Category: Tinder

How Marketing & Gamification Derailed the Dating Industry

Posted on March 11, 2025
A smartphone screen displaying various dating app icons, including Tinder, Bumble, OkCupid

THE CURRENCY – The dating industry is at a crossroads. User growth has plateaued. Apps paired addictive features with culturally resonant marketing. Tinder is synonymous with modern dating. Bumble is the feminist alternative. The pandemic was a renaissance for dating apps. “Never were people more aware of their singleness than during Covid. There was this horrible effect, this extended period where people were acutely aware they were alone,” noted Mark Brooks, a veteran strategic advisor to the dating industry. “We’re now seeing a return to pre-pandemic growth patterns, but without the same user enthusiasm,” he added.

Swiping prioritizes quantity over quality, with endless matches but few meaningful connections. This gamified approach led to singles criticizing for failing to deliver genuine connection. Court cases have tarnished the industry, and allegations of fake profiles and data misuse deepened consumer mistrust, leading to disillusionment and “dating fatigue”. Thursday hosts casual mixers and quirky speed-dating sessions and announced the closure of its core app, citing “rapidly declining consumer interest in dating apps” and is “doubling down” on in-real-life dating. Mark Brooks’s take is: “Thursday is drawing people who are real-world-oriented, not so inclined towards online dating.”

A lack of innovation has left the door wide open for social media platforms to enter the arena. Blazr, for the cannabis-friendly community, is a prime example, with 130k users. FarmersOnly caters to rural daters. The platforms that succeed will be those that prioritize meaningful connections, position themselves as lifestyle brands, and rebuild consumer trust.

by Andrea Linehan
See full article at The Currency

Mark Brooks: This will be the hot topic at the upcoming Global Dating Insights conference in NYC on Wed 19th March, and at the LTR (Love, Technology, Relationships) online mini-conference on Wed 2nd April.

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Tinder Drops New Dating Guide for Women

Posted on March 7, 2025

TinderBUSINESS TODAY – Tinder launched 'Her New Dating Rulebook' for Women's Day, replacing old dating norms with new ones. Women today prefer reliability and respect over outdated gestures like men paying on first dates. A survey showed 38% of women want new experiences, and 51% value keeping promises over traditional chivalry. Tinder also reinforced safety features to promote respectful interactions.

See full article at Business Today

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A Debate: Is It Time to Break up With Dating Apps?

Posted on February 17, 2025

OPW – In a debate moderated by journalist Nayeema Raza, matchmaker Maria Avgitidis (CEO of Agape Match) and Melissa Hobley (Global CMO of Tinder) discussed whether dating apps are more of a hindrance than a help.

Maria argued that dating apps have gamified romance, leading to exhaustion, indecision, and a paradox of choice. She claimed users are more focused on superficial traits, like height, and are getting dopamine hits rather than real relationships. She pointed to Gen Z’s declining interest in dating apps as proof that people are looking for more authentic ways to connect.

Melissa countered that dating apps remain the most effective way to meet a partner, citing research showing that half of relationships and 70-80% of LGBTQ+ relationships start online. She acknowledged that dating is hard but emphasized that apps like Tinder provide accessibility, control, and opportunities that wouldn’t exist otherwise. Melissa highlighted Tinder’s role in promoting social change, such as advocating for LGBTQ+ rights.

Both agreed dating apps aren’t disappearing but need to improve. Maria urged users to be more intentional, arguing that past generations built lasting connections without endless swiping. Melissa defended apps as essential, especially for marginalized groups, citing Tinder’s role in LGBTQ+ rights and a rise in interracial relationships.

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Tinder Report: 88% of Young Adults in Asia Pacific Meet Partners on Dating Apps

Posted on February 14, 2025

Tinder Modern Day Dating In Asia Pacific reportTINDER PRESS ROOM – Tinder's Modern Day Dating in Asia Pacific Report surveyed 7K young adults (18-25) across seven countries, revealing key dating trends:

  • 88% have started at least some of their relationships on dating apps, and 21% say all their relationships began online.
  • Online dating (48%) is now the most common way to meet a partner, ahead of shared hobbies (37%), workplaces (31%), and schools (30%).
  • 67% are open to using AI for dating, including choosing profile photos and writing bios.

