Match Group, the behemoth that owns Match, Tinder and the rest, has dropped a hefty $100 million into Sniffies, a cruising app for gay men. The app promises real-time, fully interactive maps of nearby 'cruisers' and popular local spots – all while sporting photos of men in their underwear.

Spencer Rascoff, CEO of Match Group, says the team behind Sniffies has a deep understanding of its users. With an estimated 3 million monthly active users, Sniffies will operate independently but get support from Match Group for growth and vision. This comes as matchmaking apps face decreasing user engagement.

Match Group's recent struggles indicate a broader trend: Americans are seeking more traditional ways to meet partners, such as serendipitous encounters in bookstores or asking someone out on the spot. Despite this, the company continues to pour resources into digital solutions, showing no signs of giving up on tech-driven dating.

The investment in Sniffies signals a shift back towards location-based, more explicit forms of connecting – possibly trying to tap into what's left of the 'dating app burnout' trend. Only time will tell if this particular innovation can navigate those waters successfully.