Match Group, the dating app that owns Match, Tinder, OkCupid and Hinge, says it’s investing $100 million in another mobile service designed to bring people together: a Grindr competitor known as Sniffies.
The website Various images of men in Sniffies sports underwear. This tells you everything you need to know about the app, which is a self-proclaimed “cruise” or hookup service for gay men. The app includes what it calls “a real-time, fully interactive map of nearby cruisers and popular local cruising spots.”
“From my first meeting with the Sniffies team over a year ago, it was clear that they deeply understand their users and have a strong vision of how the community really comes together,” said Spencer Rascoff, CEO of Match Group. press release on monday.
Seattle-based Sniffies has about 3 million monthly active users, Match says. The company will continue to operate independently, with Match Group helping the team “see and grow”.
Match group fought as Americans have suffered in recent years dating app exhaustion and consistently expressed a desire to meet lovers the old-fashioned way—like bumping into each other at a bookstore or asking an attractive person for their phone number. In February, Match Group beat fourth-quarter estimates, but reported declining user growth In advanced apps like Tinder.
