearly three decades.

Grooby’s business model focuses on subscription-based content across multiple specialized websites, serving what the company describes as an underserved market segment. The company regularly conducts promotional campaigns and fan engagement initiatives as part of its marketing strategy.

The adult entertainment industry has increasingly embraced seasonal marketing campaigns and social media contests to boost fan engagement, with several major studios launching similar Halloween-themed promotions this year. Companies across the sector have also expanded their use of interactive content as digital marketing strategies to drive subscription growth.