NYT Says Wordle Drove 'Tens of Millions' of New Users, Record Growth

An anonymous reader quotes a report from the New York Times: The New York Times' seven-figure purchase of viral hit Wordle in January was "incredibly valuable" to the company and was responsible for "an unprecedented tens of millions of new users to The Times," the media giant said in announcing its quarterly earnings (PDF) Wednesday morning. And while New York Times Co. CEO Meredith Kopit Levien said the "majority of these incremental users only played Wordle, many... stayed to play other games, which drove our best quarter ever for net subscriber additions to Games." Levien said during an earnings call that the number of average weekly users for the Times' non-Wordle games "nearly doubled" during the quarter ending in March. The game "played an outsized role in the quarter's engagement and subscriber growth," she added. The Wordle acquisition was part of a larger effort to make The New York Times seem "more valuable to more people by helping them make the most of their lives and passions," Levien said during the call. [...] Despite all the Wordle love, Levien's remarks also offered a small hint that the Times doesn't necessarily expect the game to remain quite as strong of a draw going forward. Levien said the Times is "moving swiftly to leverage [Wordle's] massive audience to introduce Wordle players to our other games, recognizing that its audience may moderate over time." In other words, the Times seems aware that, across months and years, players may start to grow less interested in Wordle and that the simple five-letter daily guessing game may not be as consistent and long-lasting a draw as deeper and more complicated puzzles like the crossword.

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