Hinge now belongs to the most dominant force in online dating.
Match Group announced that it acquired a controlling stake in the service. The deal gives Match Group the opportunity to purchase the rest of Hinge’s shares over time. As of now, it owns a 51 percent stake in Hinge but that’ll undoubtedly change given the terms laid out.
If you’re unfamiliar, Hinge is often referred to as the ‘anti-Tinder’ because it recommends potential matches without any swiping. The service connects users based on mutual Facebook friends and features full profiles. Hinge also asks users to answer questions about themselves in order to find commonality.
In 2017, Hinge was already finding itself targeted by Match Group. Its first investment was made in September. Match Group took an interest in Hinge after being denied by Bumble. The two have since been locked into a lawsuit over patent infringement.
Bumble sued Match Group in return, claiming the juggernaut’s lawsuit was done to bring down a potential sale price.
The latest acquisition doesn’t come as a surprise. Match Group already owns more than forty-five brands that foster connections. Match, Plenty Of Fish, Tinder, and OkCupid are among the most popular.
Facebook is getting into the dating game, and that could be what pushed Match Group to up its stake in Hinge. During the F8 last month, Mark Zuckerberg openly talked about how dating apps are used for hookups more than anything else. On Facebook, he hopes “meaningful relationships” will be born.
As mentioned before, Match Group doesn’t have any real competition yet. The only large-scale service it has yet to acquire is Grindr, but the company’s other brands serve gay and bisexual men adequately. Match Group is better off investing in services that push new ideas for dating.
If all this talk has you thinking about diving back into the dating pool, check out our list of the best dating apps. We can’t guarantee you’ll find a perfect match, but you should be able to engage in some entertaining conversation at the very least.