1/1/2024 0 Comments Wordle nyt appOf course, there are elements of this already baked into the games, like the stats and streaks in both the Wordle and Crossword games. ![]() It makes sense then that one of Knight’s big focuses right now is on finding new ways to mine the inherent competitive nature of games. That’s good for any media business that wants to become an indispensable habit for people. So players get the same experience as each other on a daily basis. Each of the ones at the Times have a puzzle a day. More people read stories in different ways, from different sources at different times of the day. On this basis, gaming is an important habit forming an anchor for the publisher in a way that news isn’t really these days. “Everyone gets the same experience around these games on a daily rhythm.” “What the Times has done so well with its games strategy to date is that it replicates some of the habit friendly elements of that traditional newspaper experience,” said Joseph Teasdale, head of tech at Enders Analysis. When this happens it will mark the end of a gradual transformation that began in 2021 when the Spelling Bee puzzle game was added to the Crossword app. Given this shift, a planned relaunch of the app later this year as the New York Times Games app is unsurprising. Last month, it added Sudoku, joining The Crossword, The Mini Crossword, Spelling Bee and Wordle. The app (despite the name) is the hub of all the publisher’s puzzle games on mobile devices. So they expedited plans to create a more rounded experience for subscribers - especially in its Crossword app. Thanks to an influx of people that came to the publisher’s games section on the back of the deal, execs there wanted to do what they could to capitalize on this momentum. ![]() “If you’re a subscriber, and on any given week, you engage with both news and games, the likelihood that you’re going to retain over a long period of time is much higher,” said Knight.īeyond subscribers, Wordle was also a shot in the arm for the Times’ product strategy for games. For all intents and purposes, Wordle became another marketing funnel for potential subscribers - a notable amount of whom are younger, more international and more diverse, per the publisher. And once they were there, it became a question of how to get them to stick around: often by getting them to play other games at the Times and then by convincing them to spend more time looking at other content there entirely. It brought in people who wouldn’t have otherwise come to The New York Times.
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