Tinder is expanding its in-app Events feature to nine additional cities after a successful pilot in Los Angeles.
Events connects users with local in-person events organised by independent parties.
Since the March launch, in the Los Angeles market:
| Measure | Result |
|---|---|
| Events held | 60+ |
| Engagement among eligible, active users | 66% |
| Engagement among 18-to-24s | 71% |
| Engagement among 25+ | 63% |
It is resonating with the target group. The most popular events centred on an activity, such as pottery.
The feature focuses on group activities rather than one-on-one dates, reflecting a cultural shift away from traditional dating toward shared experiences.
Events is built on partnerships with event discovery and ticketing platforms, tapping the desire for real-life connection among Gen Z consumers.
The rollout is backed by a multichannel campaign:
The feature arrives as Tinder attempts to turn around a lengthy streak of monthly active user declines.
March MAU fell 7% year over year — though that was the slowest rate of decline in 31 months, Match Group CEO Spencer Rascoff told investors on a recent earnings call.
Apps go offline for retention. When in-screen value hits a ceiling, offline experience becomes the alternative. A 66% engagement rate is hard to produce with an in-app feature.
It redefined the product category. Moving from "dating app" to "meeting experiences" changes both the competitive set and the success metrics.
Activity-led events won. That pottery-style gatherings performed best suggests the activity absorbs the social burden of forming a connection.
Since March, over 60 events in Los Angeles drew engagement from 66% of eligible active users — 71% among 18-to-24s and 63% among those 25 and older.
Activity-centred events such as pottery. The feature focuses on group activities rather than one-on-one dates.
March MAU declined 7% year over year, which Match Group's CEO noted was the slowest rate of decline in 31 months.
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