See full article at Tinder Press Room

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Dating Apps Losing Users as Young People Find Love in Online Communities

Posted on February 14, 2025

Dating apps picBBC – Young adults are moving away from dating apps and meeting partners through shared-interest platforms like video games, fitness apps, and online communities. Tinder lost 594K users, Bumble dropped by 368K, and Hinge declined by 131K in the UK, according to Ofcom's 2024 report. A 2023 US survey found 79% of Gen Z were using dating apps less frequently. Instead, platforms like Strava (135M users, 20% growth) and Letterboxd (50% growth) are becoming spaces where people naturally form connections. On Strava, 1 in 5 Gen Z users have gone on a date through fitness clubs.

by Fiona Macdonald
See full article at BBC

Tinder Launches Real-Life Bridget Jones’ Vlog Series for New Film Launch

Posted on February 14, 2025

LITTLE BLACK BOOK – Tinder is partnering with Bridget Jones: Mad About the Boy to launch a real-life Bridget Jones vlog series on TikTok, Instagram, and YouTube. The series follows a real woman as she joins Tinder and shares her dating experiences inspired by the movie. The first video, styled like Bridget Jones's Diary, is already live, with more updates coming soon. To celebrate, Tinder is giving 50 UK users a free six-month Tinder Gold subscription.

See full article at Little Black Book

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AI in Dating Apps: Innovation or the End of Authentic Connections?

Posted on February 10, 2025

AI in dating appsWIRED – AI is rapidly integrating into dating apps, with platforms like Grindr, Tinder, Hinge, and Iris Dating adding AI-driven features like match recommendations, chatbots, and profile optimization. While some users find AI tools helpful, others are skeptical, citing concerns about authenticity, privacy, and overreliance on algorithms. Despite AI's promise to improve matchmaking, many daters still feel like part of a numbers game, questioning whether AI can truly enhance human connections or if it's just another layer of digital interference.

by Reece Rogers
See full article at Wired

Tinder Updates Explore Page With New Dating Intentions Categories

Posted on February 7, 2025
Tinder's updated Explore page

TECH CRUNCH – Tinder has updated its Explore page with new categories like “Serious Dater,” “Short-Term Fun,” and “New Friends” to help users find matches based on dating intentions. The change aligns with the trend of “Loud Looking,” where singles are more upfront about what they want. The update, launched just before Valentine’s Day, aims to make matchmaking more transparent while competing with apps like Bumble BFF for social connections.

by Lauren Forristal
See full article at Tech Crunch

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Match Group Shares Drop as Spencer Rascoff Named CEO Amid Growth Concerns

Posted on February 6, 2025
Match Group

MARKETWATCH – Match Group shares dropped 7.5% after appointing Spencer Rascoff as CEO, replacing Bernard Kim, amid ongoing concerns about growth. Rascoff, a board member linked to activist investor Elliott Management, emphasized execution and accountability, even committing to a $2M stock purchase. Despite exceeding Q4 revenue expectations, Tinder’s revenue fell 3.4%, with declining paying users. Activist investors, including Starboard Value, have pressured Match to improve Tinder’s performance or consider going private.

by Denny Jacob
See full article at Marketwatch

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Match Group Announces Fourth Quarter and Full-Year Results

Posted on February 5, 2025
Logo of Match Group

PR NEWSWIRE – Match Group reported a total 2024 revenue of $3.5B in 2024, a 3% increase YOY, with a net income of $823M, down 10%. Adjusted operating income remained flat at $1.3B. The company saw a 5% decline in total payers to 14.9M, but revenue per payer (RPP) increased by 8% to $19.12. Tinder generated $1.9B in revenue in 2024, growing 1% YOY, while its net income declined 7% to $889M. Hinge experienced significant growth, with revenue reaching $550M, a 39% increase, while net income rose 64% to $121M and adjusted operating income jumped 55% to $166M. Hinge’s payers grew 23% to 1.5M, and RPP increased 13% to $29.94. Match Group’s other properties, including Evergreen & Emerging brands and Match Group Asia, saw mixed performance. Evergreen & Emerging brands reported $643M in revenue, a 7% decline. Match Group Asia posted $284M in revenue, down 6%, and an operating loss of $32M.

Q4 Results: Match Group reported Q4 2024 revenue of $860M, a 1% decline YOY. Tinder generated $476M, down 3%, while Hinge saw strong growth with $148M in revenue, up 27%.

See full article at Match Group website

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