Tinder

Tinder has added another buzzy feature to attract younger singles to its platform. “Festival Mode” is a badge that users can add to their profiles when they plan to attend a specific music festival, so that they can connect with other attendees.

When people are swiping quickly through the app, the badge will be easier to spot, according to Tech Crunch. The idea is that festival-goers increase their chances of matching with someone who will be there along with them, and hopefully make more in-person connections. The badges will be available beginning three weeks before each event.

The butcher, the baker, the candlestick maker - who would fare best on a dating app? A recent study conducted by The Inner Circle analyzed the occupations of 5,000 popular users based in Los Angeles, New York, London, Amsterdam, Paris, Sydney, and Toronto to discover which jobs are most likely to attract potential mates. The findings suggest men and women don’t always seek the same qualities in a match, and that including certain job titles in your profile could significantly boost your desirability.

Women in finance and medicine scored major points across continents. In London, New York and Toronto, female members working in the financial sector received the most right swipes. Women in the medical profession came out on top in Amsterdam in Los Angeles. Ladies in Paris and Sydney proved to be outliers. France’s notoriously stylish capital preferred women working in the fashion industry, while Sydney singles favored women in marketing roles. Other popular industries for women included entertainment, travel, hospitality, law and consulting.

Match Group announced some changes in key leadership and company structure in light of its new focus on the Asian market.

As U.S. and European markets make up the bulk of revenue for Match Group, the company sees great untapped potential in Asian markets, where young single populations are booming. According to Tech Crunch, there are more than 400 million singles in Southeast Asia and two-thirds have not tried a dating app.

Match Group is focusing on Japan, Taiwan, India, South Korea and Southeast Asia with three new general managers hired to oversee expansion in these areas. One manager is Junya Ishibashi, who will become general manager of Match Group for Japan and Taiwan. Taru Kapoor will be general manager of Match Group India, and Lyla Seo is now GM of Match Group for South Korea and Southeast Asia.

Hinge has taken a bold new step in differentiating itself in a crowded dating app market. Its new branding campaign was just unveiled with the slogan “designed to be deleted,” assuring users of its intention: to help them find serious relationships and get off the app for good.

According to The Verge, Hinge has also debuted a new redesign to put this message front and center for users. The new profile creation process utilizes animation and prompts for users to add information about themselves, adding the tag at the end of each suggestion: “so you can delete us.”

Image: Sensor Tower

After more than two years in the top spot, Netflix is no longer the world’s highest-grossing non-gaming mobile app. That title now goes to Tinder, which grossed $260.7 million from the Google Play Store and the Apple App Store in the first quarter of this year.

App store intelligence firm Sensor Tower recently released its rankings of the highest grossing apps in the United States and worldwide for Q1 2019. Overall, global app revenue reached $19.5 billion last quarter, up nearly 17 percent year-over-year. Consumer spending on Apple’s App Store totaled approximately $12.4 billion globally, while Google Play revenue grew 20.2 percent year-over-year to approximately $7.1 billion. The world is increasingly moving to mobile, and for companies that are prepared to capitalize on the change, the potential for profit is huge.

Tinder made headlines in 2016 when a Fast Company article revealed the dating app’s most closely guarded secret: every user received an internal rating that ranked the most (and least) desirable people on the platform. Then-CEO Sean Rad confirmed the existence of the algorithm, called an “Elo score” in reference to a ranking system used by chess players, but declined to go into detail.

“It’s very complicated,” he said. “It took us two and a half months just to build the algorithm because a lot of factors go into it.”

The story spread rapidly and left many users with a bad taste in their mouths. Dating app users are already subjected to judgement after judgement at each other’s hands - does anyone want to feel judged by the app itself, too? Why should Tinder get to decide who is desirable and who isn’t, or who is and is not out of someone’s league?