Tinder Developing Original Series for Its App

  • Wednesday, October 09 2019 @ 02:40 pm
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Tinder's New Series is called Swipe Night
Tinder's New Series is called Swipe Night

Tinder will be releasing an original six-episode video series over its app, according to an exclusive report in Variety Magazine.

The new series will be a “choose your own adventure” story available to users when they log into the app. It’s interactive content, so users are able to swipe left and right to continue to different versions of the story. The basic premise involves the apocalypse, and asks the question: “Who would you spend your last night alive with?”

Users who choose the same storylines might also get matched over the app, according to the report. An insider said Tinder intends to create an algorithm based on how users make decisions – like noting those who have a particular view of how some characters should spend the evening of the apocalypse – and will lead them to other viewers with similar outlooks.

The series was shot in Mexico City by Karena Evans, who has directed a number of music videos for rapper Drake as well as the Starz drama P-Valley. It reportedly cost in the neighborhood of $5 million.

Producers of the series are considering a later run on traditional streaming or broadcast platforms, but for now, it will only be available on Tinder. There’s no indication of how a choose-your-own-adventure might work in this case, whether the producers will streamline it to one consistent story or offer it in its original choose-your-own-adventure format, like the “Bandersnatch” episode of Black Mirror.

The series is a total of two hours, and the content was shot to be viewed vertically over a phone, similar to short, vertical content being developed for Jeffrey Katzenberg’s new video platform Quibi, which is set to launch in 2020.

Tinder has been looking to appeal to younger audiences for a while - offering new features like matching people going to the same music events and festivals, as website The Verge pointed out. The app also offers a podcast where daters can hear stories about the intricacies and pitfalls of dating, so Tinder has already been involved with content creation.

Gamifying apps has become increasingly popular to keep people engaged, since our attention is often drawn elsewhere. Offering interactive content like the video series Tinder is debuting is an opportunity to see where an integrative experience like these leads, and how people will respond. It is also an interesting development to create shortform, vertical content – which seems to be where the future of streaming is headed.

The series is reported to make its debut in early October. For more on this dating app you can read our Tinder review.