The LGBTQ+ dating app GROWLr went through a lot of changes in recent months. It’s going through one more as June brings Pride Month to its users.
According to interactive dating solutions provider The Meet Group, social media fixture GROWLr will launch monetization features in the form of virtual gifting. The app now allows its members to send the virtual presents to prospective partners during live-streaming. The items can show interest in a possible match or start a conversation.
According to the minds behind GROWLr and The Meet Group, virtual gifting provides a way for LGBTQ+ members to express themselves and encourage connections. Some of the new virtual GROWLr gifts include virtual teddy bears, rainbows and roses, to the top gift of a dragon (100,000 in-app credits).
This new feature arrives on the heels of changes GROWLr made following the onset of the Coronavirus. In May, the app kept pace with other social media platforms and dating apps by introducing live video and free, private 1:1 chats to the platform. The system accelerated its launch of those features to provide single LGBTQ+ members the opportunity to connect with potential partners and friends during the COVID-19 pandemic.
After the introduction of the virus-driven connectivity features, a GROWLr survey reported 72% of members said they saw someone with whom they wanted to strike up a conversation, and 63% felt they were better able to connect with someone safely when they went on the live video features. Some 50% of those surveyed said they believed the ability to send gifts will make for more interesting livestreams, with 61% more inclined to watch top gifted streamers.
The Meet Group will celebrate Pride Month through June and will feature special LGBTQ+ virtual in-app gifts across its platforms, including a rainbow Pride flag, Pride float and other themed features.