A few extra ponds online dating
Last fall, Tinder beat out Candy Crush to become the Apple Store’s top-grossing app after unleashing its Tinder Gold service.
And app makers claim it’s worth it: In June, Coffee Meets Bagel co-founder Dawoon Kang told Vice that men who pay the per month for the upgraded version have “a 43 percent higher number of connections (mutual likes) than non-payers” and that conversation lengths increase by 12 percent.
It may seem redundant, particularly when there are already dating apps where you can see who’s liked you that don’t cost a thing (Hinge, for instance).
But people are still paying for premium — lots of them.
They’re free to use, but the psychology of gaming suggests that the more you use them, the more tempting it is to advance to the next level.
When it comes to online dating, however, the reasons people choose to upgrade to the payment models are far more varied than with a typical gaming app.
I had friends reviewing my photos and got the thumbs-up on quality.
“I hooked up with two guys separately that were younger than my age range, so I would not have seen them if I had not paid for the app and saw that they liked me first,” she says.
The ego boost worked, however: “Seeing who has liked you is kind of wild; it’s completely overwhelming but it was very, interesting.” For 23-year-old writer Dylan, the draw of Grindr Xtra was expanding the radius of potential matches.
In New York City, where he’s based, the free version of the location-based app only showed him profiles within a couple of blocks.
The practice has a long history: Ok Cupid rolled out its A-List feature as early as 2009, before Tinder and Bumble even existed.
And what the freemium pricing model did for online games is becoming the strategy used by dating apps today.
Hannah, a 31-year-old teacher in Chicago, bought Bumble Boost after four years of being single and realizing she wanted to get serious about marriage and family.