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Mandatory (company)
Mandatory (company)
Mandatory (company)
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Mandatory (formerly CraveOnline Media) is a lifestyle website based in Los Angeles with gross sales offices in New York City, Chicago and San Francisco.[1] The site is owned by media company Evolve Media, LLC.[2][3] Mandatory focuses its contents into the male-lifestyle audience, but it has diversified into content for all. Mandatory owns nine websites and has partnered with more, producing various content for each site. As of February 2021, it is only available in English.

Key Information

History

[edit]

CraveOnline.com was launched by the online media company AtomicOnline, the publishing division of Evolve Media, LLC, in late 2004.[4] CraveOnline was cited in the 2009 book The Man's Book: The Essential Guide for the Modern Man by Thomas Fink as a top website for men.[5] Regarding CraveOnline, AskMen.com said, "CraveOnline.com combines entertainment and other interests in one place. Great articles, nice pictures and other cool stuff that you won't want to miss."[6]

In March 2013, CraveOnline launched its 3D advertising cube for smartphones and tablets.[7] In May 2013, it launched its own production studio.[8][9] In August 2015, CraveOnline was relaunched. Aside from music, the website also began focusing on culture and lifestyle.[10][11] In March 2018, CraveOnline changed its name to Mandatory, after a popular section of the site of the same name, with a new tagline "Laugh. Learn. Do Some Good."[12] That same year, the company went through layoffs.[13]

Owned or associated websites

[edit]
  • Film and TV: ComingSoon.net,[14] SuperHeroHype.com, ShockTillYouDrop.com.
  • Gaming: ActionTrip, GameRevolution, PlayStation LifeStyle.[citation needed]
  • Sports: HockeysFuture.com, Sherdog, WrestleZone.[15]

References

[edit]
[edit]
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Mandatory (company)

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Mandatory is an American digital media company and lifestyle website targeting young men, particularly Generation Z and younger Millennials, with content focused on entertainment, style, career advice, technology, and wellness under the tagline "Laugh. Learn. Do Some Good." Owned by Evolve Media, LLC, a passion-based publisher headquartered in Los Angeles, California, Mandatory operates with sales offices in New York City, Chicago, and San Francisco, producing articles, videos, and social media content optimized for mobile distribution. The company traces its roots to 2016, when Evolve Media acquired the men's site Mandatory.com and integrated content from the established platform CraveOnline, which was subsequently sunsetted. In March 2019, Evolve Media fully rebranded CraveOnline as Mandatory, elevating the former's popular section to the main brand to better align with evolving audience interests in inspirational and practical topics. Under including Executive Editor Eric Alt and Senior Director of Content Operations Anthony Severino at the time of rebranding, Mandatory expanded its offerings to include specialized sections on , molecular , life hacks, and future tech, alongside a monthly video series called "The Mandatory Network" featuring discussions from affiliated sites like , ComingSoon, and Game Revolution. As part of Evolve Media's portfolio of enthusiast sites reaching tens of millions of readers monthly, Mandatory emphasizes creative storytelling and brand partnerships to engage its demographic, while maintaining a commitment to diverse content that has broadened beyond strictly male-focused topics. The platform continues to operate actively as of 2025, producing timely articles on pop culture, news, and lifestyle trends.

Company overview

Founding and rebranding

Mandatory (company), originally known as CraveOnline, was established in late 2004 by AtomicOnline, the publishing division of Evolve Media Holdings, LLC, a Los Angeles-based digital media firm. In 2016, Evolve Media acquired the site Mandatory.com and integrated content from CraveOnline into it. The platform was designed to cater specifically to a male-lifestyle audience, delivering entertainment and lifestyle content aimed at entertaining and inspiring young men through topics such as style, career advice, music, and pop culture. By 2018, as audience preferences evolved toward more dynamic digital experiences, Evolve Media decided to rebrand the site to better align with emerging trends. In March of that year, CraveOnline was renamed Mandatory, drawing from the name of one of its most popular content sections. This change introduced a refreshed visual identity, emphasized social and mobile-first content distribution, and adopted a new —"Laugh. Learn. Do Some Good"—to signal a broader focus. The rationale centered on expanding beyond its niche male-oriented roots to appeal to a more diverse audience, particularly (late teens to 20s) and younger (early 30s), by incorporating varied entertainment topics and inspirational elements that encouraged positive action. This strategic shift positioned Mandatory as a more inclusive destination while maintaining its core emphasis on engaging, relatable content.

