Tinder is making a strategic pivot toward real-world connections as younger users increasingly abandon traditional dating app experiences. The company announced plans to expand its in-person events feature to 26 cities globally by the end of September, a significant expansion from its initial launch in Los Angeles this past March.
The move comes as parent company Match Group faces declining revenue and user engagement challenges. Tinder’s monthly active users dropped 7% in the second quarter, though executives expressed optimism about reversing this trend. Company leadership acknowledged shifting preferences among Generation Z, with internal research indicating that nearly half of single users aged 18 to 29 prefer meeting through in-person activities rather than purely digital interactions.
The Events feature, which debuted in March, directs users to local gatherings at venues including bowling alleys, speakeasies, and art studios. The Los Angeles rollout achieved notable traction, with 71% of the app’s 18-to-24-year-old users engaging with the events section. Tinder plans to scale this offering to 75 cities by year’s end, utilizing partnerships with existing event organizers rather than hosting events directly.
Beyond attracting current users, Match executives believe the events feature could persuade non-users to reconsider the platform. According to company data, approximately 60% of people who don’t currently use Tinder said events would make them more likely to try the app.
Originally reported by Techcrunch →
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