Wordle popularity and NYT Games growth

Wordle, the word-guessing game created by Josh Wardle, continues to maintain a significant global presence following its acquisition by The New York Times.

Since the acquisition, the platform has implemented changes including the removal of the original puzzle archive in favor of a new Wordle Archive available specifically to NYT Games subscribers. The game also features a ‘Hard Mode’ for increased difficulty and remains a subject of strategic gameplay, with players utilizing specific starting words to solve daily puzzles.

As of September 2026, the NYT Games division has reached approximately 8.5 million daily active users, driven by titles such as ‘Wordle’, ‘Crossword’, and ‘Connections’. The division utilizes a subscription-based monetization model to maintain a ‘premium’ feel and brand prestige, rather than relying on aggressive advertising. While this strategy of using static banner ads instead of high-frequency video ads potentially foregoes an estimated $140 million in annual advertising revenue, the gaming suite serves as a strategic funnel to drive subscriptions for the company’s core news products.