The New York Times Rolls Out a New Puzzle to Fuel Its Rapidly Expanding Audience

Tiles, out today, is the third creation from the company's Games Expansions Team

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

More than 75 years ago, The New York Times finally accepted that puzzles weren’t a waste of time for readers and it became the last New York daily newspaper to put a crossword in its paper. Now, the publication is leaning even deeper into the category with a new game, called Tiles, that the company went live with today.

While the paper added the crossword to give readers a diversion from hard news after World War II, Tiles is intended to be a low-stakes game to help users relax and wind down, offering them what game designers hope will be an appealing, “not too stressful” puzzle, said Sam Von Ehren, the Times’ gamemaker.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in