Match Group invests $100M in Sniffies, a dating app for gay men

Match Group, the dating app that owns Match, Tinder, OkCupid, and Hinge, has reportedly invested $100 million in yet another mobile service designed to bring people together: a Grindr competition called Sniffies.

The website for Sniffies game different pictures of men in their underwear. That tells you everything you need to know about the app, which calls itself a “surfing” – or hookup – matching service for gay men. The app includes what it calls “real-time, interactive maps of Cruisers near popular cruise destinations.”

“From the first time I met the Sniffies team over a year ago, it was clear that they have a deep understanding of their users and a strong sense of how the community interacts,” said Spencer Rascoff, CEO of Match Group. press release Monday.

Sniffies, based in Seattle, has about 3 million monthly users, according to Match. The company will continue to be independent, with Match Group supporting the “vision and growth” of the team.

Match Group he has fought in recent years as Americans are struggling dating app tired and I’ve been expressing a desire to meet people the old-fashioned way – like running into each other in a bookstore or asking a cute person for their phone number. In February, Match Group beat its Q4 estimates but said it again decrease in user growth on top apps like Tinder.