Tinder has never really shaken its reputation among consumers as a “hook up” app, instead of one designed for more serious dating. Now, it seems Tinder is planning to embrace its status as the default app for younger users who aren’t ready to settle down. According to Match Group CEO Mandy Ginsberg, speaking to investors on its Q3 earnings call this morning, Tinder is preparing to launch its first-ever brand marketing campaign that will promote the “single lifestyle” with billboard campaigns and other digital initiatives.
The move is something of an admission that Tinder isn’t working for helping people find long-term relationships.
“Tinder was such a phenomenon when it launched and spread so quickly that the market defined the brand, versus the business defining the brand,” said Ginsberg, referring to its “hook up app” reputation.
“Tinder’s brand particularly resonated with 18 to 25 year-olds because it provides a fun and easy way to meet people. Tinder sometimes gets a bad rap for being casual,” she then admitted. “But keep in mind that people in the late teens and early 20s are not looking to settle down. It is a time to explore and discover yourself, meeting lots of people and being social.”
Tinder’s new marketing campaign will focus on the “single journey,” the exec said.
The dating app maker has already started publishing content that’s relevant to this “single lifestyle” on its Swipe Life website with stories relating to dating styles, travel, food, and more. For example, some of its recent articles have included things like: “7 Exit Strategies for Terrible Dates,” “Tinder Diaries: Which of these 5 Guys Will Get the Date?,” and “Study Abroad Hookup Confessions.”
Definitely not material for the relationship-minded.
Now, the company will promote Tinder’s “single lifestyle” even further with billboards across major cities throughout the U.S., as well as on digital channels.
The campaign’s goal, explained Ginsberg, is about “further reinforcing how Tinder can enable users to make the most of this fun and adventurous time in their life.”
It’s not difficult to read between the lines here: Tinder’s business model succeeds among people who want to stay single. It succeeds when they’re retained in the app, continually swiping on to the next person they want to meet.
To be fair, Tinder has never really invested in many features that push people to go on dates or exit its app. Instead, it has added addictive features like an in-app news feed – like a social network would have – and tools that enhance in-app chats, like sharing GIFs.
If Tinder was Match’s only dating app, this narrow definition of an app for those embracing their “single lifestyle” would be a problem.
But Match’s strategy has been to diversify its lineup of dating apps. Now it’s a majority owner of dating app Hinge, whose focus has been on helping people get into relationships. In other words, when people are fed up with the ephemeral nature of Tinder, they can just switch apps – while remaining a Match customer, of course!
The company also says it will invest more in Hinge going forward – a move that’s not unrelated to the decisions Match is making around Tinder.
In fact, in another admission that Tinder wasn’t serving those in search of relationships, Ginsberg said Hinge will help the company to address the “previously underserved” audience of 20-somethings looking for a serious relationship.
She speaks of how Hinge’s user interface is clean and simple, and encourages people to be more thoughtful in their initial conversations. It’s a stark contrast to Tinder, which certainly does not.
Hinge downloads have increased five times since Match invested, the company also noted. It’s gaining traction in major cities throughout the U.S, including New York, as well as in international markets, like London.
The plan is to make Hinge the anti-Tinder, then pull in users as they exit Tinder in search of something real. The company said it’s going to increase the marketing spend on Hinge to drive awareness of the app across the U.S.
“We see a real opportunity to invest meaningful dollars in both products and marketing at Hinge to drive long-term growth,” said Ginsberg.
“We think it addresses a great gap in the market,” she continued. “If you think about when Tinder came into the market six years ago, it brought a whole new audience of young users, particularly college-age users. As they start to age…having a product that’s oriented to serious [dating] – but sort of mid-to-late 20s – is really compelling for us,” she added.
Tinder has evolved over the years from casual dating to include those who are more serious. But with Match’s decision to focus on those not looking for lasting relationships, it risks losing some users going forward. The challenge for the company is to pick them up in another dating app it owns, and not lose them to Bumble…or to an exit from dating apps altogether.
Paris-based VC firm Partech unveils Chapter54 accelerator to help European startups cross into Africa – TechCrunch
Partech Shaker, the innovation division of the Paris-based VC firm Partech, has launched an accelerator program christened Chapter54 to help European startups launch in African markets.
The accelerator will take in 10 technology startups annually over the next four years for the Chapter54 program, which will last up to eight months. Application for the inaugural cohort will open next month, and successful startups will begin the acceleration journey in April.
Chapter54 will be funded to a tune of $5.7 million (EUR 5 million) by the KfW Development Bank on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ).
“Investors from all sectors are welcome – but they must have business experience, be registered in a European country and active in two European countries, and have a solid financial foundation and regular income,” said KfW.
Vincent Previ, the managing director of Chapter54 told TechCrunch that startups will be taken through several preparation stages including mentorship programs with founders running successful enterprises across the continent, and with c-suite tech or startup executives.
