Tinder’s interactive entertainment experiment was a big success.

Tinder’s interactive entertainment experiment was a big success. The in-app choose-your-own-adventure series “Swipe Night” followed a group of friends during the apocalypse and asked users to swipe to make survival choices. Those “moral and practical” choices were then shown on profiles to help start conversations or signal common values. According to the dating app, “millions” of users tuned in to watch the five-minute episodes, which led to a 20% to 25% increase in likes and 30% increase in matches—and now they’re planning to bring the video series to an international audience. (TechCrunch)