At midday, a potential love match pops up on your phone. Not keen? You’ll have to wait 24 hours for a fresh suitor to appear. This is dating with Coffee Meets Bagel, which – in an age of ‘all-you-can-eat’ dating – is trying to convince people that less really can be more.

Between life-long monogamy and the dirty business of cheating lies a third option; one that’s being adopted by an increasing number of Gen Y couples. ‘Monogamish’ couples openly take on extra relationships, and recently launched dating site OpenMinded is hoping to help them do it.

Conducting detailed interviews with its members, accompanied by glossy photoshoots, im gegenteil is rallying against the ennui of traditional dating. But is this approach simply masking realities behind pretty packaging? And will it change the way Millennials look for love?

Although China’s online dating industry will generate over $350 million in 2014, the stigma attached to casual sex may hold it back. Understanding cultural nuances, social gaming app Pengpeng has amassed more than 300,000 users and is popular with Millennial men and women alike.