RankOne Media rebranded its CDFreaks.com as MyCE and expanded its focus from optical-storage devices, making it a community-driven network covering consumer electronics and gadgets, TechCrunch reported, adding that MyCE launched in beta Wednesday.

CDFreaks.com launched in 2007, and RankOne said it totaled some 3.5 million unique monthly visitors.

MyCE allows users to create profiles including products they wish they owned, and they can discuss news, features and pricing, as well as contributing reviews, according to TechCrunch. The site also supports OpenID, allowing users to sign up with IDs from Windows Live ID, Google, Yahoo! and Facebook.

RankOne told TechCrunch content on MyCE is almost completely user-generated, adding that it currently features a database of about 100,000 products and more than 450,000 registered members.