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Facebook’s entry into the growing online dating market sent shares of industry leaders tumbling.Match Group Inc shares closed down more than 22 percent. (Reuters) - Facebook Inc is entering the dating game, Chief Executive Mark Zuckerberg said on Tuesday, planning a dating service to matchmake millions of people on the world’s largest online social network and nudge them into spending more time there.

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Potential matches will be recommended based on dating preferences, things in common and mutual friends, Facebook said in a statement.

The prototype was built around local, in-person events, allowing people to browse other attendees and send them messages.

“It’s kind of a game when it comes to those picks — if they swipe back, it’s a surge of fun.” Confidence is key when dating, but is it possible to take your self-assurance too far?

Most online daters are swiping right on people who are out of their league, a study carried out by University of Michigan researchers and published on this week by the American Association for the Advancement of Science found.

Before building Facebook, Zuckerberg created a website called Facemash that allowed people to choose the more attractive of two women.

Zuckerberg, 33, has described the website as a school prank when he was young.It will be launched soon, he added, without giving a specific date.More details will be revealed over the next few months, Facebook Chief Product Officer Chris Cox said in a separate presentation.Zuckerberg also said on Tuesday that Facebook was building a “clear history” privacy control to delete browsing history, similar to the option of clearing cookies in a browser.Veronica Ryan, a single 26-year-old marketing executive based in Dallas, Texas, said she swipes right on potential matches on Bumble based on a combination of personality, looks, and job.“But the initial functionality looks relatively basic compared to those offered by Match’s services, so the impact Facebook has on the dating space will be down to how well it executes in this area,” Cordwell said.

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