The New York Times and its games ventures

Let’s start with some context.

The acquisition of Wordle, born out of a romantic gesture, marked a significant moment in The New York Times’ approach to diversifying its content. Between 1942 (When The Crossword was first printed in The New York Times) and 2023, The New York Times has introduced a variety of new games, each captivating audiences in its own way.

They strive to “offer puzzles for all skill levels that everyone can enjoy playing every day,”

Their latest offering, “Connections,” has already garnered attention in the media world.

From the tactile pleasure of solving a crossword on print in 1942 to the digital satisfaction of receiving “Genius” status on Spelling Bee in 2023, it’s pretty wild.

The New York Times’ gaming ventures aim to engage, entertain, and, in many ways, educate. As we delve deeper, it becomes clear that games, just like news, have the power to shape narratives, form communities and stand the test of time.

> You’ll also enjoy: The New York Times dynamic paywall analyzed

Community building and engagement

In the realm of games, community isn’t just an afterthought.

Based on analysis from the Conversations Data Science team at Twitter, there were ~500,000 tweets per day about Wordle at one point.

The New York Times understands this dynamic, creating gaming content that not only entertains but also nurtures a sense of belonging. In recognizing the global nature of its audience, The New York Times’ crosswords group introduced their first word-free game: Tiles.

According to AdWeek in an article from Insider in 2019, it was created from the request of users. The Times Games Expansions team, “noticed that users were writing in late at night asking the company for a game that would help them zone out,”

The emergence of a dedicated “Games Twitter” and even spin-off accounts like “Not a Spelling Bee Word” exemplifies the vibrancy of The New York Times gaming community. Along with forums too.

The New York Times has created a hub for players to converse about strategies, share achievements and celebrate the essence of gaming. Moreover, including features like leaderboards which introduce a competitive edge, motivating players to refine their skills and deepen their involvement.

Speaking of competitive edge, how many of y’all had a Wordle Slack channel at one point?

Gameplay newsletter

A notable addition to The New York Times engagement initiatives is Gameplay, a newsletter specifically tailored for gaming enthusiasts.

Newsletter format

Typically, the newsletter follows this format:

• Introduction from the writer.
• A tease to a larger story: “Read more on Gameplay”.
• Wordle Weekly Recap, with a link to today’s Wordle.
• Brain Tickler, with the answer at the bottom of the newsletter.
• House ad. They’ve been featuring The Upshot.
• Spelling Bee puzzle with a link to play online. Also a shoutout to join today’s forum.
• A mention of the Crossword featuring one of the clues.
• Advertisement — but it appeared blank.
• Community Chatter with screenshots from various parts you can engage with The New York Times community (Twitter, comments, etc.).
• “Here’s More From Us” section with various Games stories.
• Footer section with options to subscribe to New York Times Games, the answer to the Brain Tickler and a CTA to sign up for Easy Mode — a newsletter where you can receive the “easy version” of one of the hardest crossword puzzles of the week.

> How DN leveraged gamification to attract a younger audience, and got almost 35,000 new registered users

When does gameplay send?

This weekly newsletter goes out in the morning, likely local time for the reader. You know… when you might most likely be gaming it up.

It may vary depending on if there is any Send Time Optimization or testing for when to send the newsletter going on.

Why a games newsletter?

There are likely a variety of reasons, and these are not confirmed by The New York Times, but here are some thought starters:

The New York Times leverages games like Wordle, not just as standalone products but as integral parts of their subscription and newsletter strategy.

Wordle was played more than 2 billion times in 2022, according to The New York Times.

Wordle and its companions aren’t just games; they’re engagement tools.

A win-win for both readers and The New York Times: while readers are entertained, The Times sees a financial upside (we’ll get more to that later).

By embedding games in other newsletters, the possibility of upselling or cross-selling other products becomes more palpable, especially when the user is engaged.

Here is an example of Spelling Bee being mentioned in the October 7 edition of The Morning, The New York Times’ flagship newsletter with over 17 million subscribers, according to NiemanLab.

‍There are also links to the news quiz, the Mini Crossword and other games.

