Match Group's Archer dating app thrives amid industry slump
Despite a general downturn in the online dating industry, Archer, a dating app catering to gay, bi, and queer men, has seen significant growth. Since its launch last year, the app has amassed over 685,000 downloads according to market intelligence firm Sensor Tower. However, it still trails behind established competitors like Grindr and Scruff, which have over 10 million and 17 million lifetime mobile app downloads, respectively.
A secure environment for users
Archer, owned by Match Group, is committed to creating a safe environment for its users. The app uses AI technology in its chat feature to automatically blur explicit content, and requires selfie verification to discourage anonymous/incomplete profiles. "We're hoping that by requiring every person to verify [their selfie], this will help contribute to a lower rate of bad behavior because there's really nothing to hide behind," said Michael Kaye, Director of Brand Marketing and Communications at Archer.
Archer's dual interface and social elements
Archer offers two distinct interfaces to cater to different user preferences: Dating Mode for those seeking relationships, and Hookup Mode for more casual encounters. Company data reveals that 66% of users are seeking dates and relationships, while 49% use Archer for both dating and hookups. The app also packs social elements, such as the ability to follow other users and add interest tags to profiles, enhancing the overall user experience.
Archer's upcoming features aim to foster community
In a bid to attract more users, Archer has plans to introduce new features in the coming months. With 74% of its user base interested in making friends, the company is focusing on features that promote community building. Kaye revealed plans for features, that would enable users to connect with others who share similar interests and participate in real-world activities, further enhancing the app's social aspect.
Match Group's investment in AI technology
Match Group is set to increase its investment in AI technology, with a projected expenditure of $20 million to $30 million in 2024. Earlier this year, the company formed a partnership with OpenAI. "We're going to continue to explore how we can integrate AI further into the app," Kaye stated, indicating a future direction for the dating app's development.
