Eventually, the swipe mechanism faced a backlash. “Ten years ago, people were enthusiastic and would talk quite openly about what apps they were on,” says Ms Hodgson. “Now the Tinder model is dead with many young people – they don’t want to swipe any more.”
According to Mr Brunning, the gameifying interface of many dating apps is a turn-off. “Intimacy is made simple for you, it’s made fun in the short term, but the more you play, the more you feel kind of icky.”
The pandemic may have had an impact, too, says Prof Brian Heaphy at the University of Manchester, who has studied dating-app use in and after the lockdowns: “During Covid, dating apps themselves became more like social media – because people couldn’t meet up, they were looking for different things.”
Although that didn’t last after the pandemic, it “gave people a sense that it could be different from just swiping and getting no responses – all the negatives of dating-app culture,” says Prof Heaphy.
And in that context, the fact that video games or online communities like Strava or Letterboxd aren’t designed for dating can be appealing. By attracting users for a broader range of reasons, there’s less pressure on each interaction.
“Those apps aren’t offering a commercialised form of romance, so they can seem more authentic,” says Prof Heaphy.