Headquarters and offices

Mandatory, a lifestyle media company owned by Evolve Media Holdings, LLC, maintains its primary headquarters in , . This central location supports its core operations as a digital publisher targeting young men, particularly and younger , with content focused on , style, career advice, , and wellness. To facilitate advertising and sales activities, the company operates additional sales offices in , , and . These U.S.-based facilities enable Mandatory to engage with national advertisers and maintain a strong presence in key media markets across the country. As a U.S.-focused website, Mandatory's operations emphasize domestic market reach, with all content available exclusively in English.

Historical development

Launch as CraveOnline (2004–2018)

CraveOnline was launched in late by AtomicOnline, the division of Evolve Media, LLC, as an online platform delivering content tailored to male audiences aged 18-34, with a primary emphasis on , gaming, , sports, and related lifestyle topics. In March 2013, CraveOnline introduced a pioneering 3D advertising cube unit designed specifically for mobile devices such as smartphones and tablets, featuring six customizable faces to enhance interactive ad experiences; the innovation debuted in partnership with a campaign. By May 2013, the company expanded its capabilities with the establishment of an in-house production studio dedicated to creating original video and content, enabling greater control over its editorial output and reducing reliance on external producers. In May 2016, Evolve Media acquired the men's site Mandatory.com. In July 2016, CraveOnline was sunsetted, with its content integrated as subdomains within Mandatory.com. In August 2015, CraveOnline underwent a significant relaunch, overhauling its site design to prioritize large-scale imagery, streamlined navigation, and mobile-first functionality while broadening its editorial scope beyond core and gaming to encompass wider culture and subjects, with an increased focus on original video franchises and series. This evolution marked a strategic pivot toward more diverse, engaging content formats to attract and retain its target demographic. The company's operations under the CraveOnline name continued until March 2018, when it rebranded to Mandatory to align with an evolving content strategy.

Transition to Mandatory (2018–present)

In March 2018, Evolve Media rebranded its men's site CraveOnline to Mandatory, drawing the new name from a popular section of the original platform and adopting the tagline "Laugh. Learn. Do Some Good." to signal a broader appeal in , humor, and topics. This shift aimed to move beyond a strictly male-focused by diversifying content to include pop , celebrity news, and general features appealing to a wider demographic. Following the rebrand, Mandatory underwent significant restructuring, including layoffs of eight senior executives in its divisions in late May 2018, as part of efforts to adapt to evolving trends and reduce operational costs in a challenging industry environment. Since then, Mandatory has continued to emphasize diversification, producing content centered on , culture, and topics such as interviews, wellness trends, and viral pop culture moments, with no reported major ownership changes under Evolve Media. As of November 2025, the company remains an active website operated by Evolve Media, maintaining stable operations amid broader shifts in digital , including the rise of AI-driven content and streaming .

Business operations

Ownership and corporate structure

Mandatory is a property of Evolve Media Holdings, LLC, which acquired the company in 2016 as part of the broader portfolio established in 1999. The platform is managed by Evolve Media's publishing operations responsible for developing and managing enthusiast-focused online brands. As a privately held entity, Evolve Media Holdings emphasizes publishing and solutions, supported by institutional investors including Great Hill Partners and US Venture Partners. The ownership structure has remained stable through 2025, with no reported acquisitions, sales, or significant corporate restructuring affecting Mandatory's affiliation.

Content production and innovations

Mandatory's content primarily spans lifestyle, entertainment, gaming, sports, and film and television topics, initially centered on male audiences but diversifying to broader appeal through expanded coverage. In 2013, the company established an in-house production studio to develop original video and content, enhancing its ability to create engaging digital experiences. That same year, CraveOnline (Mandatory's predecessor) introduced innovative advertising formats, including a 3D cube unit for mobile devices featuring six customizable faces to boost user interaction, launched in partnership with . The company also emphasized video integration in content delivery to increase audience engagement and retention. Following the 2019 rebrand, Mandatory expanded into inspirational topics, including wellness and advice. As of 2025, Mandatory prioritizes digital-first strategies tailored to audiences, producing articles, videos, and interactive elements distributed across social and mobile platforms to reach over 30 million unique monthly visitors.

