Shows instead of dates

While some people complain that Generation Z doesn’t focus for long, the dating industry is relying on this fact. Quiet dinner dates are being replaced by big, popular pop culture events, like the US Open tennis tournament, which hosts a reality dating show, and spectacular events from Grindr and Feeld. This is not just a marketing strategy; it’s a complete and total revolution. In a world where we have more digital contacts than we know what to do with, people want more than just a partner – they want a partner who can provide an exciting and ‘Instagrammable’ experience that they can both enjoy and then show off to their friends on social media.

This is a direct response to the crisis of authenticity in classic dating apps. Young people are tired of the same old questionnaire surveys and want to find ways to connect with each other through shared experiences. When you create an exclusive dating show, the people taking part go from being passive to being the main characters of their own love story. Now, the success of a platform is measured not by the number of matches, but by its ability to create memorable events that go viral, turning romance into a grand spectacle.

How chemistry is created in public

We looked at the most well-known projects, from Game, Set, Matchmaker at the US Open to Feeld’s work with celebrities. This allowed us to work out what makes something a success. It is based on a delicate balance between the personal and the public, the intimate and the spectacular.

First, it is important to understand what ‘prestige’ means. The event must be something that people will want to go to, whether it’s a ticket to a Grand Slam final or access to a private party. This makes the event more appealing to the participants. Secondly, there needs to be something that gets the emotions going. This could be the excitement of a sporting competition, the energy of a music festival, or the intellectual tension of an art performance. This means that people’s personal feelings are shown more quickly and vividly. The most important thing is the story on social media. The event should be ‘photogenic’ and encourage people to create content. Participants become both actors and storytellers.

What makes the difference between a successful event and a failed one?

• This is relevant for the people watching. The event should be exactly what the target audience wants.
• There is a sense of fun and something unknown. Participants should feel involved in a lively process, not like they’re just watching from the sidelines.
• Safety and comfort: Even when it comes to entertainment, people should feel that their personal boundaries are respected.
• A bridge to help us talk more easily: An event is a new start, not the end.

At the same time, there is a growing demand for digital formats that are exciting and spontaneous. For example, video chatting on the Uhmegle platform is exciting because it’s a surprise. This format is becoming the digital equivalent of a chance encounter at the centre of a noisy festival — you never know who will appear on screen, which creates the unique, magical feeling of instant contact.

Hate or hype?

But there is a problem with a strategy that is all about shock value and going viral. This is best shown by what happened at the US Open. Fans were upset when dating was included at Grand Slam tournaments, thinking it was wrong to mix religion and romance. People were angry about this and posted a lot of comments on social media. ‘This is disrespectful to tennis,’ ‘You are destroying the prestige of the tournament.’ But this hate became part of the marketing strategy. Nowadays, any reaction, even a negative one, can help make a brand more popular.

The main challenge for platforms is to balance excitement and authenticity. An event shouldn’t just be a way to make the company look good. It has to understand its audience. That is why niche platforms are often more successful — they speak the same language as their community. Here, digital tools are very important for getting ready. Services such as CooMeet.chat offer users a way to video chat in a controlled and secure way. They also have filters so that users can find like-minded people in a comfortable online environment. Video chat services such as Uhmegle help to bring people together. They help to create a community of people who are more likely to find common ground at a subsequent large-scale offline event.

New love in the age of big shows

The change of dating into big shows is not just a passing thing, but a sign of a new social reality. In a world where experience is often valued more than material things and personal brands are built on social media, romantic relationships are also becoming part of the performance. The future of the industry lies in hybrid models. Platform producers will combine the instant spontaneity of video chat for first contact with big, carefully planned events, creating a complete experience for the user — from a digital spark to a real, public story.

The winner will not be the person with the smartest matching algorithm, but the one who can become the best director of human emotions. The one who gives the user not just a profile to evaluate, but a stage, a story and a role in their own unforgettable love drama. This is the idea behind the new gold rush: people are no longer looking for dates, but for the impressions that these dates create. In this race, video chat is changing from a basic way to talk to something that is a key part of a big plan to get people’s attention and make them like you.