The New York Times Launches Crossplay: A Game Changer in Digital Media
A Bold New Step
On Wednesday, The New York Times took a significant leap into the gaming world with the launch of Crossplay, its eleventh game and its first dedicated multiplayer experience. This wordplay contest combines the strategic challenges of games like Scrabble with the interactive vibe of Words with Friends. Not only does this launch mark a considerable milestone for the company, but it also reflects a broader trend in the media landscape where established news organizations are diversifying their offerings to engage wider audiences.
The Growing Influence of The Times’ Games Division
The Games division of The New York Times, established in 2020, has rapidly become a major player in the media industry. According to Joy Robins, the chief revenue officer of The Times, the Games division has surpassed other platforms in terms of ad reach within the newspaper’s portfolio. In 2025 alone, users solved over 11 billion puzzles on The Times’ gaming platforms, fueling the growth of its audience and attracting a diverse range of advertisers.
Robins envisions Crossplay as a game that “welcomes more of the population into The New York Times’ Games,” leveraging the social aspect of multiplayer play to draw in users who might not typically engage with traditional news content.
Disrupting the Traditional Media Model
With the success of its games, some industry observers humorously suggest that The New York Times has become a “games company with a side hustle in news.” While the publisher doesn’t officially embrace this label, the popularity of its Games division indicates a potential paradigm shift in how news organizations can monetize their platforms and attract new audiences.
Robins notes that Crossplay will be a standalone app, the first of its kind for The Times. This strategy serves multiple purposes, from facilitating specific game features to enhancing marketing efforts aimed at driving downloads and engagement.
Expanding Accessibility and Engagement
Unlike previous games that required a New York Times subscription, Crossplay only mandates a sign-up, removing barriers to entry for potential players. This accessibility aligns perfectly with The Times’ goal of broadening its reach outside traditional news consumption, targeting both dedicated readers and casual gamers.
Furthermore, Crossplay represents the fifth app in The Times family, joining flagship apps like The Athletic and Cooking. The reluctant approach to launching new apps reflects The Times’ commitment to creating valuable products while avoiding unnecessary clutter in the app marketplace.
A Shift Towards Mobile Gaming
The debut of Crossplay also signals a commitment to mobile gaming, contrasting the publisher’s historically print-centric roots. As media consumption increasingly shifts to mobile platforms, The Times seems poised to capitalize on this trend. By launching a gaming app designed specifically for discovery in mobile ecosystems, it distinguishes itself from the chaotic landscape of search advertising, which has become less reliable in today’s digital climate.
Social Engagement through Gameplay
Among the intriguing features of Crossplay is its integration of in-game chat and social sharing, encouraging players to involve friends and networks in their gaming experience. This social ecosystem is designed to promote organic growth and user acquisition, providing a seamless bridge between gaming and engagement with The Times’ content.
Innovative Revenue Strategies
In a bold move, Crossplay will be free to play initially, integrating in-game advertisements that are unique for a product originating from The Times. Players will begin encountering ads after seven turns, with subsequent ads appearing every three turns. This strategy aims to mirror the advertising models seen on popular platforms like TikTok and Instagram, creating an environment that feels familiar to users while also generating revenue for the publisher.
The partnership with J.P. Morgan Chase as the launch sponsor further indicates that The Times is exploring innovative advertising formats that align with contemporary user behavior and expectations.
Embracing Experimentation and Future Ventures
While it may be too early to say what impact Crossplay will have on The Times’ overarching business model, the game highlights a growing comfort with experimentation within the organization. If The New York Times can successfully navigate the complexities of standalone mobile game development, it might be encouraged to embark on even more ambitious projects in the future, broadening its portfolio and redefining its role in the media landscape.
Additional Industry Insights
Parallel to The Times’ gaming ventures, the media industry is witnessing other noteworthy developments. For example, The Daily Front Row was recently acquired by The Only Agency for a seven-figure sum, illustrating ongoing trends in market consolidation within niche media sectors. Additionally, BlueDot Media, launched by former Wired editor Gideon Lichfield, aims to assist tech and finance companies in establishing their own content platforms, showcasing the ongoing demand for brand journalism.
Meanwhile, Sports Illustrated has entered the FAST (free ad-supported television) channel arena, highlighting how traditional media continues to evolve in the digital landscape, competing with platforms such as YouTube for viewer engagement.
In today’s ever-shifting media landscape, the strategic choices made by outlets like The New York Times are setting the stage for a new era of reader engagement and revenue generation. Whether through gaming, innovative apps, or unique advertising methods, the future of news is being written in new and unexpected ways.