Media properties

Primary website

Mandatory.com serves as the flagship website for Mandatory, functioning as the primary English-language platform delivering and entertainment content to a global audience. Launched following the 2018 rebranding from CraveOnline, the site emphasizes humorous, informative, and socially conscious material under the "Laugh. Learn. Do Some Good," broadening its appeal beyond its original male-focused demographic to a more diversified user base. The platform features a variety of user-facing elements, including in-depth articles, embedded videos, and high-quality images to enhance engagement. Key sections cover diverse topics such as , gaming, , and film/TV, with representative content including celebrity news analyses, gaming reviews, highlights, and previews that blend with practical insights. Multimedia integration, such as video embeds and photo galleries, supports an interactive experience tailored for mobile and desktop users, prioritizing quick-loading formats to maintain reader retention. As the central hub within Evolve Media, LLC's portfolio in 2025, Mandatory.com aggregates and distributes core lifestyle content, serving as the main entry point for the company's enthusiast destinations while briefly linking to associated niche sites for specialized interests. This role underscores its position as a versatile aggregator, fostering through comment sections and social tools that encourage user interaction across topics.

Associated websites

Mandatory, as part of Evolve Media, LLC, maintains a portfolio of niche websites that specialize in , gaming, and content, complementing its core men's lifestyle focus. In the film and television category, the company operates ComingSoon.net, which delivers movie news, trailers, and release information for upcoming films. SuperHeroHype.com provides dedicated coverage of media, including adaptations, exclusive interviews, and fan events. The gaming category includes GameRevolution, which offers breaking gaming news, previews, and guides, drawing on its long-standing expertise since 1996. PlayStation LifeStyle caters specifically to PlayStation users with platform-exclusive content, tips, and community features. For sports, HockeysFuture.com covers hockey prospects, drafts, and scouting reports, particularly in the NHL context. Sherdog provides comprehensive MMA news, fight results, rankings, and fighter profiles since 1997. WrestleZone delivers wrestling news, rumors, match recaps, and interviews across promotions like WWE. These associated websites integrate into Mandatory's ecosystem by supplying specialized content that cross-promotes to the main platform, enhancing user engagement and ad revenue under Evolve Media's unified publishing strategy.

References

  1. https://www.mandatory.com/evolve-media-announces-craveonline-renamed-mandatory-popular-section-digital-media-site
  2. https://www.thetilt.com/content/evolve-media-craveonline-renamed-mandatory
  3. https://www.mandatory.com/news/1684281-hazbin-hotel-season-2-3-rosie-alastor-soul-deal-explain
  4. https://www.evolvemediallc.com/
  5. https://www.evolvemediallc.com/timeline.php
  6. https://digiday.com/media/brutal-media-environment-evolve-media-cuts-staff/
  7. https://www.odwyerpr.com/story/public/10407/2018-03-28/news-pr-firms.html
  8. https://www.mandatory.com/
  9. https://www.crunchbase.com/organization/craveonline
  10. https://digiday.com/media/craveonline-plays-video-offers-broader-male-lifestyle-content/
  11. https://mediaincanada.com/2013/03/11/craveonline-introduces-3d-mobile-cube-unit/
  12. https://www.socaltech.com/story/34028-CraveOnline_Sets_Up_Its_Own_Production_Studio.html
  13. https://www.mediaweek.com.au/craveonline-unveils-site-re-launch/
  14. https://www.mediapost.com/publications/article/256279/craveonline-overhauls-site-adds-new-verticals.html
  15. https://www.mandatory.com/news/1684443-taylor-swift-meghan-markle-brand-lifestyle
  16. https://www.evolvemediaholdings.com/
  17. https://tracxn.com/d/companies/evolve-media/__7mAa0werkNNKm1WRy0nVoJb-4iGDEXZZHHAtq-temLs
  18. https://www.mandatory.com/culture/1685053-paramount-plus-price-increase-date
  19. https://www.mandatory.com/about
  20. https://www.socaltech.com/craveonline_sets_up_its_own_production_studio/s-0049530.html
  21. https://www.evolvemediallc.com/evolve-brands.php
  22. https://tracxn.com/d/companies/hockeysfuture/___vK5Tb4jyuvcv-n9_9BSbyoyShQhJSTjlQUsA84_NxY
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