Q: Why should publishers consider using puzzles as part of their content strategy?
A: Puzzles have always had a dedicated, loyal user base, but were sometimes seen as old-fashioned or too nerdy for a mainstream audience. But over lockdown, there was a big shift in both the popularity, and the ways that people would consume puzzles. In those uncertain times, many found comfort in the purity of a carefully constructed cryptic crossword, or a fiendish sudoku puzzle.
This coincided with a number of publishers and puzzle suppliers vastly improving their digital puzzles services, making for a far superior user experience.
Around that time, we also saw the huge rise in the popularity of Wordle, which the New York Times went on to acquire. NYT continued to invest in Wordle and added many other puzzles to their range which has proved to be hugely successful for them in terms of driving subscriptions.
It also means that the sort of people who once looked down their noses at puzzles are now keen to share their streaks with Wordle, etc. So it’s clear that having the right puzzles strategy can prove fruitful for publishers.
Q: What are the secrets of a successful puzzles strategy?
A: It all starts with having great puzzles content and combining this with habit-forming mechanics in order to maximise reader engagement.
Q: What puzzle trends do publishers needs to be aware of?
A: One of the key trends is the gamification of puzzles, particularly streaks and leaderboards. In terms of types of puzzles, there seems to be more of an interest in topical puzzles and quizzes, and also bespoke, themed puzzle content. But for many of the big publishers, having a very extensive range of puzzles is the key, as the more puzzles there are, the longer that user will stay on an app or website. In fact, people will spend considerably longer playing games and puzzles than reading a news article.
Q: Which puzzle formats perform best?
A: Aside from Wordle, the old favourites – particularly crosswords and sudokus remain the most popular puzzles. In addition to this, the humble codeword puzzle, once only to be seen in puzzle magazines, is also thriving. We have also seen a renewed interest in brain training or IQ style puzzles.
Q: How do publishers decide which puzzles are right for their audience?
A: This starts with a publisher knowing and understanding their audience and using that information to inform these choices. There are many puzzle specialist suppliers who can advise a publisher on this very issue. If the publication already runs puzzles (for example in print), that can also be a good starting point.
Q: What are the hallmarks of a great puzzle?
A: Making sure a puzzle is accurate, engaging and a concept that is straightforward to grasp are all key elements to making a puzzle great. But I would refer back to the previous question about a puzzle suiting its audience, as there is certainly an element of subjectivity depending on personal preference. Some puzzle users are fanatical about cryptic crosswords, but cryptics might leave another person completely cold. A puzzle themed around celebrities and gossip might also be perfect for one person, but totally dull to another.
Q: What’s in the pipeline from PA Media?
A: At PA Media, we are planning some more improvements to the functionality of our puzzles, along with adding several new puzzles to our range.
About us
PA Media is the national news agency for the UK and Ireland, supplying verified news, data and visual content to publishers, broadcasters, and brands. Part of PA Media Group, we provide a comprehensive range of services spanning live news, video, photography, data and digital solutions. Combining journalistic expertise with technology to deliver accurate, real-time information across multiple platforms, our portfolio also includes entertainment and interactive products such as digital puzzles, designed to support audience engagement, retention, and growth. PA Media operates at the centre of the UK and Ireland’s media ecosystem, connecting trusted content with diverse audiences.
Email: info@pa.media
Web: pa.media
