Match Group and the Betches Media brand are partnering to launch an iOS dating application that allows users to help their friends choose their potential dates. The app is called Ship, and allows users to drag on their friends and chat for profiles, so even if your best friend is in touch, he or she can download the app and look around. (Your mother can also.)
The ship can stand out by creating a different behavior than we are used to most dating applications. More importantly, it comes from the popular, women-oriented content engine Betches, which produces a website, Instagram profile and podcast, among other things. He has huge tracking on different platforms.
The app that launches today allows a user to create a group of people they are allowed to push for. They all gather in a group conversation in the app, where they can discuss accounts, share GIF, and speak in more general terms.
Another company called Wingman offers a similar concept. In a broader sense, people have expressed their opinion that they want to glide with friends, so apps like Tinder (another match group organization) responded with things like the Apple TV version for more public appearances.
the technical expertise for the ship while they provide branding, marketing and a bigger idea. They would not say whether they were paid in a matching inventory or another revenue sharing model. It is clear, however, that the Game is deeply involved: one part of the ship's website mistakenly calls the application with another name for the Hinge group application, so they use language from other applications and probably rely on tested dating technology.
What distinguishes this game from anything else is that Betches already has an embedded, purposeful audience. The company has more than 6 million followers of Instagram and says that 3 million unique visitors visit the site monthly. The match probably uses this embedded group to see if they can serve as a pool of data from the start. So far there is no revenue model for Ship, although this will probably change if it is assumed that it attracts enough people to be successful.
Of course, it's relatively easy to build and put a dating app in the App Store in 2019, but actually luring users is a challenge. The encouraging news about Ship is that many people use multiple dating apps – there is not just one app that will win over everyone else – and given that Betches's audience loves Betches, maybe that will happen.