Why Is Match’s Tinder Launching Interactive Streaming Videos?
Match Group's (NASDAQ: MTCH) Tinder recently launched Swipe Night, a new feature that adds five-minute interactive videos with branching narrative choices. The videos, which are shot in first-person, resemble the "choose your own adventure" videos Netflix (NASDAQ: NFLX) recently experimented with.
Users will be given seven seconds to make each choice (via swipes) in an "apocalyptic adventure," and their choices will be highlighted in their dating profiles. Match will launch new episodes every Sunday night in October, and claims that it "can't think of a better way to break the ice than over emojis and the apocalypse."
Swipe Night is an interesting addition to Tinder, but it's also an odd step into a crowded market that's already filled with platforms like Snap's (NYSE: SNAP) Snap Originals and Facebook's (NASDAQ: FB) IGTV. So is this a one-time gimmick, or is it part of a more cohesive plan for Tinder to lock in users?
Source Fool.com
