LinkedIn Enters the Gaming Business: What You Need to Know

LinkedIn, the popular professional networking platform, has recently made a surprising move by entering the gaming business. Now, users can enjoy playing three different games on the LinkedIn mobile app or desktop. This new feature aims to engage users and provide them with a unique way to connect and compete with their professional networks.

Introducing the Games

The three games available on LinkedIn are Pinpoint, Queens, and Crossclimb. Each game can be played once per day, and after completing a session, users can access various metrics such as high scores, daily streaks, and leaderboards. These games can be found under the LinkedIn News and My Network section on desktop or the My Network tab on mobile.

1. Pinpoint

Pinpoint is a word association game that challenges players to guess the category that a group of five words fits into. The words are revealed on a timer, and the objective is to guess the category using as few words as possible. This game tests players' vocabulary and critical thinking skills.

2. Crossclimb

Crossclimb combines trivia with clever wordplay. Players are given a clue for a word, and using that word as a starting point, they must create a ladder of words. Each subsequent entry on the ladder should be just one letter off from the previous word. Arranging the words correctly reveals the clue to guess the locked entries on the ladder and win the game. Crossclimb is a game that challenges players' knowledge and ability to think laterally.

3. Queens

Queens is a unique puzzle game inspired by sudoku. However, instead of numbers, players must strategically place queens on a grid. The goal is to ensure that no queens touch each other, and there is only one queen in each row and column. Queens is a game that tests players' problem-solving and spatial reasoning skills.

The Rise of Gaming in Digital Content

LinkedIn's decision to venture into the gaming market is not surprising considering the current landscape of digital content businesses. With ad revenue shrinking and competition from platforms like Google, finding new ways to engage users and generate revenue has become essential. Incorporating gaming content has proven to be a successful strategy for many businesses.The New York Times, for example, experienced tremendous success with its games, which were played over 8 billion times last year. Wordle, a popular guess-the-word game acquired by The New York Times in 2022, accounted for more than half of those plays. The Times offers subscription packages for its games, allowing users to access them individually or as part of a larger content bundle. This approach has helped the Times retain subscribers and grow its user base.Other media organizations, such as Hearst, have also embraced the gaming trend. Hearst acquired Puzzmo, a puzzle game platform featuring games like SpellTower and Really Bad Chess, to diversify its offerings and engage its audience.Even streaming giant Netflix has entered the gaming market, expanding its services to include exclusive mobile versions of popular games like Hades and Sonic Mania Plus. This move allows Netflix to provide its subscribers with additional entertainment options and further monetize its platform.

The Strategy Behind LinkedIn's Games

LinkedIn's decision to introduce games into its platform is not driven by immediate revenue. Instead, it aims to enhance user engagement and strengthen professional relationships. By offering games, LinkedIn provides users with a fun and interactive way to connect with others in their networks.Users can compete with their connections, compare high scores, and even see who else in their network has played the games. This gamification of the platform encourages users to spend more time on LinkedIn, fostering deeper connections and increasing user retention.Lakshman Somasundaram, LinkedIn's product director, stated, "It’s time we turn over a new leaf in how we deepen and reignite relationships at work, and put fun at the heart of it." This statement reflects LinkedIn's commitment to providing a more engaging and enjoyable experience for its users.

Conclusion

LinkedIn's entry into the gaming business is a strategic move to enhance user engagement and strengthen professional relationships. The introduction of games like Pinpoint, Queens, and Crossclimb provides users with a unique opportunity to connect and compete with their networks in a fun and interactive way.The success of gaming in other digital content businesses, such as The New York Times and Hearst, has demonstrated the potential for revenue growth and user retention. By incorporating games, LinkedIn aims to deepen user connections and increase the time spent on the platform.As the gaming industry continues to expand and evolve, it will be interesting to see how LinkedIn's foray into gaming develops and whether it becomes a significant revenue stream for the platform.