The project aims to understand users’ perception and practices of online dating considering self-presentation, gamification, and how this may contribute to users’ commodification of self. The methodology employed consists of quantitative and qualitative measures, surveys and in-depth interviews. The first study aims to analyze the correlation between users’ sociography and their dating practices, and their awareness of gamification in online dating. The second study assesses users’ practices and habits in online dating and their awareness of the gamified design of dating apps. It also compares the experiences of paid and non-paying users. The third study aims to explore users’ perception of self-presentation, gamification and self-commodification, in the context of dating apps as a “market”. The overall goal is to answer the question of whether online dating users feel they must “pay to win.” The studies will provide insights into the connections between self-presentation, gamification, and self-commodification in users’ social profiles.  Orientação: Jorge Vieira (CIES-Iscte) Rita Sepúlveda (ICNOVA - Instituto de Comunicação da NOVA/ CIES-Iscte)