In January 2022, The New York Times Company acquired the viral word game Wordle from its creator, Josh Wardle, for a "low seven-figure sum." This acquisition marked a significant milestone in Wordle's journey and had implications for both the game and its new owner. This article explores the details of the acquisition and its impact on Wordle and The New York Times.
The Motivation Behind the Acquisition
The New York Times Company's decision to acquire Wordle was driven by the game's immense
popularity and its potential to attract new subscribers. Wordle had become a viral sensation, with millions of players worldwide sharing their results on social media. The game's simplicity and daily puzzle format made it an ideal addition to The New York Times' digital puzzle offerings.
Jonathan Knight, head of The New York Times games department, first reached out to Wardle on January 5, 2022, just two days after Wordle was featured in a New York Times article. The acquisition was finalized by the end of the month, with the company moving quickly to secure the game. The New York Times planned to integrate Wordle into its digital puzzle offerings, alongside its crossword and Spelling Bee, as part of its goal to reach 10 million digital subscribers by 2025.
Changes and Enhancements Post-Acquisition
Following the acquisition, The New York Times made several changes to Wordle to enhance the player experience. The game remained free to play, but the company introduced account logins to track player statistics. Offensive or politically sensitive words were removed from the game's answer list to make it more accessible to a broader audience.
Wordle was also added to The New York Times Crossword app, later renamed The New York Times Games, allowing players to access the game alongside other popular puzzles. The introduction of WordleBot provided players with analysis on their gameplay, offering insights into their performance and strategies.
The Impact on The New York Times
The acquisition of Wordle had a significant impact on The New York Times' digital puzzle offerings. According to the company's quarterly earnings report, the acquisition brought "tens of millions" of new players to The New York Times puzzle site and app. Many of these players continued to engage with other puzzles offered by the company, contributing to its goal of increasing digital subscriptions.
The success of Wordle demonstrated the power of simple, engaging games in attracting and retaining subscribers. The New York Times' strategic acquisition of Wordle not only expanded its digital puzzle offerings but also reinforced its position as a leader in the digital gaming space. The acquisition highlighted the potential for viral games to drive growth and engagement in the digital media landscape.
