The strategy centers on an "Events" tab within the app, which directs users to local gatherings like pottery classes, raves, and bowling nights. Match Group CEO Spencer Rascoff noted that internal research shows nearly half of singles aged 18 to 29 crave real-world experiences, yet struggle to bridge the gap from screen to reality. The beta test in Los Angeles saw 71% of active users aged 18 to 24 engage with the feature, providing a rare bright spot for the platform.
Tinder bets on offline events to win back Gen Z
With Tinder’s user base shrinking for three years and Match Group stock sliding 10% following a disappointing second-quarter report, the company is pivoting toward the physical world. By September, Tinder will expand its curated in-person events to 26 cities, aiming to lure younger users weary of digital swiping.
Scaling this model relies on partnerships with existing event providers rather than direct operations, keeping costs low while gathering data on user preferences. While monthly active users fell by 7% this quarter, the company hopes these social, low-pressure environments will reshape Tinder’s reputation. Roughly three in five non-users claim the integration of real-world events would make them more likely to try the app, signaling a potential path forward as the company targets a presence in 75 cities by the end of 2026.
Comments (0)
No comments yet. Be the first!