Bix is a 16-person company headed by Mike Speiser, who co-founded dot-com-era start-up Epinions.com, which first popularized the idea that polling user opinions could work as a tool to help individuals find personally relevant information.

Financial terms of the deal were not disclosed.

Contests on Bix range from rating creative undertakings like karaoke, dance, photography or writing to "Hot or Not" beauty contests, where participants judge others on looks.

"Anyone can come and create a competition, both individuals or corporations," Speiser said in a phone interview. "These are user-generated contests, not just user-generated content."