Storybook romance: Tinder launching an ‘Apocalyptic’ choose-your-own-adventure series that matches people based on their decisions
- The series is called ‘Swipe Night’ and will unveil its first episode in October
- People will match based on moral and practical choices in the series
- Videos will be five minutes and users will have seven seconds to make a choice
- Tinder says it hopes the series will appeal to its younger, Gen Z, audience
Swiping is no longer the only way to find matches on Tinder.
In a choose-your-own-adventure style series set to be rolled out next month, users will be able to match with other dating hopefuls by clicking their way through an interactive narrative.
‘Swipe Night,’ as Tinder is calling it, will air on October 6 and is designed to match users based on the choices they make during a short ”first-person apocalyptic adventure.’
All of the episodes will be ‘live’, so-to-speak, with each being available for viewing only between the hours of 6 pm and midnight during a respective users’ local time.
A new series from Tinder will let users match with others by making choices in a choose-you-own-adventure style series that is set to air next month
The series will consist of short five-minute videos during which users are periodically given seven seconds to choose what happens next.
Once the ‘adventure’ is completed, users will be matched together depending on which ‘moral’ and ‘practical’ choices they made.
Once matched, users will also be able to see a list of each other’s decisions that the company hopes will act as a kind of conversation-starter.
‘Seven years ago, Tinder revolutionized the way we meet with the invention of its Swipe feature,’ said CEO Elie Seidman in a statement.
‘Now, with Swipe Night, we’re proud to be pushing the envelope again, by letting people connect in ways they can’t anywhere else.’
According to the company, Swipe Night will be directed by 23-year-old Karena Evans, who has worked on several music videos for the rapper, Drake, and will feature actors from movies like Inherent Vice and Chinatown Horror Story.
Tinder is explicit about its desire to gear Swipe Night around Gen Z audiences (those ages 18 to 25-year-old) and hopes that the format will superior experience over simply swiping through the app’s characteristic card-style cue.
Tinder has been experimenting with different formats of match-making that include ‘Festival Mode’ and ‘Spring Break’
‘More than half of Tinder members are Gen Z, and we want to meet the needs of our ever-evolving community,’ said Ravi Mehta, Tinder’s Chief Product Officer.
‘We know Gen Z speaks in content, so we intentionally built an experience that is native to how they interact. Dating is all about connection and conversation, and Swipe Night felt like a way to take that to the next level.’
This isn’t the first attempt to diversify the company’s range of services.
In May, the dating app launched ‘Festival Mode,’ which lets users connect with others who are attending the same festivals in the U.S., U.K. and Australia, including Electric Daisy Carnival, Bonnaroo, All Points East and Parklife.
Festival Mode operates similarly to Spring Break Mode, launched earlier this year, by letting users attach a unique badge to their profile that indicates which music festival they’re heading to.
HOW DID ONLINE DATING BECOME SO POPULAR?
The first ever incarnation of a dating app can be traced back to 1995 when Match.com was first launched.
The website allowed single people to upload a profile, a picture and chat to people online.
The app was intended to allow people looking for long-term relationships to meet.
eHarmony was developed in 2000 and two years later Ashley Madison, a site dedicated to infidelity and cheating, was first launched.
A plethora of other dating sites with a unique target demographic were set up in the next 10-15 years including: OKCupid (2004), Plenty of Fish (2006), Grindr (2009) and Happn (2013).
In 2012, Tinder was launched and was the first ‘swipe’ based dating platform.
After its initial launch it’s usage snowballed and by March 2014 there were one billion matches a day, worldwide.
In 2014, co-founder of Tinder, Whitney Wolfe Herd launched Bumble, a dating app that empowered women by only allowing females to send the first message.
The popularity of mobile dating apps such as Tinder, Badoo and more recently Bumble is attributable to a growing amount of younger users with a busy schedule.
In the 1990s, there was a stigma attached to online dating as it was considered a last-ditch and desperate attempt to find love.
This belief has dissipated and now around one third of marriages are between couples who met online.
A survey from 2014 found that 84 per cent of dating app users were using online dating services to look for a romantic relationship.
Twenty-four per cent stated that that they used online dating apps explicitly for sexual encounters.