Even Tinder Is Getting Into the Original Content Business With Swipe Night

Interactive weekly series will let users make choices about story's direction

Tinder Swipe Night
In Swipe Night, debuting Oct. 6, users make choices that determine where the story heads next. Tinder
Headshot of Kelsey Sutton

Tinder has matched with an interactive original series called Swipe Night.

Come October, the dating app will roll out the interactive video-heavy series, where users make choices that will decide where the story heads next. The series will premiere Sunday, Oct. 6, and new installments will be released weekly. Swipe Night will stream inside the Tinder app, but it will only be available only for users in the continental U.S.

The story will center on a group of friends—played by Angela Wong Carbone, Jordan Christian Hearn and Shea Gabor—trying to make it through an apocalyptic event. Tinder users who are on the platform between 6 p.m. and midnight will be presented with various choices and dilemmas, and will have 7 seconds to decide what they want to happen to next, swiping left or right to make their selection.

Beyond the series, Tinder users’ choices will also factor into who they match with on the platform, and their decisions will be displayed on profiles for potential matches to view. The hope is that the choices users make will serve as conversation-starters.

“Dating is all about connection and conversation, and Swipe Night felt like a way to take that to the next level. Our hope is that it will encourage new, organic conversations based on a shared content experience,” said Ravi Mehta, Tinder’s chief product officer, in a statement.

Karena Evans, who rose to prominence directing music videos for Drake and won the BET Award for Video Director of the Year in 2019, will direct the series. Nicole Delaney, a writer from the Netflix comedy Big Mouth, and Brandon Zuck, a writer from HBO’s Insecure, are writing the series.

Swipe Night is Tinder’s first foray into original programming and represents a growing interest in experimenting with interactive content. Netflix has tested out various interactive elements styled as a choose-your-own-adventure in an episode of its dystopian anthology Black Mirror and in Bear Grylls’ adventure series You vs. Wild.

It also comes as more mobile-only video programming space stands to get more competitive. Quibi, the heavily funded startup from entertainment heavyweight Jeffrey Katzenberg and business star Meg Whitman, will launch in April with a hefty lineup of short-form mobile-only content that will be supported with advertising and subscriptions.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.