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Match Group, the dating app behemoth that owns Match, Tinder, OkCupid, and Hinge, says that it has invested $100 million in yet another mobile service designed to bring people together: a Grindr competitor known as Sniffies.<\/p>\n
The website for Sniffies sports various images of men in their underwear. That tells you pretty much all you need to know about the app, which is a self-proclaimed \u201ccruising\u201d\u2014 or hookup \u2014 matching service for gay men. The app includes what it calls a \u201creal-time, fully interactive map of nearby Cruisers and popular local cruising spots.\u201d<\/p>\n
\u201cFrom the first time I met the Sniffies team a year ago, it was clear they had a deep understanding of their users and a strong point of view on how its community actually connects,\u201d said Spencer Rascoff, chief executive officer of Match Group, in a press release Monday.<\/p>\n
Sniffies, based in Seattle, has an estimated 3 million monthly active users, Match says. The company will continue to operate independently, with Match Group assisting the team\u2019s \u201cvision and growth,\u201d it said.<\/p>\n
Match Group has struggled in recent years as Americans have suffered from dating app burnout and have continually expressed a desire to meet lovers the old-fashioned way \u2014 like bumping into each other at a bookstore or asking an attractive person for their phone number. In February, Match Group beat its Q4 estimates but reported declining user growth at flagship apps like Tinder.<\/p>\n<\/div>\n