Emails, specifically newsletters, can be more than information channels; they can be community hubs.

‍The New York Times’ gaming page and Gameplay newsletter encourage interactions, with readers sharing scores, discussing strategies and maybe even providing feedback on games.

By offering insights from the creators or puzzle editors along with gaming news, further establishes The New York Times as a trusted voice in the gaming sphere.

‍This specialized content, combined with an engaged community, creates a dynamic ecosystem.

Readers might arrive for Wordle but are introduced to a universe of content, keeping them informed, entertained, and, most importantly, engaged.

Financial aspects and strategy

The New York Times’ strategic evolution showcases its transition from traditional journalism to a multifaceted digital platform.

New York Times Cooking, the acquisition of The Athletic and the establishment of a dedicated gaming section are all reflections of this broader vision.

“We believe continued strong execution of our bundle strategy positions us to be more resilient to external market dynamics while driving sustainable value creation. We are proud of the progress we are making to build a larger and more profitable company, which in turn allows us to continue to do the most ambitious, high quality journalism across an ever broadening range of topics and formats.”

Meredith Kopit Levien, The New York Times President and CEO, mentioned in the second-quarter 2023 press release

It was reported that there were ~3.3 million bundle and multi-product subscribers in the second quarter of 2023.

Historical context on pricing

In a strategic shift in 2011, The New York Times, heeding the changing tides of the digital era, boldly introduced its paywall. The move, initially viewed with skepticism given the prevalent culture of free digital content, proved to be a game-changer.

By the years 2017-2018, their digital-only subscription revenues increased by 18% YoY, reaching $401 million. CNN, in 2020, reported their decision to increase this subscription price for the first time. The increase, 13%, took it from $15 to $17 every four weeks.

Current subscription landscape

‍In Q2 2023, The New York Times reported 9.88 million subscribers across print and digital products, including 9.19 digital-only subscribers, an increase from 8.41 million digital-only subscribers in Q2 2022.

An interesting observation, pointing to the reference in the Q2 2023 press release: More than a third of the nearly 10 million subscribers are bundle or multi-product subscribers.

‍If you try to sign up for New York Times Cooking individually, you’ll notice the push for All Access at the top, and having to scroll down to sign up only for New York Times Cooking.

‍Total revenue for the quarter was $590.9 million, a 6.3% YoY increase, with digital-only subscription revenues contributing a significant $269.8 million (a 13% YoY rise).

The 13% rise in digital subscription revenues during the second quarter was primarily attributed to a growing number of subscribers transitioning from introductory promotional prices to higher rates. Additionally, there were price increases implemented on tenured subscribers for digital news and Games, according to The New York Times.

The reported Average Revenue Per User (ARPU) for digital-only subscribers for Q2 2023 was $9.15.

When it comes to subscription choices, The New York Times offers some options:

• All Access: Includes News, Games, Cooking, Wirecutter and The Athletic. The current offer is $1/week for the first six months, and then $25 every four weeks. The first year total comes to $174.
• Individual subscriptions: Options include NYT Cooking at $1.25/week or $40/year and other product-specific subscriptions.

‍Notably, subscribing to New York Times Cooking, Games, Wirecutter and The Athletic individually would cost $153.88 for the first year, making it slightly cheaper than the All Access bundle priced at $174 for the same period.

It’s important to note that you wouldn’t have “News” access, but it doesn’t appear you can subscribe to just News based on their Digital Subscriptions FAQs page.

This pricing strategy raises a pertinent question: shouldn’t bundling offer better savings? Probably, but the only way to get access to News via subscription would be through the All Access bundle, placing a heavy emphasis on its value.

Additionally, these offers might be subject to variations based on promotional activities, purchase histories and more. Moreover, specific deals seem to target only new customers, excluding existing ones.

Another observation is that it appears the Basic Digital Access subscription is being phased out, and they’re pushing for everyone to have All Access since you would then be added to all of their products.

Looking ahead

From All Access to subscribing to specific products, The New York Times capitalizes on personalizing the reader experience. Newsletters play a pivotal role in this, likely segmenting audiences based on interests and ensuring the content (games included) aligns with what readers are most keen to engage with.

