"Mamba" announced the beginning of rebranding

Russian dating service Mamba has announced the start of rebranding. The site will undergo redesign and technical updates, as well as plans to change its positioning. This is stated in the press release of the company.

According to the message, investments in rebranding and marketing will amount to about $7 million. The company's management expects that this will lead to a double-digit increase in profits next year.

The service was pushed to changes by the inflow of new users in the last two years, caused by the departure of foreign services from Russia. Under the new conditions, Mamba's financial performance has also grown: in December 2024, its share of the Russian market amounted to 35%, and its revenue increased by 20% year-on-year.

"Mamba experienced a significant influx of new users, and this prompted us to make global changes. We backed up our investment in technological changes with a redesign and new positioning. Now from the first touch with the product people will see and understand that "Mamba" has become different, that it is one of the safest and most comfortable dating services in Russia, where you can find those who are on the same wavelength with you", - commented the changes CEO of "Mamba" Andrey Bronetsky.

Among the new innovations is a "smart" search based on neural networks and big data technologies. Thanks to it to look for a couple will be easier: in addition to the standard parameters in the form of age, location and interests will be taken into account individual preferences of users. The service will also provide protection from spam, bots and suspicious activity. In particular, new machine learning (ML) technologies have been introduced, which will help to find fake accounts even before they are registered in the application.

"The main global trend in the development of all deiting applications is the improvement of security and user reality check. This is due to the fact that along with the growth of technology, the capabilities of spammers grow," explained Vitaly Borisov, Product Director.

In part of the redesign, pink, blue and yellow were added to the usual orange color, which, according to the idea, is designed to give users more positive emotions from dating.

"The central element of the new design was a wave: this image symbolizes mutual sympathy between people. In 2025, we will launch a large advertising campaign. It will tell the young audience about the new values of our brand," shared Olga Morozova, Marketing Director.

At the moment, the new version of the application is available to 10% of users, and in three to four months it will be available to everyone.