Match Group Invests $100 Million in Grindr Competitor Sniffies

Match Group has made a significant $100 million investment in Sniffies, a popular platform for queer men, with an option to acquire the company in the future.

Sniffies, based in Seattle, currently has about 3 million monthly active users worldwide. The platform provides a real-time map-based experience that allows gay men to connect for hookups, often featuring user-submitted intimate images. It currently operates only as a web platform after being removed from Apple’s App Store last year due to content policy restrictions.

The investment gives Match a significant minority stake in Sniffies. As part of the deal, Match will wind down its own Archer app, which it launched in 2023 targeting queer men, and shift its focus to supporting Sniffies. The startup will continue to operate independently under its founder and CEO, Blake Gallagher.

This move is consistent with Match Group’s strategy of expanding its portfolio of more than 20 dating apps, often through initial investments that can later lead to full acquisitions. Previous examples include its early investment in Hinge in 2017 followed by a full purchase, as well as acquisitions of HER, Salams, and other niche dating apps.

The announcement caused Grindr Inc.’s shares to drop 2.5% in extended trading, as Sniffies is currently ranked as the number two player in the queer men’s dating space behind Grindr.Match views the queer male segment as a growing part of the online dating market. According to the company, Sniffies is already generating revenue and is profitable. Match also noted that users in this demographic tend to use multiple dating platforms and remain active on apps for longer periods.

Gallagher stated that the partnership will allow Sniffies to accelerate development in areas such as trust and safety, network growth, and product improvements based on user feedback.