With the goal of hitting 15 million subscribers by 2027, The New York Times is ambitiously leveraging its pricing, product testing and diversification strategies.

Games in newsletters: strategy or trend?

As digital media continuously seeks innovative ways to capture and retain audience attention, the integration of games into newsletters emerges as more than a fleeting trend.

It’s a deliberate strategy aimed at fostering active engagement.

Newsletters aren’t merely opened — they’re oftentimes interacted with, transforming passive readers into actively engaged subscribers. And games adds to this immersive experience.

And it’s not just The New York Times diving into this territory. Other media outlets like The Washington Post have unveiled game-centric content such as their newsletter, Game Break, featuring Crossword, On the Record news quiz, and their brand-new game, Keyword.

‍Yet as more media houses delve into this realm, a critical question arises…

How impactful are games for these media companies?

An Axios report illuminates the topic further, highlighting that around “35% of the users who subscribe to the Times’ gaming subscription service now cite Wordle as the reason they subscribed,” as mentioned by Zoe Bell, executive producer at NY Times Games.

What makes this strategy particularly interesting is the feedback loop it creates. You may sign up specifically for Wordle, but then you might starting receiving the Gameplay newsletter, you then start playing Spelling Bee because of an article you read from the newsletter, and on and on.

In a nutshell, games may draw readers to the platform, then in turn the newsletters, and the newsletters enhance the gaming and content experience, leading to a, hopefully, more engaged and active subscriber.

This active engagement likely translates to higher retention rates, more opportunities for monetization and a more loyal subscriber base.

This creates a habit. And The New York Times seems to aim to be a part of your daily routine, and if it’s not reading the news, it’s playing the crossword, cooking a recipe, etc.

The growing significance of games in media

Games have always been a source of entertainment, but their role in today’s media landscape has grown.

Games was played almost 4 billion times in 2022 including The Mini Crossword, which was played more than 500 million times, according to The New York Times annual report.

Recognizing their potential as strategic tools, media giants like The New York Times have adeptly leveraged games for business growth, community engagement and revenue diversification.

The New York Times foray into this domain showcases the tangible benefits games bring to the media world:

• Acquisition and retention: Just one game can be a game-changer. Take Wordle, for instance. Its widespread popularity drew “tens of millions” to The New York Times, leading the media company to record its best quarter for net subscriber additions to Games.
• Revenue diversification: Games, with their potential to captivate millions, present a refreshing revenue stream. As The New York Times reports over 9 million digital-only subscribers, games stand out as a beacon, counterbalancing potentially stagnant advertising revenues.
• Enhanced engagement: The Wordle phenomenon wasn’t just a one hit wonder. Its ripple effect heightened interest in The New York Times’ broader gaming portfolio, subsequently likely boosting and enriching subscriber engagement levels.

Yet, the gaming pivot isn’t unique to The New York Times.

Other media contenders, like The Washington Post, Morning Brew, Vox and more, have too integrated game-inspired segments into their offerings — mainly newsletters.

This raises an intriguing question: Are these companies yielding results from games?

Wrapping up

The digital media landscape is ever-evolving, and the emergence of games within it is both fascinating and indicative of the industry’s resilience and adaptability.

Characterized not only by successes but also by the willingness to experiment.

For example: Digits. A pretty fun game based on numbers which was in beta but didn’t make it to the broader audience. This experimental approach underlines the company’s endeavor to innovate, even if every experiment doesn’t result in a widespread release.

This prototyping process was created by The Times’ Games Expansion team, launched in ~2017. It’s charter according to The New York Times is to: “create games that will challenge and delight Times readers in new ways for the next hundred years.”

With this in mind, looking back at the trajectory of the New York Times is pretty wild.

The New York Times was the last major metropolitan daily to offer a crossword ($), and now it has an entire team dedicated to Games. Once a latecomer to the crossword scene to now being at the forefront of digital gaming in journalism.

Yet, as media giants like The New York Times and others innovate, diversifying their offerings and blending the boundaries between news and entertainment, the question remains…

Is this a sustainable shift in digital journalism?

