Match Group Pours $100 Million Into Sniffies, a Hookup App for Gay Men

Match Group, the company behind dating giants like Tinder, Hinge, and OkCupid, just made a bold bet on a very different kind of connection. The firm announced Monday that it has invested $100 million in Sniffies, a Seattle-based app that describes itself as a “cruising” service for gay men. Think Grindr, but with a real-time map showing nearby users and popular local spots for hookups. The website’s imagery—men in underwear—leaves little doubt about the app’s purpose.

Match Group CEO Spencer Rascoff said in a statement that when he met the Sniffies team a year ago, it was clear they understood their users and had a strong vision for how their community actually connects. Sniffies currently boasts around 3 million monthly active users. The company will continue to operate independently, with Match Group supporting its growth.

The investment comes at a tricky time for Match Group. While the company beat earnings estimates in February, flagship apps like Tinder are seeing slowing user growth. Many Americans are growing tired of endless swiping and say they want to meet people in real life—at a bookstore, a coffee shop, or by simply asking for a phone number. Match Group seems to be hedging its bets, placing a $100 million wager that for a certain audience, the old ways still work—just with a map and a smartphone.