Live from the Miss Playboy Mobile press conference

Doug Aamoth and Peter Ha here in Hugh Hefner’s private loft on the 34th floor of the Palms Hotel in Las Vegas. Nine girls will be competing for the title of “Miss Mobile Playboy” as a kickoff to Playboy’s second generation of mobile content.

First up is the iPhone version of Playboy.com called iPlayboy. It’s already up and running — just go to Playboy.com on your iPhone.

There will also be some upcoming social networking features for Playboy mobile and various content partnerships that’ll be announced in the near future.

The winner will be announced at midnight tonight and gets a crown, $5000, the title of “Miss Playboy Mobile,” and a trip to the Playboy Mansion for a photo shoot.

Your finalists are…

Kristen Wilson – Orlando, FL

Micaela Bartolome – Oakland, CA

Alexandra Fowler – Duluth, MN

Amber Lane – Boca Raton, FL

Heather Leigh Cleary – Fort Lauderdale, FL

Felicia Taylor – Philadelphia, PA

Amber James – Seattle, WA

Tanya Lind – Los Angeles, CA

Rachael Schultz – Longmont, CO

And the winner is…

Amber James of Seattle. Congratulations Amber!

Photos by Peter Ha