Tinder's unexpected venture: That's why the dating app starts with TV

At the end of 2018, the interactive TV series episode Bandersnatch premiered on Netflix. With the remote control you control the course of events yourself - something that Carla Engelbrecht, director of product innovation at Netflix, described as "an iceberg of opportunities".

Now, a little unexpected player has gone on that iceberg - the dating app Tinder.

The "Swipe night" series is already recorded in Mexico City by 23-year-old music video director Karena Evans. It is produced specifically for phones and is described as "an apocalyptic adventure". The app's characteristic right and left swipes are retained - in this case, to make a number of decisions for the character during the course of the series.

The company's main area - dating - is not forgotten. Depending on how you choose, you will be matched with others who have made similar choices in the series.

Tinder itself is clear that they primarily target the series to the 18-25 year market segment - a notoriously volatile user group. And just the outspoken target group can provide a clue as to the background of the unsolicited TV venture.

According to reports, Tinder's user engagement has gone down in the main US market.

Despite a slight increase in the number of daily users, the app's overall engagement in the US has fallen on a number of points since 2018, and an increase in dissatisfied comments on both the App Store and Google Play suggests that many users have sunk.

Because even though Facebook has started but dating, experts at the Wall Street Journal do not think it poses any greater threat to The Match group, which owns Tinder. Instead, the Techcrunch site believes that the series project is about finding something new and fun for the younger and more disloyal users - and hopes that the engagement figures will rise before the next quarterly report.

"Swipe night" will have its premiere October 6 in the United States. It is still unclear when it will be shown in Sweden.