The New York Times is expanding its digital puzzle empire with the launch of “Crossplay,” a new Scrabble-inspired game designed to replicate the viral, time-efficient engagement of hits like Wordle and Spelling Bee.
The Philosophy of Snackable Gaming
Jonathan Knight, head of games at The New York Times, explains that the success of their portfolio lies in creating “snackable” experiences. “Games like Spelling Bee and Wordle found a way to take the magical ‘solve a puzzle’ feeling and create a very mainstream, quick version that works well on your phone,” Knight told TechCrunch. “It’s very shareable with friends and family, and it’s very respectful of your time. You can decide to do it in the morning, or at night before you go to bed, and then move on with your day.”
Massive Engagement Metrics
The data underscores the scale of this puzzle-gaming phenomenon. According to The New York Times, Wordle recorded 4.2 billion plays in 2025, while the category-based puzzle Connections reached 1.6 billion plays.
This trajectory aligns with the vision of original Wordle creator Josh Wardle. Before the game was acquired, Wardle noted that “people have an appetite for things that transparently don’t want anything from you.”
Maintaining the Viral Connection
While The New York Times operates as a publicly traded company rather than an indie developer, Knight maintains that the spirit of these games remains intact. Even as the initial viral craze surrounding Wordle has leveled off, the daily habit has proven remarkably sticky.
“The share rate on Wordle — the percentage of users that share every day — has not changed since we acquired the game,” Knight said. “It’s a really cool way to bring people together. We even see the Pope talking about his Wordle, sharing with his brother.”
What to Expect from Crossplay
With the introduction of Crossplay, the development team aims to translate that same “quiet simplicity” into a new social format. By focusing on accessibility and ease of use, the goal remains consistent: enable users to jump into a game with friends and family without demanding a significant time commitment, fitting seamlessly into their daily routines.
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