Controversial 'Rumblr' app - called 'Tinder for fighters' - launches beta today

No, it isn't April 1, either - the app's creation team, who operate from a shared office in New York's Soho district, say they are "100% serious" with the concept.

Much like the popular dating app Tinder, users flick through photos of other users to find suitable options - instead of notifying them that they like what they see, this app allows you to challenge them to a fight. After approving a potential opponent, the user proceeds to an instant-messaging screen where the app itself encourages you to insult them based on their photo, to start things off.

From there, if the trash-talking is as successful as hopeful romantics aim to be with their Tinder flirting, the two parties can arrange a time and a location to meet up and let off some steam.

The app publishes the agreed locations and times, allowing users to also browse upcoming brawls to go and watch.

The fights are classified three ways - not only are males facilitated for their one-on-one scrapping needs, but RumblrHER introduces female fighters to one another while RumblrGROUP helps organise group-on-group brawls.

The beta trial will see the first 2000 interested in trying it out given an invite to install the app in its early stages.

The New York Daily News reports that more than 78,000 people applied for beta access, and that the initial e-mail claimed that 10 pairs of golden brass knuckles would be given to 10 people who Tweet about the app.

Many sources picking up this bizarre development are making comparisons to seminal movie Fight Club, starring Brad Pitt in a story depicting the rise of an underground fighting ring which soon degenerates into one man's identity crisis.

However, the RumblrGROUP aspect in particular reminds us of the spate of football hooligan movies which attempted to glamourise the dark underbelly of the sport's tribal nature.

In fact, should such an app reach a certain level of popularity, there's a very good chance it will considerably increase the amount of organised hooligan rioting before and after games.

"Rumblr is an app for recreational fighters to find, meet and fight other brawl enthusiasts nearby," the app's website says on the home page.

"You don’t need to fight to use Rumblr. With Rumblr Explore, anyone can browse and attend fights close by that other Rumblr users have arranged - all for free!"