The New York Times turns to games to increase subscriptions

The New York Times, which has been publishing crossword puzzles daily since 1942, is trying to capture new subscribers through online games, according to US magazine Digiday.

Its strategy is to offer users the option to pay for a game-specific subscription or a full New York Times editorial subscription to access higher levels.

“In recent weeks, we’ve certainly seen evidence that when we give people the choice between the game subscription or the New York Times bigger package, people get the package,” said Jonathan Knight., Head of The New York Times games.

The newspaper also wants to make an advertising inventory of the games. The New York Times has started experimenting with collaborations with brands like Hasbro.

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