Tinder Launches New A-la Carte Option, Super Boost, Subscriber Only – TechCrunch



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Tinder announced this morning a second, more premium version of its most popular pay-per-view purchase, Boost, with the launch of Super Boost, an upgrade for premium Tinder Plus and Tinder Gold subscribers only. The idea behind the new product is to extract additional revenue from users who have already demonstrated their willingness to pay for the dating app, while offering others an additional incentive to upgrade to a paid subscription to Tinder.

Similar to Boost, which for 30 minutes places you above the pile of profiles presented during potential matches, Super Boost also allows you to cut the line.

Tinder says the option will be displayed to select Tinder Plus and Tinder Gold subscribers during peak hours and only at night. Once purchased and activated, Super Boost promises to be seen by 100 times more potential matches. In comparison, Boost increases only 10 times the profile views.

In addition, like Boost, Super Boost may not have a fixed price. Tinder prices its products dynamically, taking into account various factors such as age, location, duration of the subscription and other factors. (Tinder's decision to increase rates for older users has led to a class-based age discrimination case, which the company has finally resolved, limiting its age-related pricing only in California.)

The company has not yet decided on a price or price range for Super Boost, but is currently testing various options in selected markets where functionality is currently available. Super Boost is currently not available in all Tinder markets, nor among all premium subscribers, as the company considers that it is a test for the moment.

Adding, if successful, could have a significant impact on Tinder's bottom line.

Tinder's pay-per-view purchases do the same with Tinder's growing number of subscribers – the company even reported record levels in the fourth quarter of 2018, also revealing that pay-as-you-go services accounted for about 30 percent of revenue. direct. Boost and Super Like are the most popular, and Tinder has long hinted that he wanted to expand his menu of features to the map as it grew.

In the first quarter of 2019, Tinder had an average of 4.7 million subscribers compared to 384,000 in the previous quarter and 1.3 million in twelve months. Its most recent results also outperformed expectations, thanks to the continued growth of Tinder, which brought net profit of parent company Match Group to its entire range of dating applications to $ 123 million. dollars a year ago.

That said, the decision to monetize a user base against an embedded algorithm bias may constitute a risky long-term bet for Tinder and other dating apps that are already in the making. many cultural critics with articles lamenting their existence, overwhelming documentaries. , Their connection to everything from racial discrimination to eating disorders, to studies that demonstrate their unjust nature – like the most recent one from Mozilla.

In the short term, the manufacturers of dating applications that rely on this model report profits because of the absence of other options. But there is still room for a new competitor who could upset the status quo. If Facebook had not waited for his name to be dragged into the mud because of his numerous privacy scandals, his Facebook Dating product could have been that disruptive. For now, however, Tinder and its rivals are safe – and its users will likely continue to pay for any feature offering them the opportunity to improve their chances.

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