Original article published in Forbes
Author: Anastasia Gavrilyuk
The dating service "Mamba" has undergone rebranding, Forbes learned from the company. While retaining its original name, it has added new brand colors and a wave motif to its logo. Additionally, the service has modified its algorithm for matching potential partners—now considering user behavior such as likes, messages, and even bans. The company is investing $7 million in these changes. Experts note that "Mamba" had long maintained algorithms and positioning developed in the early 2000s, which led to an aging user base and difficulty retaining younger audiences.
Behavior-Based Matching
Russian dating service "Mamba" has completed its rebranding, Forbes was told. The name remains unchanged, but the brand colors have been updated—adding pink, light blue, and yellow to the signature orange. A wave graphic has also been introduced. "This imagery symbolizes mutual attraction between people," explained Olga Morozova, Marketing Director of "Mamba."
Currently, 10% of "Mamba" users are testing the new app version, with a full rollout planned in three to four months. According to Morozova, "Mamba" will launch an advertising campaign in 2025 targeting younger demographics.
The service has also upgraded its technical infrastructure, implementing machine learning to combat spam, bots, and suspicious activity, along with new matchmaking algorithms. Previously, matches were based on age, location, and interests; now, AI analyzes in-app behavior. "We can anonymously track user actions: which profiles they view, who they message longest, and who they block or stop responding to. This AI learns continuously, significantly improving match relevance," said Natalya Krasilnikova, PR Director of "Mamba."
Total investment in rebranding and marketing will reach $7 million.
Currently, 10% of "Mamba" users are testing the new app version, with a full rollout planned in three to four months. According to Morozova, "Mamba" will launch an advertising campaign in 2025 targeting younger demographics.
The service has also upgraded its technical infrastructure, implementing machine learning to combat spam, bots, and suspicious activity, along with new matchmaking algorithms. Previously, matches were based on age, location, and interests; now, AI analyzes in-app behavior. "We can anonymously track user actions: which profiles they view, who they message longest, and who they block or stop responding to. This AI learns continuously, significantly improving match relevance," said Natalya Krasilnikova, PR Director of "Mamba."
Total investment in rebranding and marketing will reach $7 million.
A Less Competitive Market
"Mamba" forecasts 20% revenue growth for 2024, following 2023 revenue of 1.61 billion rubles. The company aims to maintain this growth into 2025. "International competitors have left, and new products have emerged. We expect to sustain double-digit profit growth next year," said CEO Andrey Bronetsky.
Krasilnikova attributes 2024 revenue growth to Google permitting third-party payments on Android in Russia, eliminating its 30% commission. Reduced competition has also lowered marketing costs. Since March 2022, Badoo, Bumble, and Fruitz (all owned by Bumble Inc.) exited Russia, followed by Tinder in May 2023—previously holding 20-25% of the market.
"The departure of foreign apps drastically impacted online dating: the market shrank, leaving users adrift. While 35% migrated to 'Mamba,' others remain undecided. These unique conditions prompted our product overhaul. We've also shifted focus from overseas markets like Turkey or Israel to concentrate on Russian users," Krasilnikova noted.
Krasilnikova attributes 2024 revenue growth to Google permitting third-party payments on Android in Russia, eliminating its 30% commission. Reduced competition has also lowered marketing costs. Since March 2022, Badoo, Bumble, and Fruitz (all owned by Bumble Inc.) exited Russia, followed by Tinder in May 2023—previously holding 20-25% of the market.
"The departure of foreign apps drastically impacted online dating: the market shrank, leaving users adrift. While 35% migrated to 'Mamba,' others remain undecided. These unique conditions prompted our product overhaul. We've also shifted focus from overseas markets like Turkey or Israel to concentrate on Russian users," Krasilnikova noted.
An Aging User Base
Veronika Yakovleva, CEO of dating service Twinby, considers $7 million a modest sum if covering both marketing and tech upgrades. She observes that AI tools are now industry-standard, often involving proprietary solutions.
FinTech Lab analyst Sergey Vilianov notes "Mamba's" core issue: decades-old algorithms and positioning led to an aging demographic. "Those who dated on it 20 years ago still do, while younger users found the experience outdated," he said.
Vilianov sees pros and cons in the new behavior-tracking AI: "Good for eliminating bots and trolls, but hyper-targeted ads may frustrate users." To attract youth, he suggests long-term influencer partnerships costing "tens of millions of rubles per collaboration."
FinTech Lab analyst Sergey Vilianov notes "Mamba's" core issue: decades-old algorithms and positioning led to an aging demographic. "Those who dated on it 20 years ago still do, while younger users found the experience outdated," he said.
Vilianov sees pros and cons in the new behavior-tracking AI: "Good for eliminating bots and trolls, but hyper-targeted ads may frustrate users." To attract youth, he suggests long-term influencer partnerships costing "tens of millions of rubles per collaboration."
Audience Metrics
Mediascope data ranks "DrugVokrug" as Russia's top dating service with 2.07 million monthly users (down 7.4% YoY). "Mamba" follows with 1.73 million (11.3% decline), trailed by "Tabor" at 1.45 million (+1.5%) and "FotoStrana" with 1.25 million (-18%). "VK Dating" wasn't ranked due to measurement limitations within VK's app.