The New York Times Games Advertising Is More Than an Awareness Machine

With millions of daily users and news nowhere in sight, the publisher taps new advertising categories

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The New York Times has expanded its stable of puzzles to nine since acquiring hit game Wordle for a seven-figure sum two years ago. Since then, the publisher has also added homegrown hits like Connections, and slowly introduced advertising across the various gaming surfaces. (There are still no ads in the Games or flagship apps, although they are coming).

While Games is a powerful tool for awareness-based campaigns due to its popularity and daily habit-forming nature, it is proving successful at driving lower-funnel tactics.

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