Dating has always been a difficult game to play, so it’s no surprise that dating apps have exploded in popularity. After all, between 10% and 50% of couples in the U.S. have met on dating apps. Match group brands have dominated the digital dating game for years…
But this past Valentine’s Day, they’ve been accused of getting users addicted to their platforms in the hopes of finding “the one.”
Match Group Brands Accused Of Turning Users Into Gamblers
This class action lawsuit, filed by 6 plaintiffs, alleges that Match Group and its various brands, most notably Match and Hinge…
Have been designed to keep users stuck on the app.
Plaintiffs argue that the apps have been designed to gamify interactions and…
“Transform[s] users into gamblers locked in a search for psychological rewards that Match makes elusive on purpose.”
Hinge and Tinder, two of the most popular dating apps on the market, offer both a free version and subscription-only features. The subscription-based model offers…
Unlimited swipes for users…
And access to the most eligible bachelors and bachelorettes.
Beyond the actual features of the app, push notifications and the endless pool of potential dates keep the user’s attention on the app at all times. The lawsuit argues that this attention theft is by design.
Plaintiffs argue that how match group brands are currently organized keeps users stuck in a perpetual “pay-to-play” loop. Lawyers involved in the case wrote:
“HARNESSING POWERFUL TECHNOLOGIES AND HIDDEN ALGORITHMS, MATCH INTENTIONALLY DESIGNS THE PLATFORMS WITH ADDICTIVE, GAME-LIKE DESIGN FEATURES, WHICH LOCK USERS INTO A PERPETUALLY PAY-TO-PLAY LOOP THAT PRIORITIZES CORPORATE PROFITS OVER ITS MARKETING PROMISES AND CUSTOMERS’ RELATIONSHIP GOALS,”
But a spokesperson for Match Group shares that the company is hardly broken up about the news. In reality, they have called this suit “ridiculous.”
Will This Lawsuit Spell A Happy Ending For The Plaintiffs Or The Apps?
Ultimately, the lawsuit will determine if Match Group brands have violated consumer protection laws…
And if they will have to disclose their practices to users on the apps.
However, Match Group believes that this suit has no standing at all. Their spokesperson claimed in a statement,
“OUR BUSINESS MODEL IS NOT BASED ON ADVERTISING OR ENGAGEMENT METRICS. WE ACTIVELY STRIVE TO GET PEOPLE ON DATES EVERY DAY AND OFF OUR APPS. ANYONE WHO STATES ANYTHING ELSE DOESN’T UNDERSTAND THE PURPOSE AND MISSION OF OUR ENTIRE INDUSTRY.”
According to the company, they are truly in the business of helping people find their happily ever after…
But does helping people make it as a couple actually help their bottom line?
Most dating apps make 98% of their revenue from their subscription services. So if you’re in the business of getting people off your app… how are you planning on keeping the lights on?
The plaintiffs in the lawsuit pose this exact question. They suggest that the companies are sitting in the middle of a paradox. A quote from the lawsuit reads,
“PLATFORM USERS ARE IN SEARCH OF OFF-APP RELATIONSHIPS, WHILE MATCH IS IN THE BUSINESS OF RETAINING SUBSCRIBERS. FUNDAMENTALLY AT ODDS, MATCH MARKETS THE PLATFORMS AND THEIR ATTENDANT SUBSCRIPTION OFFERINGS MISLEADINGLY,”
It may seem to match group brands that this lawsuit has nothing grounding it in reality…
Yet, the suit cites a quote from Tinder’s co-founder Jonathan Badeen…
Where he mentions that the app’s design was inspired by an experiment by behavioral psychologist B.F Skinner.
The experiment in question focused on turning the test subjects, pigeons in this instance, into gambling addicts. Yikes.
Heartbreak for Match Group Brands?
As much as Match Group and its brands would like to deny it…
This lawsuit could potentially disrupt their entire operation.
Regardless of whichever way the pendulum swings, one thing is for certain…
Match Group is going to have to do the dirty work to win back the group they dote on most…
Its audience of lovelorn singles.
Be Great,
GCTV Staff
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