Happn, a popular dating app in Europe is taking the game of love a little more seriously by adding a new feature called CrushTime -- a new gamified dating app feature that serves as fun way to find potential matches.
Playing CrushTime is simple; using the phone's GPS tracker, users are shown the profiles of four potential matches who they have crossed paths with in real life. One of those four people have already "liked" them and its the player's job to correctly guess who. The game may lead to a brief but exciting internal struggle as the user debates choosing the person who they hope liked them, versus the person who probably did.
This app aims to alter online dating as it stands a firmly "anti-swipe" position. The CEO believes the inclusion of this gamified feature helps users move past a person's profile, creating deeper connections.
Gamified Matchmaking Services
CrushTime is a Simple Game That's Helping People Find Matches
Trend Themes
1. Gamified Dating Apps - There is a disruptive innovation opportunity to incorporate gamification elements into traditional dating apps to make the experience more interactive and engaging.
2. Location-based Matchmaking - There is a disruptive innovation opportunity to leverage GPS technology to connect users with potential matches who they have crossed paths with in real life.
3. Anti-swipe Approach - There is a disruptive innovation opportunity to create dating apps that prioritize deeper connections over superficial judgments, breaking away from the traditional swipe-based model.
Industry Implications
1. Dating Apps - The dating app industry can explore gamification and location-based matchmaking features to enhance user engagement and improve the matchmaking experience.
2. Mobile Gaming - The mobile gaming industry can potentially collaborate with dating apps to develop and integrate gamified features that attract a wider user base and increase user retention.
3. Social Networking - The social networking industry can explore incorporating anti-swipe approaches into their platforms to promote more meaningful connections and interactions among users.