Match Group invests $100 million in Sniffies platform

Tinder parent Match Group invested $100 million in Sniffies, a dating platform for non-heterosexual men, in April this year, Reuters reported. The deal gave Match a significant minority stake, as well as the right to buy the remaining stake in the future.

Match has been trying to recover from a recent downturn. It is updating its core features to reduce negative experiences as younger users become more selective about dating apps.

According to the company, Sniffies has about 3 million monthly active users worldwide. Match has used this strategy before. The company first invested in Hinge in 2017 and fully acquired the company in late 2018.

Competition between dating apps is intensifying, and many companies are counting on artificial intelligence-based features to adapt to user preferences. LGBTQ+ dating app Grindr last year halted talks on a $3.46 billion takeover bid by its two largest shareholders due to uncertainty over funding.

Sniffies is a dating app for men interested in discreet sex-positive casual encounters with other men. Some of the most popular kinks among members on the platform include edging, cum play, and BDSM. Following Match Group’s investment, Sniffies users have expressed concerns about the “heterogeneity” of the gay dating app.

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