“We have a very good knowledge of the European tech ecosystem because we are one of the most prominent investors in European tech. We are now a major investor in African tech, and we have the capacity to run innovative projects through Partech Shaker… From KfW’s view, we were a good player to run this acceleration program,” said Previ.
Chapter54 will match mentors with startups based on their business models, conduct webinars with different speakers and review startups’ operation roadmaps “to check if what they have designed is consistent with the reality on the ground.”
Previ said that during these sessions, they will “check that the participating companies have the right level of knowledge of what it means to run a tech business in Africa, and have what it takes to hire tech people.”
“We are going to have a session where we will compare the gig economies in Europe and Africa, and another where we will help them do a B2C market sizing in Africa (which is not similar to Europe).”
“If you want to enter Africa, you have to do it properly, and as per legal requirements. You have to tweak the way you work. We are going to help them to reinvent the way they operate their businesses (to enter African markets).”
Chapter54 is targeting startups in growth stage with some sizable traction in the countries they operate in across Europe.
Partech has 15 investments in nine different countries across Africa including Wave; a U.S. and Senegal-based mobile money service provider, Tugende, a Ugandan mobility-tech company, and Trade Depot, a Nigeria and U.S.- based company that connects consumer goods brands to retailers.
Africa’s growing young and tech-savvy population, deepening internet penetration, developing digital infrastructure, and fast uptake of modern technologies by its people has made the continent the next growth frontier. KfW said it is supporting Chapter54 to promote growth and create jobs.
Ahead of a February event, Samsung teases Galaxy S/Note merger – TechCrunch
Last summer, Samsung announced that – for the first time in a decade – it wouldn’t be releasing a new Note. The future of the well-loved phablet was a big, open question, as the hardware giant acknowledged a shift in focus to foldables, a form factor it felt was finally ready for a truly mainstream push.
Further muddying the waters is the Galaxy S line – Samsung’s primary flagship, which has steadily been blurring the line separating itself from the Note. “Instead of unveiling a new Galaxy Note this time around,” the company’s president wrote at the time, “we will further broaden beloved Note features to more Samsung Galaxy devices.”
That’s meant a fairly steady increase in the S series’ screen sizes over the years, culminating with the addition of S-Pen functionality for the S21 Ultra last January. In August, the company also brought its proprietary stylus to the Galaxy Fold line leaving some wondering whether the Note was quietly being phased out.
Coming fresh off CES and staring down the face of MWC, we find ourselves entering Unpacked territory – the time of year when the company announces the latest additions to the S series. Roh is back with another somewhat vaguely worded post that celebrates the life of the Note’s life, pointing out how its 5.3-inch display caused a minor stir back in 2011. It seems quaint now, though it’s worth pointing out for those who weren’t at the IFA unveiling, that big screens meant much larger and thicker devices than they do now.
The post strongly suggests a proper merging of the two flagships to make more room for its foldables.
“With every fresh evolution of Samsung Galaxy devices, we have introduced features that redefine the entire mobile category,” the executive writes. “And we’re about to rewrite the rules of industry once again. At Unpacked in February 2022, we’ll introduce you to the most noteworthy S series [emphasis added by TC] device we’ve ever created. The next generation of Galaxy S is here, bringing together the greatest experiences of our Samsung Galaxy into one ultimate device.”
“Noteworthy” could mean a lot of things in this context. The most obvious seems to be an S22 Ultra becoming the S22 Note. Does that mean a proper stylus slot? Could we be seeing further S Pen integration across the lines? I’d say most likely not to that one, if only because the carefully worded post uses the singular “noteworthy device.” There are still some big questions in the lead up to the event – which may or may not be answered early, given the frequency of leaks surrounding these devices. Also on-tap for the line are improved night/low-light photos and a more sustainable design, which has become a priority for the company in recent years.
Samsung is once again betting that consumer excitement and brand loyalty will be enough to get users on-board, sight unseen as it gets set to open reservations for the new smartphone and an unnamed Galaxy tablet tomorrow.
a16z, Avenir and Google back South African mobile games publisher Carry1st in $20M round – TechCrunch
Carry1st, a South African publisher of social games and interactive content across Africa, has raised a $20 million Series A extension led by Andreessen Horowitz (a16z). This is a16z’s first investment in an Africa-headquartered company (the firm has previously invested in Branch and Zipline, companies with some of its operations in Africa but headquartered in the U.S).
Carry1st also received investments from Avenir and Google; it’s the latter’s second check from its Africa Investment Fund.
A couple of prominent individual investors, including Nas and the founders of Chipper Cash, Sky Mavis and Yield Guild Games, took part.
The round — which is an extension of the Series A Carry1st raised last May from Riot Games, Konvoy Ventures, Raine Ventures and TTV Capital — also saw the same investors double down on their investments in the company.
Andreessen Horowitz general partners David Haber and Jonathan Lai will join Carry1st’s board as observers.