The success stories tied to games like Wordle not only reiterate the power of innovation but also underscore the potential of marrying traditional journalism with interactive media. Such a blend has proven to be a win-win, creating value for both media houses and their subscribers.

Other media giants, like The Washington Post and Morning Brew, are recognizing this potential and tailoring their offerings to resonate with a digitally-savvy, game-loving audience. As the trend gains traction, it will be interesting to witness how other media entities adapt, innovate, and, possibly, elevate the entire industry standard.

Will games remain a key player in the media’s toolkit? Or will they go back into the background as another innovation takes center stage?

Only time will reveal the full impact of this evolution. But for now, we can sit back, play a game of Wordle, and watch the story unfold.

This article was originally published by The Newsletter Newsletter, the weekly newsletter that delivers deep dives, analysis, resources and more. Subscribe to receive insights and actionable tips to help you with your newsletter every Friday.

Their flagship newsletter, Sports News, reaches over 650,000 readers. It keeps you up to date on all things sports in less than 5 minutes, every Monday, Wednesday, Friday and Sunday morning.

They also have two other newsletters: Sports Biz and College Sports.

We’ll walk through some high-level flows for their flagship newsletter below

Key observations

• Branding that sticks: The GIST’s strong and recognizable branding permeates every aspect, creating a cohesive and memorable experience for readers.
• Newsletter-centric approach: Placing the email sign-up front and center on the homepage emphasizes the importance of building a strong subscriber base.
• Tailored insights: Thoughtful follow-up questions in the sign-up flow provide valuable audience insights, enabling more personalized content delivery.
• Expanding revenue horizons: By incorporating a job board, The GIST taps into new revenue streams while providing a valuable resource for readers and companies looking to hire.
• Personalization through surveys: Utilizing surveys throughout the subscriber journey allows The GIST to gather insights and tailor content to reader preferences, enhancing the overall experience.

Home page

One thing about The GIST that really stands out is their branding.

From the fonts to the colors, it’s… The GIST.

From the moment you land on the homepage to their email newsletters, it’s evident throughout. If you removed the logo, you could probably guess it was The GIST.

That’s some brand recognition!

The GIST cranks out content and covers a lot of different topics and sports around the world.

Some readers may or may not be subscribed to the newsletter, and choose to go to thegistsports.com and check the homepage for sports news.

When you land on the homepage, you’ll notice that their email newsletter sign up is front and center.

Not a “top story”, or an advertisement, but a way to sign up for their email newsletter. It’s one of the first things you’ll notice on the homepage.

There are eight total mentions of the newsletter, or ways to sign up, on their homepage from top to bottom. Six above the fold, and two in the footer.

Sign up flow

The GIST offers multiple ways to sign up for their newsletters on the homepage:

• The sign-up form is prominently displayed, front and center.
• The “Subscribe” CTA is located in the top-right corner.
• The footer also includes a sign-up option.

To sign up from the homepage, simply enter your email address.

You will be asked to provide your country, which is pre-filled, and you can optionally select your city. Once completed, you’re all set.

Clicking the “Subscribe” CTA on the homepage, in the footer, or through social media links redirects you to a comprehensive landing page where you can sign up for any or all of The GIST’s three newsletters.

Each newsletter has its own follow-up questions tailored to the content:

• The flagship newsletter asks for Country (pre-filled) and City.
• Sports Biz requests job title and organization.
• College Sports inquires about the conference of interest (e.g., SEC, PAC-12).

While this does add an extra step or two to the sign-up flow, it may deter some readers.

Finding the right balance is crucial. You don’t want to overwhelm subscribers with an extensive questionnaire.

However, gathering specific information, such as Conference preferences, can enhance the reader’s experience and provide more personalized content.

As a subscriber, if you can see the value in providing additional information, it may outweigh any slight inconvenience during the sign-up process.

This allows for better onboarding and insights from the outset.

It’s worth experimenting with the sign-up flow to find the sweet spot between gathering valuable insights and not overwhelming potential subscribers.

