MASHABLE – Archer, the gay dating app launched by Match Group in 2023, will shut down on June 17. The closure follows Match’s recent $100M investment in gay app Sniffies and signals a shift in focus within its LGBTQ+ portfolio. Archer positioned itself as a more relationship-oriented alternative to hookup apps and reached ~685K downloads in its first year, but struggled to gain meaningful scale in a market dominated by competitors such as Grindr.
BLOOMBERG – Seattle-based Sniffies (3m MAU) has a real-time map for gay hookups and is web-only due to app store content restrictions. The news caused Grindr shares to fall 2.5%. Match’s stock was little changed. Last Match purchased HER app. Match is winding down its existing Archer app, which it launched in 2023 to serve queer men. It will focus instead on supporting Sniffies.
SO.GAY – Archer has launched its boldest campaign yet by appointing singer David Archuleta as its “Chief Trophies Officer” in a playful Devil Wears Prada–inspired promo highlighting the app’s new Trophies feature, a system of 25+ unlockable badges earned through real activity on the app that makes a user’s interests, type, and dating style visible from the start.
See full article at So.Gay
MASHABLE – A new report from dating app Archer shows a shift in gay dating trends, with users nearly six times more likely to seek long-term relationships than hookups. The app, launched in 2023 by Match Group, offers features like "Looking For Modes" and conversation prompts to clarify user intent. With 685,000 downloads as of May 2024, Archer positions itself as an alternative to hookup-focused platforms, as more gay men report valuing emotional connection and communication over casual encounters.
GAYETY – Archer, a dating app for gay and queer men, has launched a redesign featuring "Looking For Modes," allowing users to specify their intent – Hookup, Date, or Friends – each time they open the app. The update responds to findings from Archer's user trends report The Naked Truth, which shows users are nearly 6× more likely to seek a husband than a hookup.
OPW – In 2024, we selected and summarized close to 700 of the top news items from the online dating industry. These 10 companies made the most headlines in 2024, driven by leadership changes, product launches, lawsuits, and bold strategic moves:
G2 – Michael Kaye, Director of Brand Marketing & Communications at OkCupid and ARCHER, shares insights into his journey, marketing strategies, and the role of storytelling, data, and inclusivity in building impactful brands. Here's a quick dive into his thoughts on career, innovation, and staying relevant in the ever-evolving dating app space.
Q: How did you become a leader in brand marketing and communications?
I transitioned from PR roles to marketing at Match Group, leading campaigns for OkCupid and launching ARCHER.
Q: What are OkCupid's best practices for success?
We focus on data storytelling, localized narratives, and creating emotional connections with users.
Q: How do you measure emotion in data?
We analyze optional questions users engage with most, reflecting their priorities and connections to key topics.
Q: How do ARCHER and OkCupid stand out?
ARCHER focuses on visibility and celebration with features like face-photo profiles, while OkCupid targets younger users with campaigns addressing their values.
Q: How does ARCHER support users on their journey?
Through the ARCHER Health Hub, offering resources on LGBTQ+ topics like coming out and diversity in dating.
Q: How does OkCupid stay relevant?
By engaging in brand partnerships and addressing issues that matter to Gen Z and millennials, like mental health and climate change.
Q: What trends do you see in consumer behavior?
Unexpected yet authentic collaborations capture attention while staying true to brand values.
Q: What can G2 learn from OkCupid?
Localization and personalization, tailoring experiences to specific markets and cultures. Q: What are your career goals? Achieving ARCHER's next milestone while exploring AI in marketing and expanding my expertise.
Q: How do you balance work and life?
By prioritizing key tasks and taking offline time for activities like cycling and reading.
Q: What role has mentorship played in your journey?
It's been vital, from lessons in hard work by my grandparents to professional guidance from mentors like Melissa Hobley.
SO.GAY – Archer, a dating app for gay and queer men, has surpassed one million downloads within a year. Designed to foster authentic connections, it emphasizes face-first profiles and encourages users to build friendships, communities, and romantic connections without anonymity. The platform's community-driven features support users looking for both casual and meaningful interactions in an open, visible way.
ADWEEK – New dating apps are emerging to address dissatisfaction with legacy platforms like Tinder and Bumble, particularly among Gen Z and Millennials. These apps aim to offer alternatives to combat "dating app fatigue" and improve the user experience. Dating app After promotes thoughtful connections and discourages ghosting. Better in Person emphasizes real-life meetups and accountability for toxic behavior. Feeld supports polyamory and other non-traditional relationships. Archer, targeting queer men, blends dating with community building, incorporating safety features like selfie verification.
by Brittaney Kiefer
See full article at AdWeek
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FAST COMPANY – Sniffies, Archer, and Motto are emerging competitors to Grindr by focusing on specific aspects of the LGBTQ+ dating scene. Sniffies emphasizes anonymous hookups through a map-based interface, catering to users exploring their sexuality. Archer, from Match Group, targets users looking for more genuine connections by requiring photo verification and focusing on dating rather than casual encounters. Motto, created by Grindr's founder, removes anonymity completely by requiring headshots. Despite these challenges, Grindr remains dominant, expanding its features and focusing on user needs.
by Henry Chandonnet
See full article at Fast Company
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