This dissertation focuses on the digitalization of market-mediated performances. While previous research has shown that enactment of market-mediated performances can enable consumers to transform certain aspects of their lives; how performances themselves evolve and undergo transformations remains understudied. Focusing on the mobile dating app Tinder’s mediation of dating and hooking up, I examine how a digital platform reshapes these longstanding intimate performances. My analysis of an extensive qualitative dataset demonstrates that, through its deployment of gamification principles, Tinder simultaneously gives structure to otherwise serendipitous and disorderly casual sexual encounters (i.e., formalization of hooking up) and inculcates an unceremonious, easy-going mood in more serious romantic encounters (i.e., casualization of dating)—which, combined together, give rise to hybridized intimate performances. It also showcases that consumers advance and resort to a new set of competencies—that are, Tinderized displays of economic, cultural, and sexual capital; mobile social media savviness; and code-switching between dating and hookup scripts—for navigating Tinder-mediated hybrid intimate performances. In light of these findings, this dissertation highlights the dynamicity of market-mediated performances by explaining how they evolve and take different forms over time and theorizes the organic and malleable nature of performative scripts. It further contributes to research streams on the countervailing effects of digitalization, macro-scale implications of gamification, and the rise and fall of dating and hookup cultures.