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Vermeulen describes it as a “platform for professionals who are serious about dating”.
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It also has an app where users can organise dates and view the restaurant or holiday recommendations put forward by other members. It organises social gatherings for its members, such as polo tournaments, gallery openings or cabaret nights. The Inner Circle is a cross between a dating app and an events company. So he decided to launch something different. The sites were uninspiring, he had little in common with the dating profiles he came across and many of the women lived far away. Raffael Krause, marketing manager of Luxyĭavid Vermeulen, its co-founder, says the idea for the platform came to him six years ago when he was single after spending a depressing evening trawling through dating websites. When it comes to love, money is of course not the most important factor The Inner Circle, which describes itself as an “exclusive community” where users can meet “other inspiring singles”, was also launched in 2012 in the Netherlands. Other apps aimed at elite users have adopted a less provocative approach. Why not a dating app for successful people?” “There are all kinds of dating apps, for Christians, for Ivy League graduates, even for Trump supporters. Luxy is serving these needs by providing the platform. But many people wish to find an equally successful partner. “When it comes to love, money is of course not the most important factor. “On Luxy you will find of course wealthy individuals, well-educated singles, successful people and high-class persons,” he says. Krause readily admits the app, which is predominantly used by singles aged 30 to 49, is “not for everyone”. Its website showcases photos of a handful of select members and their respective salaries: Irina in France who earns more than $350,000 Jason in Los Angeles who earns above $250,000 and Robert in Seattle who earns more than $750,000. Only 10-15 per cent of those who apply are accepted and the company claims that half of its active members earn more than $500,000. Luxy’s staff then filter those applicants again “to check whether or not the user fits”, Krause says.
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Those who apply to be accepted on to the app, which is free at the basic level, must first pass a 24-hour process where they are vetted by existing members. Luxy declined to provide figures on its profits or revenues, but Krause says it has been profitable since its first year of operation and now has more than 2m users.
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One of its competitors, speaking privately, questioned whether it is an app that anyone would “want to be on”.īut Raffael Krause, marketing manager of Luxy, says the company’s business model has worked “from the beginning”. The tagline has been described by several professionals interviewed for this piece as “horrendous” or “horrific”. The most controversial of these dating services is Luxy, which touts itself as a “millionaires’ matchmaker” but described itself when it launched in 2014 as “Tinder, minus the poor people”. This abundance of choice has become a headache for many single people and has ultimately spawned a new breed of dating app: elite platforms unashamedly catering to professionals, the wealthy, the highly educated and celebrities. Two of the most prolific platforms in the UK - Tinder and Bumble - have millions of users globally, which means users need to sift through scores of profiles in order to find “the one”, or at least someone they can tolerate the idea of spending an hour with at the pub. The huge growth of the online dating industry, which is estimated to be worth $2.5bn in the US alone, now means individuals are faced with a bewildering array of options when it comes to choosing their dating aid of choice.