The dating site has so far had a more traditional approach to online media, but is now looking to move into new, more compelling and engaging, environments.
Above-the-line elements of the 'Don't Wait for Cupid and Fate' campaign, launched in early December and incorporating major TV, radio and Tube advertising, introduced central characters, Cupid and Fate.
The pair was presented as a lazy, comedic duo, shirking their matchmaking responsibilities in favour of useless time-wasting activities, such as stunt biking and doing their hair.
The game, due for release at the end of December at time of press, will bolster the above-the-line campaign.
"Our online game provides an effective medium to reach an attractive 25-to 35-year-old female audience in a new environment for internet dating," said Abbie Cranage, match.com's marketing and partnerships manager. "By engaging players in a fun gaming experience, our Cupid and Fate characters will remind singles that relying on them alone is no sure way to find love."
The game, designed by digital marketing and web design agency TAMBA, is a modern take on a 1980's popular arcade game. Gamers will help Cupid and Fate dodge traditional love icons such as hearts, chocolates and flowers, in favour of collecting game consoles, pints of beer and hamburgers.
In addition to online seeding, also by TAMBA, the game will be hosted on www.cupidandfate.com, the hub of all match.com's rich media and online content.
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