Guinness World Records Buys Up Bragster

Guinness World Records is making a bid to keep itself relevant to today’s youth by buying, a user-generated content site for sharing various video stunts. The deal, terms of which were not disclosed, should help Guinness to make its web presence more social and interactive as it rolls out new video-centric features.

On Bragster, users can make “dares” that others complete by providing video evidence of completion. Users can also submit videos of their own stunts and brag about them with the community. The intent is to roll out similar capabilities on the Guinness World Records site at, enabling record seekers to record and upload their own attempts to be shared with the community. For now, though, Guinness will continue to operate Bragster as a separate entity while it works to integrate social and video sharing features into its web site.

Bragster was founded in 2006 and had raised $3.5 million in a Series A funding round from Intel Capital (s INTC), the chipmaker’s venture arm, in 2008.

Related GigaOM Pro content: Is Facebook Video Chat the Future of Social Media? (subscription required)