Marketing

Match Group announced that it had exceeded Wall Street revenue expectations for Q2 despite concern over drops in paying subscribers and a la carte services in April, as coronavirus began to spread through the U.S. The company also saw its stock tick up in value immediately following this news.

Match Group reported second quarter earnings that grew 15% year over year, and an 18% increase in subscribers year over year. Their earnings report also shows an increase in subscribers and downloads over pre-pandemic levels, and according to Business Insider, paid subscriptions are also back to the same level as before. 

Just a quick note, it looks like Mate1 Social Enterprises Inc. sometime in June has rebranded their flagship dating service Mate1, and renamed it to "eDate". There also looks to be a few design changes and feature updates as well.

All Mate1 members are now eDate members and all Mate1 links redirect to the eDate dating website.

eDate claims 46.5 million members which is up about 16 million members from 6 years ago (when it was Mate1). Mate1 launched back in 2003 and became popular fairly soon afterwards. Unfortunately though in the last 10 years with the rise of dating apps things have not turned in Mate1's favor. This is part of the reason I suspect was for the name change.

As always when a dating service closes (or has a name change) we have left our old Mate1 review up for those who wish to read it. In the future we may plan to do a review of eDate but for now we will hold off and see how it does.

Dating app eHarmony announced it has seen an 85% increase in registrations on its UK platform since the coronavirus lockdowns began earlier this year. The increase accounted for new registrations from January – June of this year, compared with the same time period last year.

April and May were especially active, up 50 percent and 48 percent respectively compared to 2019. Interestingly, at the beginning of lockdown in March, there was an 11 percent drop in registration which quickly bounced back. 

As lockdowns have eased in the past couple of months, new registrations for eHarmony have continued to increase. In June, the company saw a 77% year-on-year increase. 

New app Joystick Dating, catering specifically to single gamers, launched in June. But ongoing reports of rampant misogyny in gamer culture might impact the number of women interested in signing up.

Niche dating apps aren’t new, but appealing to gamers looking for love shows promise because of the number of people around the world who not only play video games but are avid fans of online gaming and esports. According to the latest stats from The Gamer, there are over 164 million adult gamers in the U.S. alone, which means about 64% of Americans play video games. That’s a huge potential market, considering more than half of U.S. adults are single.

Tinder, while not a niche dating app, has sponsored esports events and organizations, seeing the opportunity to appeal to gamers that Joystick’s creator David Minn sees.

Dating app Bumble announced a new in-app crowdsource campaign to nominate LGBTQ+ organizations that support BIPOC (Black, Indigenous, People of Color) who experience police violence and racial injustice, a nod to the Black Lives Matter movement. Bumble plans to donate $5,000 each to these selected organizations.

Bumble explained the campaign on its website: “…we can’t support Pride without acknowledging the intersection of the LGBTQ+ movement with the Black Lives Matter movement. Many queer Black activists have been on the frontlines of these fights for fundamental human rights for decades, and the Stonewall Riots—which are widely credited with starting the gay liberation movement—were an uprising in reaction to police brutality against LGBTQ+ people. It was the same kind of unacceptable police brutality and abuse of power that we’re still seeing today, only now more focused on Black, Indigenous, and people of color (BIPOC).”

Dating app OkCupid has rolled out a new Black Lives Matter badge for users to add to their profiles. The app has also added a list of questions about racial injustice and inequality for users to start meaningful conversations.

Users can add the badge by answering yes to the question: “Do you want to support the #BlackLivesMatter movement by adding a badge to your profile?” according to the OkCupid Blog. It is currently available in more than a dozen countries. 

OkCupid is also offering new questions as conversation prompts, starting with: “Is it okay to silently support racial equality?” Users can choose from multiple choice options which include “Yes, it’s your choice” and “No, it’s important to make your voice heard.” Users can also choose how important the question is to them for choosing a match.