Dive Brief:
- Tinder is expanding its in-app Events feature to nine additional cities following a successful pilot in Los Angeles, according to an announcement shared with Marketing Dive.
- Events connects users with local in-person events organized by independent parties. Since the launch of the feature in March, over 60 events drew engagement from 66% of all eligible and active users in the Los Angeles market.
- The global rollout of Events will be backed by a multichannel marketing campaign and is part of a larger push by the Match Group platform to engage with consumers in real life. The feature, which focuses on group activities rather than one-on-one dates, also reflects the cultural shift away from traditional dating to shared experiences.
Dive Insight:
Events, which is built on partnerships with event discovery and ticketing platforms, taps into the desire for real-life connection among Gen Z consumers. During the pilot, 71% of users between the ages of 18 to 24 engaged with events, compared to 63% of users 25 and older, signalling the feature is resonating with the target group. Events that proved to be the most popular centered around an activity, such as pottery.
The rollout is supported by a campaign spanning creator partnerships, social media, out-of-home, local activations and more. OOH placements include Bedford Ave Station in New York City and other activations in expansion markets.
The new feature comes as Tinder attempts to turn around a lengthy streak of monthly active user declines. The platform saw a MAU decline of 7% year-over-year in March, the slowest rate of declines in 31 months, Match Group CEO Spencer Rascoff told investors on a recent earnings call
“Going to an event with friends or meeting around a shared interest makes dating feel less intimidating and more fun, and when people already have something in common, making a real connection becomes more natural. That's exactly the kind of experience that keeps Tinder at the center of how people meet," Tinder Chief Product OfficerMark Kantor said in a press statement.
Events is now available in Los Angeles, New York, Dallas, Denver, Kansas City, Kansas, Phoenix, Berlin, Munich, Zurich and Geneva. There are plans to expand to 26 cities by the end of September, per press materials. Users are able to browse events in a dedicated tab, mark their interest, purchase tickets and receive a special profile badge after checking in at the event. Users will be able to match with others who shared the experience in an effort to continue the connection online. Photo verification, a feature meant to improve Tinder’s safety, is required for full access.
Events is just one way Tinder is looking to tap into culture. In March, the platform announced a range of new updates at its first product keynote Tinder Sparks 2026: Start Something New. These include a Music Mode and Astrology Mode, features that are meant to connect users over shared tastes, artificial intelligence-powered safety features and speed dating.
The Match Group had a Q1 revenue of $864 million, a 4% YoY increase, according to an earnings report.
