Thursday September 29, 2022

The New York Times reported that Wordle’s purchase brought in ‘tens to millions’ of new users.

The New York Times bought Wordle, a popular puzzle game. On Wednesday, the company released its quarterly earnings and credited Wordle with a significant increase in subscribers. The Times announced its quarterly earnings on Wednesday. Meredith Kopit Levien, CEO of The Times, said that Wordle had brought “unprecedented tens of million new users to The Times” and that it paid “an undisclosed amount in the low seven-figures” for the acquisition. It’s now part of the Times’ games collection, which also includes two daily crosswords and Sudoku, Vertex Letter Boxed, Sudoku, Vertex, Letter Boxed and Tiles. Letter Boxed is a great word game for those who haven’t tried it yet. All come with an overall subscription to The Times or a separate $5 monthly subscription.
Wordle has not been changed by the Times, except for a new URL and briefly causing problems with everyone’s stats. It didn’t make it more difficult. It has started to give nudges to the app to play other games… and maybe subscribe. It seems to be working: The Times reported that it added 387,000 digital-only subscribers to its overall digital service last quarter. However, it did not say how many of those Wordle users. The Times offers both a dedicated subscription for its cooking content and an overall digital package.
Wordle’s virality seems a little lower in recent months as fewer users share their daily scores on social media and in group chats. However, this doesn’t necessarily mean that people have stopped playing. (I guess I got Wednesday’s Wordle in just two guesses. Please clap. This is a good sign for all the Wordle spinoffs. Spotify might buy Heardle to increase its subscriber numbers. Framed could be the solution to all of Netflix’s problems. Google Maps could include Worldle.
The Times has hinted in the past that Wordle might become a subscription-only game. However, it didn’t discuss its plans during its earnings call. The Times may decide that it’s better to have the paywall removed if the game continues bringing in so many people.

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