Match Group Testing Avatar-Based “Metaverse” for Its Dating Apps

Match Group is taking the dating app experience to the next level by testing a new “metaverse” where users can create avatars that interact with each other over the app.

According to Tech Crunch, news of these plans came during the company’s third quarter earnings call, where despite performing below expectations, executives were upbeat and looking toward the long-term future of its dating apps by harnessing this technology.

Match Group CEO Shar Dubey noted in the call that Hyperconnect, a social discovery platform the company purchased earlier this year, was testing the avatar-based dating experience dubbed “Single Town,” where users interact in real time as they meet in virtual spaces (like a bar) and have live audio conversations. If two users express interest in each other (via their avatars), they can choose to continue their conversations through messaging. Eventually, the company plans to leverage the technology across their dating apps.

“It is metaverse experiences coming to life in a way that is transformative to how people meet and get to know each other on a dating or social discovery platform, and is much more akin to how people interact in the real world,” Dubey said on the call.

“This next phase of dating apps, in particular, is going to be all about richer, more organic and more akin to real-life ways of discovering, meeting and getting to know people. Technology is finally getting there,” she added.

It’s no secret that Match Group has its eye on Gen Z users, particularly when it comes to its star dating app Tinder. Younger daters have been looking for more interesting ways to interact on dating apps and have gravitated towards interactive and entertainment-based content, such as Tinder’s Swipe Night series, which will launch its second season this month. Tinder also launched its new Explore section, where people can take part in virtual speed dating, search others by interest, and strike up virtual chats. Match Group feels that these experiences point to the future of dating apps.

Tech Crunch noted that Match Group could model its dating apps after popular games like Fortnite or Roblox, where users can purchase accessories for their avatars or buy gifts for other users using in-app currency like Tinder Coins. The company indicated on the earnings call that they are looking at adding new features to be purchased with Tinder Coins.

Match Group CFO and COO Gary Swidler said on the call: “[Hyperconnect] can contribute extremely significantly to the long-term growth of the overall Match Group. There’s many ways that we can do that. We think that we can leverage video, audio, AI capabilities that they’ve got, things in moderation, and safety. There’s a number of things that we’re working very hard at leveraging.”