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Brief Published: 28 Jul 2016

DatePlay: Gamified Romance

More than 20,000 people have already signed up for early access to new dating app DatePlay

After less than a week on equity crowdfunding site Seedrs, innovative dating app DatePlay has surpassed its fundraising target, raising more than £150,000 ($197,000) in just three days.

DatePlay integrates gaming into the experience of online dating – users play games that analyse their personality and are then presented with a series of matches, along with statistics on their compatibility. Daters can then swipe left or right, depending on how interested they are in the match.

“My clients used to tell me they didn’t enjoy the experience of dating online… It was too much self-reporting or it was superficial, just swiping left or right,” said founder Vana Koutsomitis, 2015 runner-up on UK reality TV show The Apprentice. “[DatePlay] is a way to integrate gaming into the experience of online dating. We aim to improve user experience, so it’s actually fun to date online.”

Set to launch in autumn 2016, the app will be free to download to iOS devices. More than 20,000 people have already signed up for early access.

For more on how brands are integrating gaming mechanisms into their offerings, see our reports on Rebooting Loyalty Programmes and The Gamification of Retail. For insight into dating apps and what brands can learn from their success, check out Modern Dating.