Match Group, the owner of Tinder, has announced an exit from the Russian market by June 30. This plan is outlined in the company’s annual report, which states a commitment to human rights and to restricting access to its services in Russia as part of a phased withdrawal by mid-2023.
Tinder operates online through smartphone apps. Beyond Tinder, Match Group also runs a portfolio that includes Match.com, Meetic, OkCupid, Hinge, PlentyOfFish, Ship, and OurTime.
Vitaly Milonov, deputy chair of Russia’s State Duma Committee on Family, Women and Children, proposed establishing a Russian Tinder-style service. He described a need for a dating search platform that would be a Russian alternative while ensuring robust verification to protect users from inappropriate services. He suggested that such verification could be integrated with Gosuslugi, the government service portal, and voiced his remarks on Moscow Speaks, a radio program.
Milonov noted that he has known couples who met online, but criticized Tinder as increasingly used for short-term dating in his view. He also contemplated a matchmaking service anchored in the Orthodox Church and involving other social networks to build a broader “Russian social network” ecosystem. Gosuslugi was named as a possible tool to verify such a platform’s user base.
As the Ukraine conflict unfolded, several international firms pulled back from Russia. Among them were rival dating apps such as Bumble, Badoo, and Fruitz. Tinder remained but limited access to paid features for Russians starting last year.
In July, a Moscow court fined Match Group LLC for not localizing data within Russia. The administrative action cited the company under the country’s data protection rules, specifically regarding the handling of Russian citizens’ personal data stored on domestic servers.
How has the global situation affected dating apps?
In May 2022, Gary Svidler, a Match Group executive, indicated that events in Ukraine affected finances, particularly through reduced revenue in Russia, Ukraine, and nearby markets. A review conducted by Kommersant in February 2023 looked at major dating platforms operating in Russia during 2022, noting continued user growth amid the exodus of some competitors.
For instance, traffic to VK Dating rose by roughly 73% year over year in spring 2022, while the company reported no issues with payments and introduced in-app options paid with votes within the social network itself. There was no standalone VK Dating mobile app for Android or iOS, the report added. Other services saw mixed results: Mamba’s audience grew about 20% and Teamo about 30%, though card-payment restrictions imposed by Apple and Google reduced revenue. Mamba also reported a 10% drop in revenue with profits increasing due to other factors, and data from Kartoteka.ru indicated 2021 revenue around 1 billion rubles with a net profit near 24 million rubles. Industry leaders cited factors like partial mobilization and audience migration as contributing to shifts in user activity.
Analysts also noted payment challenges for some platforms, while others reported revenue gains in the Russian segment contrasted with stronger growth in international markets. Observers highlighted that the landscape for online dating in Russia was evolving, with several services adjusting strategies to accommodate shifting consumer behavior and regulatory changes. The broader trend suggested that while some apps faced headwinds, others adapted by expanding payment options and online experiences to retain and attract users.