Cupid plc, is expanding its portfolio in the US with the launch of mature dating service LoveAgain.com. The new site is designed specifically of the older dating market and as with most dating sites users can search for love, friendship or fun. Cupid CEO Bill Dobbie says that the time is right to push the company’s existing presence State-side, “This has been in planning for most of this year. We’ve been experimenting with this service in the UK and Australia while we built up the U.S. database.”
The latest addition follows its recent launches in the territory with Cupid.com, BeNaughty and Flirt which the company is supporting with online and offline marketing across the US and Canada.
LoveAgain is the US version of Cupid’s existing UK site for the over 40s, MatureDatingUK. The company has worked on the release of niche dating sites to try to help users find matches in ways that will be more likely to suit them for age, interests and goals.
Dobbie believes that by providing specialist sites for the U.S. market, Cupid has a better chance of getting past the big players, “It’s an identifiable market and it allows us to compete against more established players with larger data bases. It doesn’t make sense to take them on head to head, so a niche approach from Be Naughty, Flirt and LoveAgain can target the gaps.” The hope is that by selecting a specific group for dating, that matches will be more accurate.
Cupid has a close eye on the American territories of course and acquisition is not off the agenda as the firm expands, “It’s expensive to build critical mass,” says Dobbie. “We’ve spent around 25 million pounds to date and now it is starting to convert. If we find the right priced acquisition in the US we could accelerate our growth.”
The new service is designed for a community to mix freely. There are ways to message directly, have a quick chat or join a more open chat room.
Members of the site can connect on the Web, via mobile or on the Facebook app, which is a bit more open than the usual walled gardens provided by dating sites hoping their users will subscribe and not stray over social borders.