Although some subscribers may be pruned out due to additional questions, if it leads to a better reader experience, such as delivering stories based on Conference preferences, the readers that do take the extra five seconds will have a better experience.

Consider tailoring your sign-up flow to gather insights from subscribers while maintaining a balance in the number of questions asked and enhancing the overall reader experience. Finding this balance enables you to provide more personalized content and gain a deeper understanding of your audience right from the start.

Confirmation method

When signing up for a newsletter, you often encounter various methods to confirm your subscription, such as selecting the correct image to prove you’re not a robot or checking your email for further instructions.

After signing up for The GIST, you are presented with a confirmation message on the landing page:

“BTW! We just sent you an email. If you don’t see it, it might be hiding in your spam, junk or promotions folder. Feel free to add us to your address book to ensure our newsletter finds you every single time.”

Within a few minutes, a plain-text confirmation email arrives:

The email is plain-text, no branding, etc.

Once you click the provided link, you’ll receive a confirmation message, indicating that you’re successfully subscribed.

There are various ways to implement a confirmation process or verify opt-ins.

It can involve reCAPTCHA, clicking a link in a post-sign-up email, or even having a Sunset Policy to remove unengaged subscribers. The approach you choose depends on your preferences and goals.

The simplicity of a plain-text email with a clickable link is one effective method to consider.

Welcome email

~20 minutes later, you receive a Welcome email.

The email highlights:

• What you can expect to receive as a GISTer
• Why The GIST?
• Tips to ensure the newsletter lands in your inbox
• A prompt to share more about yourself through a short survey

The Welcome email serves is a great opportunity to establish expectations for subscribers and offer additional avenues for engagement.

Regardless of the specific content you choose to include in your Welcome email, one crucial aspect is the timing. Sending the Welcome email shortly after sign-up is key to making a positive first impression.

Depends on the day of the week

The flagship newsletter from The GIST is sent out every Monday, Wednesday, Friday, and Sunday.

Each send maintains The GIST’s theme and branding while incorporating unique elements.

For example, on Sunday’s it’s the “Sunday Scroll,” where they “dive deep into one timely sports topic.”

On Friday’s, they might include a “Weekend Watching” section to highlight what to watch over the weekend.

Here are some general sections we’ve noticed:

Monday

• Introduction
• Quote of the Day
• The Latest (1-2 topics)
• ~Odd and Ends (Quick links across various sports, etc.).
• Advertisement (Internal or External sponsorship)
• Quick Hits (Similar to Odds and Ends, featuring quick links across various sports, etc.)
• Advertisement slot (could be text-only highlighting a giveaway or an external sponsorship).
• The GIST’s picks
• Share The GIST (Referral program)

Wednesday

• Introduction
• Quote of the Day
• The Latest (1-3 topics)
• ~Odd and Ends (Quick links across various sports, etc.).
• Mid-Week Watching
• Advertisement slot (could be text-only highlighting a giveaway or an external sponsorship).
• The GIST’s picks
• Share The GIST (Referral program)

Friday

• Introduction
• Quote of the Day
• The Latest (1-2 topics)
• ~Odd and Ends (Quick links across various sports, etc.).
• Advertisement (Internal or External sponsorship)
• Weekend Watching (Friday specific)
• Text-only “advertisement”. This was a giveaway.
• The GIST’s picks
• Share The GIST (Referral program)

Sunday Scroll

• Introduction
• Quote of the Day
• The Scroll (Deep dive on the one timely topic). This might have subsections.
• Advertisement (Internal or External sponsorship)
• Subsections from The Scroll continue.
• The GIST’s picks
• Share The GIST (Referral program)

While there is a template or structure to the newsletters, The GIST adds variety to each send.

One consistent and notable section is “The GIST’s picks.”

The one consistent section that stands out is The GIST’s picks.

These picks cover various topics such as:

• What to eat
• What to read
• What to enter
• What to listen to
• What to subscribe to

Occasionally, this section includes a sponsored link, indicated by “*” and accompanied by a disclaimer.

When you start a newsletter, or as you send newsletters, you think about cadence.

Is it a daily newsletter?

What about a weekly newsletter?

