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Match Group Obtains Anti-Tinder Dating Application Hinge

A huge online dating firm, Match Group, obtained Hinge this week in an agreement that offers the firm a 51% share in the application. Hinge originally promoted itself as a more greeting version of Tinder in which consumers can only see possible matches who have a mutual friend on Facebook. The firm then refurbished its application to remove all swiping functions and instead allowed consumers create full profile pages. Hinge consumers can answer 3 questions related to them, upload various photos, and connect their accounts to Instagram making the experience on Hinge more similar to full-grown online dating website.

In an interview, CEO of Match Group, Mandy Ginsberg, claimed, “Hinge is highly pertinent specifically amongst educated & urban millennial females seeking for relationships.” Obtaining the firm fundamentally turns Match into a dating application giant that possess 45 brands, comprising OkCupid, Tinder, Plenty of Fish, and Match. The only distinguished dating application not controlled by Match is Bumble, which was produced by Whitney Wolfe Herd (co-founder of Tinder). (Match Group lately sued Bumble over supposed trademark and patent violations.)

Bumble particularly aims for females, as the application’s whole experience is developed around making females feel stronger online. If Hinge actually does have a sturdy women base of consumers, it will make sense that Match will wish to more directly vie with Bumble for its consumers. In the meantime, Facebook declared previously this year that it is operating on its own dating function that can vie Match’s consumer base size.

On a related note, almost 2 Million fans have travelled to see biggest stars of football on the grandest platform. And they are keen to meet local females for dates when there are no games on. One of major service providers in Russia, MTS, has recorded more than 1,000% increase in the employment of Tinder (the dating app) with Saransk, St Petersburg, and Moscow as the major places.