The New York Times has bought Wordle for over $1 million, sparking fears that the game will soon be locked behind a paywall. Wordle has garnered massive success in 2022, with millions of players logging on each day to solve the daily word puzzle. The rapid success can be attributed to Wordle’s simplistic gameplay and engaging social features, which allows players to share their results without spoiling the five-letter answer. Despite the game’s viral success, the game’s creator, Josh Wardle, previously promised that Wordle would remain void of ads or monetization.
Wardle said that he wanted the simplistic word game to remain fun and free, unlike many other free-to-play games with features trapped behind paywalls. He also claimed that he had no interest in selling player data or incorporating a subscription plan to play the game, nor would he add the ability for players to purchase additional guesses. This mentality is contradictory to many games like Wordle, which either include ads or in-app purchases. Many Wordle copy-cats have already entered the market, with their developers quickly monetizing them. This pattern frustrated players, many of whom were looking for Wordle alternatives after finishing their daily puzzle.
As shared by NYTimes Wordplay on Twitter, The New York Times has bought Wordle, adding the viral word game to its repertoire of smart games. Wordle was purchased from Josh Wardle for a price “in the low seven figures” according to The New York Times, though the company claims the game will initially remain free for new and existing players. That being said, the $1 million purchase is worrying Wordle fans, with many believing The New York Times will eventually monetize the word game or hide it behind a subscription, like its other smart games.
NYTimes Wordplay includes Letter Boxed, The Crossword, and The Mini, all of which are included with a $5 per month subscription. Considering Wordle’s recent viral success – rising from 90 users in early November to millions of daily players by the end of January – it’s not a surprise that a big company would want to capitalize on the game’s success. The New York Times has previously revealed its goal to increase its digital subscribers to 10 million by 2025, and incorporating Wordle’s player base would be a strategic move to accomplish it. While the company promised to keep Wordle monetization free for the time being, it’s unlikely that the company will keep it free forever. Wordle may soon be hidden behind a paywall or be monetized in some way after the million-dollar purchase.
Many Wordle players will likely be unhappy with the game’s monetization, however many free-to-play games become monetized after a while. Free AAA games like Halo Infinite include premium Battle Pass rewards and smartphones apps or browser games are often filled with ads, have purchasable features, or include subscription services that enhance the game in some way. The most likely outcome is Wordle will join NYTimes Wordplay’s subscription service, though The New York Times has not made any comment on how or if it will monetize the game.
