WHY GAMES?
Great journalism earns attention. Games build habit.
The Republic gives readers stories and ideas worth spending time with. But long-form journalism has a natural rhythm: you read something, finish it, and leave. Your next visit depends on another story bringing you back.
A daily game creates a different rhythm. There is always something new to play tomorrow.
BUILD THE DAILY HABIT
11.2 BILLION+
NYT Games plays in 2025.¹
Games give a publication a simple but powerful thing: a reason to return every day.
That matters on weekends too. The Republic’s publishing rhythm doesn’t necessarily give readers a new reason to visit seven days a week. A daily game does.
Monday to Sunday. There is always something to come back for.
KEEP READERS COMING BACK
73–75%
lower subscriber churn
Nine found that premium Sydney Morning Herald subscribers who developed a crossword and Sudoku habit were 73–75% less likely to cancel. Puzzle players also visited more frequently and spent longer with its products.²
Repeated engagement builds familiarity. Familiarity builds loyalty.
Journalism gives readers something worth knowing. Games give them a reason to make the publication a habit.
A NEW WAY IN
Not everyone who could enjoy The Republic will begin with a 5,000-word essay.
A five-minute puzzle creates a smaller point of entry: easy to try, easy to share and easy to return to.
Come for the game. Discover The Republic.
MORE WAYS TO CREATE VALUE
Games can create new opportunities for subscriptions, advertising and sponsorship. They can also strengthen the value of the publication itself by giving subscribers more to return for.
At The New York Times, digital-only subscription revenue reached $1.43 billion in 2025, with growth driven by bundle and multiproduct subscriptions, which include Games.³
Games can be a product. They can also make the larger product stronger.
STAND OUT
Games give a publication another way to express its personality.
The games themselves don’t all have to be about journalism. Some can connect directly to The Republic’s stories and illustrations. Others can simply challenge, surprise or delight.
Together, they create an experience readers can associate with The Republic beyond reading alone.
A publication can be known for what it publishes. It can also be known for what it makes.
WHY THE REPUBLIC?
Atlas and Minim already extend The Republic into new products and experiences. Games opens another space: play.
A place to play.
A new way in.
A reason to come back tomorrow.
