Looking for love online can be a minefield at the best of times, but it’s proving especially difficult for single 50- and 60-somethings who may not feel as comfortable on the platforms used by younger generations. How does Boomer-focused app Lumen address this cohort’s dating needs?

Rather than trying to sex up the online dating scene, Hinge has released a funny and self-aware ad where its mascot dies every time a match is made. By acknowledging and offering a lighthearted response to online dating apathy, the brand demonstrates that it has its users' best interests at heart.

Mystic Messenger is a game in which players take control of a female avatar and are presented with six potential suitors, powered by artificial intelligence. With more than a million people engaged around the world, it provides a glimpse into the true potential of online dating.

Female-led dating app Bumble has now integrated video and voice calling into the app so that users no longer need to exchange contact information to get to know each other better. This feature protects users from “catfishing”, and offers them a better idea of who they might be meeting.