The New York Times has introduced a new puzzle game called "Connections," which has quickly gained popularity among its readers. Following a successful summer testing phase, "Connections" has become the Times' second-most played game, trailing only behind the widely popular "Wordle." This new addition to the Times' portfolio of games is now available in the Games app and under the Play tab in the news app.

"Connections" is a word association game that presents players with 16 words and challenges them to group them into four different categories. Players have four chances to solve the puzzle before losing. The game was developed over a year, with the idea conceived during a "Game Jam," a creative event where developers collaborate intensively to create new concepts. After refining the idea, "Connections" was launched in beta in June, initially accessible through search or within the menu of other games. It quickly became an instant hit, attracting millions of players weekly.

Jonathan Knight, head of Games at the Times, emphasized the game's accessibility and editorial focus. He noted that "Connections" is "very approachable, and it’s very easy to understand." The game's design is also one of the Times' "most editorially driven games," with the editor intentionally selecting words that might appear to be grouped together but are actually unrelated, adding a layer of challenge for players.

The success of "Connections" highlights the growing importance of games in the Times' strategy to boost revenue beyond traditional advertising. Subscription revenue from digital products increased nearly 7% to $409.6 million in the second quarter of this year, while advertising revenue remained flat. The Times currently has 9.1 million digital-only subscribers. The popularity of games like "Wordle" has had a positive impact on other games, with players experiencing record growth over the last year.

Looking ahead, the Times plans to continue expanding its games offerings. The dedicated Games app is set to undergo a redesign to provide a more cohesive gaming experience. Additionally, the Times is exploring more beta testing of new ideas to keep its games portfolio fresh and engaging for its audience.