675. Has the New York Times Become a Games Company?

In this episode of Freakonomics Radio, Stephen Dubner explores the surprising transformation of The New York Times into a major player in the global games industry. The conversation begins with a philosophical reflection on play and games as essential human activities, drawing on insights from game designer and NYU professor Eric Zimmerman. He argues that the 21st century is a 'ludic century'—a time when games, as systems of meaning and interaction, are reshaping culture, media, and even our understanding of value. The episode then shifts to the New York Times, once famously dismissive of games (even calling crossword puzzles a 'sinful waste'), now one of the world’s largest publishers of digital games. Through interviews with Alex Hardiman, Chief Product Officer, and Jonathan Knight, SVP of New York Times Games, the show reveals how the Times pivoted from a print and ad-first business to a subscription-driven model, with games like Wordle, Connections, and Crossplay serving as powerful drivers of engagement and growth. The success of Wordle—acquired from creator Josh Wardle in 2022—became a viral phenomenon that turbocharged the entire games division. The Times emphasizes 'time well spent' over addictive design, focusing on human-made, elegant, and meaningful gameplay that respects users. The episode also examines the ethics of gamification, with Zimmerman cautioning against reducing games to mere points and streaks, arguing instead for preserving the soul of play. Ultimately, the Times isn’t becoming a games company—it’s a news organization using games as a gateway to deeper engagement, curiosity, and joy.