Tinder and Netflix India Partner for Dating Reality Show

Dating app Tinder is expanding its original content, partnering with Netflix India to produce a new reality dating series.

According to Variety, the show IRL: In Real Love, will take place in India and is produced by Monozygotic. It caters to the country’s growing younger population who are single and have become avid users of dating apps. 

There will be an in-app casting call – so instead of aspiring actors there will be real Tinder singles to star in the series. Promotional swipe cards will appear as users sift through potential matches, allowing them to swipe right to be directed to a registration page to try and become a cast member.

The producers note that in order to be cast, you have to be single and have an “interesting and attractive” profile. They are looking to create an authentic viewing experience that reflects the current dating landscape, including how it has changed over the past year and what expectations daters have today.

Match Group has poured significant resources into marketing its dating apps in the country, and this series is another way of attracting new attention to a highly competitive market.

“Tinder is thrilled to partner with Netflix to offer this generation’s hopeful romantics a chance to go after a flame that can’t be put out,” said Taru Kapoor, general manager, Tinder and Match Group, India. “Right from the casting process to its distinctive dating format, this show brings to the table, an opportunity to experience new connections, some heartbreaks, unmatched chemistry and a whole lot of fun. With Tinder’s diverse community of young singletons actively looking for real sparks, this show will provide them with exactly that and more. It’s a perfect match.”

Tinder found success with its first original content series Swipe Night, featuring a group of friends who attend a party and find out the world will be ending in three hours. The interactive series takes viewers on a ride to figure out how they want to spend that time, allowing them to choose what they would do in different scenarios, which in turn lead to different endings. As users go along in the story, their profiles became populated with their choices, so matches can see how they would act in certain situations and strike up conversations based on that.

Swipe Night was incredibly popular among young daters, specifically Gen Z, and Tinder aims to attract more of these singles with a reality dating series that features their peers on Tinder.

Tinder users in India can start applying to be cast in the series in July. There was no date listed for when production will begin.