Swiping is out in 2022, and matchmaking is very much in.
Dushyant Saraph, Match’s chief product and revenue officer, says, "Whether the metaverse is successful or not ... there are a lot of great learnings happening there that we can even start implementing today and building out — especially when it comes to experiences that I think will be powerful in dating."Dallas-based Match Group made its largest acquisition in history a little more than a year ago when it purchased South Korean social networking startup Hyperconnect for $1.7 billion.
For me, in terms of where is the metaverse going? It’s very counter to how dating works. Dating is a very human need. It’s a very human connection.Is it all going to be in the metaverse and everyone’s just going to be meeting in these virtual spaces? I don’t think we’re going to get there. I think we’re going to see some sort of a hybrid.
And we’ll see if we even get all the way there because there’s a lot of technologies where you see the adoption very high with the gaming community, but it never really transcends that into a broader adoption. There’s this feeling right now [among dating app users] that you’re kind of thrown into a slot machine, and you’re just churning … sending ‘likes,’ getting matches and doing it over and over again. That’s going to have burnout over time. Folks are going to become frustrated; we’re starting to see a little bit of that.
And in terms of Match’s acquisition of Hyperconnect, which has been touted as the company’s gateway into the Metaverse, are we talking about virtual reality experiences when we talk about experiences? Gaming does give us an idea of the types of monetization mechanics that do work in those types of environments. If you’ve followed the evolution of dating, there’s often things that we do pick up from gaming apps.
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