Cordel Robbin-Coker, Lucy Hoffman and Tinotenda Mundangepfupfu founded Carry1st in 2018. The South Africa-based company, which currently has a team of 37 people across 18 countries, wants to use this additional capital to scale interactive content across Africa.
The company started as a game studio where it conceptualized, developed (from system designs to artwork and engineering), and launched mobile games. Over time, it switched to a hybrid model, adopting a publishing role and handling distribution, marketing and operations.
Carry1st co-founder and chief executive Robbin-Coker told TechCrunch that Carry1st has mainly focused on its publishing arm since it went hybrid.
The three-year-old company has signed publishing deals for seven games from six studios globally, including Tilting Point, publisher of Nickelodeon’s SpongeBob: Krusty Cook-Off, which Carry1st recently launched in Africa. Others include CrazyLabs and Sweden’s Raketspel, a studio with over 120 million downloads across its portfolio.
Carry1st said it provides a full-stack publishing solution, handling user acquisition, live operations, community management and monetization for its partners.
“We have a full-suite service that starts with distribution and partnerships. We help them create bespoke marketing materials from short-form advertising videos to statics, and we customize their content to resonate with individuals in different countries,” said Robbin-Coker.
“And then we operate the game and we also monetize. So we’ve built out our monetization engine to allow users to be able to pay for content that they want more easily across Africa.”
It also enhances monetization in the region through its embedded payments solutions, where customers can pay via a range of local payment options, including bank transfers, crypto and mobile money.
Shortly after closing its Series A round, Carry1st launched its online marketplace for virtual goods. On this marketplace, called Carry1st Shop, users of a Carry1st game can purchase virtual goods such as airtime, mobile data, entertainment vouchers, grocery store vouchers and gaming currency.
Games revenue has increased 90% month-on-month since the second half of last year, the company said. It’s not unexpected considering the astonishing growth of games in terms of quantity and revenue (gaming apps accounted for nearly 70% of all App Store revenue last year) on both Apple and Google stores since the pandemic.
The company’s online marketplace is noticing even faster growth, said Robbin-Coker, especially among users in South Africa and Nigeria.
Carry1st will use this funding to expand its content portfolio, grow its product and engineering teams, and obtain “tens of millions” of new users on the back of this revenue growth in its games and marketplace products.
In a statement, the company said it intends to acquire more users by expanding into game co-development with studios. It is also eyeing the possibility of developing infrastructure to support play-to-earn gaming in Africa, thus venturing into web3.
Cryptocurrency tokens such as SLP, AXS and MANA are used in play-to-earn games. They can be withdrawn to a crypto wallet and traded for another cryptocurrency like bitcoin or ultimately sold for fiat cash to be used in the real world. Carry1st wants to create on- and off-ramps (platforms that convert fiat into crypto and back) and accept crypto at point-of-sale in its marketplace.
“When we think about Carry1st, we want to be the leading consumer internet company in the region. And we think that the best kind of wedge would be able to do that is a combination of gaming and micropayments and online commerce,” the CEO said.
“These industries are being pretty significantly disrupted or augmented with web3 and crypto. And as more gaming content starts to integrate with NFTs and cryptocurrencies, we think there’s a really big opportunity to partner with those studios the same way we partner with free-to-play studios.”
Africa is the next major growth market for gaming globally. The rapid tech adoption from its 1.1 billion millennials and GenZs is a significant driver for this. Carry1st released a report last year with Newzoo showing that the number of games in sub-Saharan Africa will increase by 275% in the next decade. Gaming revenues are projected to see a 728% increase in the same period.
These stats present a much bigger addressable market than what Carry1st envisioned when it launched four years ago. And with the company’s converging at the intersection of gaming, fintech and web3, there is a broader set of opportunities (which we can see in other emerging markets) to go after in Africa. It’s one factor that piqued a16z’s interest in the company.
“We are delighted to be making our first investment in an Africa-headquartered company in Carry1st, a next-generation mobile games and fintech platform,” Haber said in a statement. “We see immense opportunity for the company to mirror outstanding successes we’ve seen in markets like India, China, and Southeast Asia. We couldn’t be more thrilled to partner with founders Cordel, Lucy, Tino, and the Carry1st team on their mission to build the Garena of Africa.”
Carry1st was seemingly intentional about the investors it brought into this round, especially as it looks to move deep in gaming, web3 and fintech across Africa.
As one of the largest crypto-centric funds, at over $3 billion, a16z brings unmatched expertise in gaming and web3. Google, via its products and phones, will help Carry1st deepen penetration and engagement in Africa. At the same time, Avenir continues to make a big push in African fintech following its big-sized check in Flutterwave.
As for the individual investors, Nas has been fairly prolific with his crypto investments, and Axie Infinity founders own the world’s biggest web3 gaming company.
“It’s a heavyweight group. We’re excited, and we think that their combination will be beneficial for us. Hopefully, it’s a sign that we’re on the right track and this helps drive strategic partnerships for us in the future,” said Robbin-Coker.
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