The success of performance marketing for gambling and gaming was so enviable that dating apps got in on the game, propelling these platforms to pop culture royalty. But the rise and fall of online dating driven by these transaction-led marketing strategies is a lesson in short-termism for all businesses. For more than a decade, online dating apps like Tinder and Bumble were marketing darlings, revolutionising how people met and fell in love. The swipe feature, simple yet addictive, became a cultural phenomenon, turning digital dating into a game-like experience. Considered an enabler of disruption, the once fast-growing dating industry now…

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