--- title: The ‘Wordle’ glow up, explained - The Hustle description: The New York Times is making big moves to take Wordle to the next level. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1442361062-HS-News-Brief_2022-08-31T230330.635Z.webp --- # The ‘Wordle’ glow up, explained ![Samir Javer](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Samir Javer](https://hs-sbup.thehustle.co/author/samir-javer) [Samir Javer Twitter profile ](https://twitter.com/samir_javer) Published: September 01, 2022 Updated: October 11, 2023 *The New York Times*’ bet on games is paying off. ![The ‘Wordle’ glow up, explained](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1442361062-HS-News-Brief_2022-08-31T230330.635Z.webp?width=595&height=400&name=1442361062-HS-News-Brief_2022-08-31T230330.635Z.webp) Just seven months after acquiring “Wordle” in a deal in the “[low seven figures](https://thehustle.co/05052022-wordle/),” the *Times* has already brought in an “unprecedented” tens of millions of new users. #### **The *****Times*****’ gaming subscription…** … saw a record Q2, as Wordle players discovered other games, like “Spelling Bee,” “Sudoku,” and “Letter Boxed.” - Alex Hardiman, *NYT*’s chief product officer, [says](https://www.axios.com/2022/06/14/nyt-ceo-15-million-subscribers-2027), “multiproduct subscribers pay the most and retain best.” By bundling games and cross-promoting subscriptions throughout the Wordle experience (like showing ads after games), *NYT* has boosted its core offering, making it more attractive to subscribers. Case in point: digital multiproduct subscribers [increased](https://www.thewrap.com/new-york-times-q2-earnings/) 26% in Q2. #### **But that’s just the beginning** Since the acquisition, *NYT* has made a series of other moves with “Wordle,” including: - Integrating “Wordle” into its Crossword app last month. - Partnering with Hasbro on “[Wordle: The Party Game](https://www.wordlethepartygame.com/),” a board game dropping in October. - Launching [WordleBot](https://www.nytimes.com/interactive/2022/upshot/wordle-bot.html), a tool that helps players train their word-guessing skills. While “Wordle” is still free, the *Times* has [hinted](https://www.theguardian.com/games/2022/feb/02/will-wordle-remain-free-new-york-times-buyout-paywall-ads) it might make the game exclusive to subscribers — at which point we expect many players will C-H-U-R-N. 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