Or how about an every other day newsletter?

As you explore this, think about how each send can bring value to the reader.

The GIST’s decision to deep dive into a topic on Sundays may be based on the assumption that readers have more time on Sundays to engage with a timely subject, versus on a Monday.

If you’re sending newsletters times a week, will each send be the exact same, or can you add something unique to the send?

For example, The GIST is consistent throughout the week with layout and tone, but they’ll do something unique within a section. Like The GIST’s picks.

It’s not the same category of picks each send, it’s always unique.

Sponsorships

The GIST demonstrates a thoughtful approach in aligning sponsored content with their readers. Just like they put a lot of thought into their regular content, they extend that approach to sponsorships.

For example, take this text-only ad featuring Wayfair:

Despite being an ad, it blends in with The GIST’s voice and tone, making it feel less like a traditional advertisement.

Incorporating sponsored content into your newsletter is a significant decision.

If you choose to do so, you may need to consider whether you want to edit the copy provided by the brands. This decision can sometimes feel like treading the line between editorial integrity and advertising.

Different news organizations have varying perspectives on this matter. Some draw a clear line between sponsored content and news, ensuring they don’t blur the lines.

For instance, the TNT crew emphasizes the “unsullied” nature of EJ’s Neato Stat of The Night, which has remained free from sponsorship since 1989.

Job board

Job boards in newsletters are becoming more common. And it makes sense.

Newsletters that have a deep understanding of their readers’ provide an excellent platform for companies to reach out to potential hires.

At The GIST, the Job Board is featured next to the Newsletter and Referral sections on their homepage:

They also mention the Job Board in the newsletter.

Introducing a Job Board can expand the revenue streams beyond sponsorships, and also serve as a valuable resource for readers.

When you have a strong understanding of your audience, it allows you to curate a job board that resonates with them. Just like a newsletter focuses on specific topics or areas of interest, a job board from a newsletter should be tailored accordingly.

Receiving a stream of random job listings from various businesses may not be as impactful. However, when thoughtful consideration is given to the selection of job postings, it can add significant value to the readers’ experience.

Surveys

Surveys play a significant role in understanding subscribers and tailoring content to their preferences.

The GIST incorporates surveys throughout the subscriber’s journey.

Even the questions during the sign-up process can be seen as a mini-survey, aiming to gain a deeper understanding of the readers.

~Day or so after signing up, The GIST sends out a new subscriber survey with seven questions:

• What gender do you identify with?
• How old are you?
• Zip/postal code.
• How would you rate your confidence in your sports knowledge?
• What’s your favourite sport to watch?
• Where did you hear about us?
• Why did you subscribe to The GIST?

On their Advertise page: “GISTers are the next decision makers”.

While not all specifics from the new subscriber survey are mentioned, you can see how the information gathered might impact their approach to sponsorships.

The GIST also includes a survey for those who unsubscribe:

Unsubscribe survey:

• Why did you unsubscribe?
• Feel free to expand or leave additional feedback.
• How would you rank your sports fandom?

It’s worth noting that the new subscriber survey varies between newsletters: Sports Biz, College Sports or Sports News.

For example, in the new subscriber survey for College Sports, they ask: “What college or university do/did/will you attend?”

When asking readers to spend time answering questions, it’s important to be thoughtful with the information sought. Surveys should serve a purpose, not merely for the sake of collecting data.

It’s refreshing to see that the new subscriber survey is unique to each newsletter, making it feel relevant and showing that extra attention is given to the process.

Surveys provide valuable insights and enable personalization of content based on the audience’s preferences. They also play a role in shaping sponsorships and ensuring alignment with readers’ interests.

Additional newsletters

While our deep dive focused on The GIST’s Sports News newsletter, we also mentioned their two other newsletters: Sports Biz and College Sports.

They also have a podcast!

It’s awesome how they’ve grown while maintaining the distinct branding and vibe of The GIST.

The GIST’s approach to launching new newsletters has been thoughtful and strategic. They have effectively tapped into specific niches within the sports world, like Sports Biz and College Sports, all while maintaining the overall vibe of The GIST.

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