# Tinder had been static but is evolving, Match Group's Mmegwa says

> By Kim Harris | Edited by Bill Alena | Published: 2026-10-21T03:42:08.268221+00:00 | Section: Daily News | Source: https://www.datingindustryinsights.com/news/tinder-overhauling-swiping-win-back-uk-singles-mmegwa | Publisher: Dating Industry Insights (High Intent Media Inc)

Match Group's Chine Mmegwa told City AM Tinder had been static but is evolving, as Tinder's daily active user decline narrowed to 4% in Q2.

## Key points

- City AM reported that Match Group is overhauling Tinder's swiping experience after almost four years of declining usage, and head of strategy Chine Mmegwa told the paper Tinder had been 'static' for a while but is evolving.
- A Match Group survey of about 3,000 British singles found 61% want more of their social lives face to face and 43% say most socialising happens through a screen.
- Match Group's Q2 2026 release showed Tinder's daily active user decline narrowed to 4% year on year, while group payers fell 6% to 13.3 million.
- City AM and the Press Association say Tinder's in-person events are not yet live in the UK, with a London roll-out expected later this year.

## Article

- City AM reported that Match Group is overhauling Tinder's swiping experience after almost four years of declining usage, with Chine Mmegwa saying Tinder is no longer static.

- A Match Group survey of about 3,000 British singles found 61% want more of their social lives face to face.

- Tinder's daily active user decline narrowed to 4% year on year in Q2, according to Match Group.

- City AM and the Press Association say the London events roll-out is still to come.

City AM reported on 20 October that [Match Group](https://www.datingindustryinsights.com/companies/match-group) (MTCH) is overhauling Tinder's swiping experience to win back lapsed UK singles. Chine Mmegwa, Match Group's head of strategy and corporate development, told the paper Tinder had been "static" for a while. 'Being static is sort of the worst thing to be,' she said, adding: 'And we were for a while, and we’re not now'.

The comments came around the 19 October London launch of a Match Group survey of about 3,000 British singles. Match CEO Spencer Rascoff spoke at the event, according to City AM.

### The DII Take

Admitting the product went stale is the easy part, and Mmegwa did it with some candour. The harder test is whether in-person features bring back people who have already left, and the UK, where the events are not yet live, is where that gets tested. Tinder's trend is improving but it is still a decline, and payers are falling faster than revenue.

### What Tinder is changing

City AM says Tinder now offers double dates, group activities and in-person events in more than 50 cities outside the UK, and expects to bring them to London later this year. The Press Association says the feature is not yet live in the UK. The BBC reported Mmegwa also described tweaks including interactive music and astrology features and a 'double date mode'.

The survey backs the pitch: 61% of respondents want more face-to-face socialising, while 43% say most of theirs happens through a screen, City AM reported. It also found 67% of British women worry about safety before a first date, against 31% of men. Mmegwa said facial verification had cut interactions with fake accounts by 60% where it has launched.

### What the numbers say

According to Match Group's 4 August second-quarter release, Tinder's daily active user decline narrowed to 4% year on year, the best result in 10 quarters.

> According to Match Group's 4 August second-quarter release, Tinder's daily active user decline narrowed to 4% year on year, the best result in 10 quarters.

Group revenue was $853 million, down 1%, and payers fell 6% to 13.3 million. Rascoff told the Press Association Tinder's usage trends have been almost entirely turned around, and that events are meant to rejuvenate interest in online dating, not to make money. DII has [previously reported](https://www.datingindustryinsights.com/news/match-group-ceo-rascoff-tinder-fix-culture-not-algorithm) his view that the fix is culture, not algorithm.

### What to watch

Watch the London launch date and Q3 results: Match Group guided to revenue of $885 million to $895 million, down 2% to 3%. Rival [Bumble](https://www.datingindustryinsights.com/companies/bumble) (BMBL) has [agreed to be acquired](https://www.datingindustryinsights.com/news/bumble-agrees-1-3b-sale-ithaca-holdings) by [Ithaca Holdings](https://www.datingindustryinsights.com/companies/ithaca-holdings), so Tinder's UK push will play out against a changing competitor.

- Match Group is positioning in-person events and group formats as Tinder's route to lapsed singles, but the UK roll-out has not yet launched.

- Tinder's 4% daily active user decline is the narrowest in 10 quarters, yet payers across Match Group still fell 6% to 13.3 million.

Sources: [City AM](https://www.cityam.com/how-tinder-is-trying-to-woo-single-brits-back-to-swiping/), [Press Association via Express & Star](https://www.expressandstar.com/uk-news/singletons-want-to-meet-in-real-life-were-embracing-that-says-tinder-boss-9297722), [BBC News via Yahoo](https://www.yahoo.com/lifestyle/articles/im-fed-swiping-why-singles-230110506.html), [Match Group Q2 2026 results (SEC)](https://www.sec.gov/Archives/edgar/data/0000891103/000089110326000128/mtch8-k20260804ex991.htm), [Bumble Inc.](https://ir.bumble.com/news/news-details/2026/Bumble-Inc--to-Be-Acquired-by-Ithaca-Holdings-the-Long-Term-Holding-Company-for-Enduring-Technology-Businesses/default.aspx), [Zacks via Yahoo Finance](https://finance.yahoo.com/markets/stocks/articles/match-group-q2-earnings-revenues-163100369.html)

## Key takeaways

- Match Group is pitching in-person events, double dates and group features as Tinder's route back to lapsed singles, but the London roll-out is still pending, so UK evidence is absent for now.
- Tinder's 4% daily active user decline is the narrowest in 10 quarters according to Match Group, yet group payers fell 6% to 13.3 million, so monetisation remains the open question.
- Operators should note Mmegwa's admission that the burden of proving subscription value falls on Match Group, and her warning that tougher identity checks could deter legitimate members.

## FAQ

### What did Match Group's Chine Mmegwa say about Tinder?

She told City AM that Tinder had been 'static' for a while but is not now. City AM reported that Match Group is overhauling swiping with events, double dates and group features to win back UK singles.

### Are Tinder events live in the UK?

No, according to the Press Association, which says the feature is expected to launch in London. City AM says a London roll-out is expected later this year.

### How is Tinder performing according to Match Group's latest results?

Match Group said Tinder's daily active user decline narrowed to 4% year on year in Q2 2026, the best result in 10 quarters. Group revenue was $853 million, down 1%.

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