Match Group Aims to Diversify Their Apps by Embracing Both Hookups and Relationships

Match Group
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Match Group is looking to differentiate their suite of dating apps acquired over the past few years, including star Tinder and relationship-focused app Hinge.

On a call with investors, Match Group CEO Mandy Ginsberg shared that the company is looking at better defining their brands, according to website Tech Crunch. This means that Match Group has decided to embrace the hook-up reputation of Tinder to attract younger users from 18-25, who aren’t necessarily looking for a long-term relationship.

Match Group will launch a new branding effort called “single lifestyle” with billboard campaigns and digital initiatives. It’s begun publishing content on the “Swipe Life” website with stories about travel and dating. Recent articles have included “7 Exit Strategies for Terrible Dates,” and “Study Abroad Hookup Confessions.”

“Tinder sometimes gets a bad rap for being casual,” Ginsberg said on the call, according to Tech Crunch. “But keep in mind that people in the late teens and early 20s are not looking to settle down. It is a time to explore and discover yourself, meeting lots of people and being social.”

It’s not clear whether this move will affect Match Group’s focus on Tinder Gold, Tinder’s premium paid service which offers more in-depth features like superlikes and the ability to match with someone you previously rejected. Tinder Gold is the source of half of Match Group’s total annual revenue.

On the other end of the dating app spectrum is Hinge, and Match Group has invested in developing the app so that it offers a better experience for those who are more serious daters. They plan to invest more going forward to differentiate the app as an alternative to daters burnt out by Tinder, or older daters who are looking to settle down.

Match Group said Hinge downloads have increased five times since its initial investment in the app. The long-term plan is to make Hinge the anti-Tinder, because users moving from one app to the other doesn’t mean any revenue loss for Match Group.

“We think it addresses a great gap in the market,” Ginsberg said on the call. “If you think about when Tinder came into the market six years ago, it brought a whole new audience of young users, particularly college-age users. As they start to age…having a product that’s oriented to serious [dating] – but sort of mid-to-late 20s – is really compelling for us,” she added.

It's still too early to tell the impact Facebook will have on the dating market, or how much market share Bumble will capture with its more female-friendly slant. But Match Group aims to compete by offering its subscribers more choice.