We can all see how big tech corporations have utilized short, algorithmic videos in TikTok-like styles to engage users (and benefit from their short attention spans), but have you noticed the subtle incorporation of games as well?
The New York Times’s Wordle Announcement (https://www.nytco.com/press/wordle-new-york-times-games/)
It started with the viral success of Wordle. When Josh Wardle released Wordle in October 2021, who knew something so simple could get people so hooked? Just a few months later, in January 2022, The New York Times bought the game, catapulting their rise to The New York Times Games.
They have been publishing their daily crossword puzzles since 1942. However, their new games, like Wordle, Connections, Strands, and more, have captivated people. This is likely due to the games being more accessible via their mobile app, the short amount of time it takes to complete them, and being able to share results with friends. Now, you can hear conversations starting with “Did you do the Wordle today?” or “The Connections categories are so hard today”. Becoming a part of people’s daily routines via games has allowed The New York Times to leverage technology in a whole new way, enhancing their engagement with a broader audience. 🪄
Netflix’s Gaming Section in their app (https://about.netflix.com/en/news/let-the-games-begin-a-new-way-to-experience-entertainment-on-mobile)
Now, other companies are trying to capture users’ attention in the same way. Netflix, shortly after the release of Wordle announced that they would be incorporating games into their streaming platform. Shifting from sharing and producing blockbuster movies and award-winning TV shows to launching random spin-off games of their original series (and Grand Theft Auto?) was an odd move for the company. An article for CNBC writes, “Netflix said that games are a strategy to keep subscribers engaged in between seasons of their favorite shows, such as “Stranger Things,” which has been adapted into two games”.
Although less than 1% of Netflix users regularly play the games, Netflix seems to be committed. They even recently hired Alain Tascan as the new president of their gaming division, who previously served as executive VP of game development at Epic Games. While their vision may not have fully come to fruition yet, it reflects their broader aim to keep audiences engaged across multiple forms of entertainment. 🎬
LinkedIn’s 3 Games: Queens, Pinpoint, and Crossclimb (https://www.linkedin.com/games/)
There is a company that is not at all related to entertainment, yet is still implementing games… LinkedIn.
LinkedIn VP, Daniel Roth, explains in his post, “We want to give people a way to exercise their brains while taking a quick break, but also give people a reason to connect with others. We hope that these games spark banter, conversations, and even a healthy bit of competition among professionals around the world”. Perhaps next time you want to bond with your coworkers, or even a recruiter, you could send them a quick game of Pinpoint, Crossclimb or Queens!
But let’s be honest… who will actually be using these games to connect with mutuals? Though LinkedIn has the right goal of encouraging users to form more connections, it fails to realize that it is simply not the place that people will go to for casual entertainment and socialization. In fact, LinkedIn is probably a source of stress for many college students and young adults who are hunting for jobs and internships 🥲.
Netflix is already a platform for entertainment, so their trajectory towards games at least makes sense, and The New York Times has had daily games like the Crossword for decades. Playing games on LinkedIn, on the other hand, feels like a violation of work-life balance. 😪
As we continue to see the lines blur between work, entertainment, and social connection, it seems that games are no longer just a hobby. Companies across industries—from streaming giants like Netflix to professional platforms like LinkedIn—are experimenting with gamified experiences to engage their users in fresh, interactive ways, which may become an integral part of marketing strategies in the modern digital age.
While some efforts may feel experimental or even extremely out of place, it’s clear that the incorporation of games is something that large corporations are willing to invest in. Will more industries follow suit, or will this gaming trend evolve in an unexpected way? 🎯