Tinder shows love for esports with paiN Gaming partnership

10 February 2020


Brazilian organisation paiN Gaming has attracted a partnership with social dating application Tinder.

The organisation explained that Tinder would sponsor its rosters in Free Fire, Counter-Strike: Global Offensive, Dota 2, and Clash Royale.

paiN Gaming Tinder
Image credit: paiN Gaming

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Although details of the deal are limited at the time of writing, there is said to be a content component stemming from the collaboration. Additionally, the organisation hinted towards distributing Tinder Gold codes as promotional material; the use of which grants users access to premium features on the application. It also includes a jersey sponsorship.

The union with paiN Gaming marks Tinder’s second esports crossover. The first of which occurred in June 2018 when the social app inked a deal with another Brazilian organisation, MIBR. Merits of its partnership with MIBR included content initiatives, live activations, and campaigns targeting the app’s premium services.

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Esports has managed to seduce location-based social platforms to get involved with the space over the last few years. In August 2019, multinational organisation Gen.G flirted with social dating application Bumble in a collaboration which yielded an all-female Fortnite team.

paiN Gaming is also partnered with the likes of BMW, Coca-Cola, Razer, WD BLACK, and TIM Live.

Esports Insider says: With such mirror-like audiences, we suspect more collaborations between social dating platforms and esports are on the horizon. If paiN Gaming and Tinder can activate well together in this partnership, we bet they’ll win over the hearts of their clientele.

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