"Wordle brought an unprecedented tens of millions of new users to the Times, many of whom stayed to play other games which drove our best quarter ever for net subscriber additions to Games," said CEO Meredith Kopit Levien in the earnings release from May. Subscription revenue from digital products increased 26.3% in the first quarter from a year ago, to $226.8 million, encompassing more than 40% of overall sales. Purchasing Wordle helped boost the number of digital subscriptions for the newspaper as it aims to diversify its revenue beyond advertising. "We are thrilled about the collaboration." Transforming Wordle into board game helps the Times' keep its "existing audience engaged with Wordle, and also introduces Wordle to all new audiences," Jonathan Knight, head of games for the Times, told CNN Business. The New York Times bought Wordle for "low seven figures" in January 2022, joining its growing portfolio of online games that also includes the Crossword, the Mini and Spelling Bee.
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Josh Wardle, a Brooklyn-based software engineer formerly at Reddit, released the online game in October 2021 and it quickly became a cultural phenomenon. "We know those games are played by a slightly older audience, young adults and adults, but we want to make sure there's a way in for the younger players because we know many families like to connect over games," he added. Also included is an official word list to use, compiled by the Times.Īlthough it's a family game, Biehl said Hasbro expects the demographic "leans toward a slightly older audience" mirroring its other word games like Scrabble and Boggle. The board game contains dry-erase boards and markers as well as protective partitions to prevent cheating and green and yellow tiles for hints. The fewer tries a player needs, the fewer points they score - and the player with the fewest points at the end of the game wins. Scoring is similar to how the online version encourages players to get the word in the fewest amount of guesses. They're social experiences, so it's a way to share, connect and create memories," Biehl said. "We know people love to have game night and have their friends over to play games. Perhaps the most significant difference from the online game is the team version, which has two people playing off a single board versus another team and guessing the word their opponent has picked. The timed and fast versions limit the amount of time players have to make their guesses. The host uses the colored tiles to place over the letters to indicate what's correct. The classic version pits players against each other as they try to guess the letters in the word assigned by the "Wordle Host." Players take turns as the host, and each round ends after six tries - unless the correct word is guessed. In the board game edition, four different versions are available to play: fast, timed, teams and classic. "Wordle: The Party Game" maintains the hallmark of Wordle's game play, which gives players six chances to guess a five-letter word with the assist of some colour-coded clues (yellow if the letter is correct but in the wrong place and green if the letter is in the correct spot). It will be sold on Hasbro's website, Target, Amazon and Walmart at a suggested price of US$19.99.
Pre-orders begin Thursday ahead of the game's October 1 release. "It's been a fun partnership to work with them on this."
"We start with what we're trying to achieve," Biehl said, including being "authentic to the Wordle experience as much as possible because we want to capture what got consumers really interested in the game."Īdditionally, the team aimed to match "the quality of what the the Times is known for," Biehl said.
Hasbro's gaming studio created many versions of the game before landing on the one that's being released. The new title fits into the company's pop-culture portfolio of games, including Monopoly editions based on "Bridgerton" and "Stranger Things." Hasbro is paying the Times a licensing fee to use Wordle. "Wordle: The Party Game" is one of Hasbro's fastest launches, Biehl said, as it took the team less than a year to create it. "That's when we knew that there was something special about it." how much fun people were having posting the results on social media," Biehl said in an exclusive interview with CNN Business. Hasbro approached the New York Times to make a party game after noticing how popular Wordle had become online, according to Hasbro Gaming's Senior Vice President and General Manager Adam Biehl. Hasbro is partnering with the New York Times, which owns the popular online word puzzle, to create "Wordle: The Party Game." The new board game "delivers classic Wordle gameplay, but now in an all new way," the companies said in a press release. Wordle is jumping from the P-H-O-N-E to the B-O-A-R-D.
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