The New York Times is bringing Wordle to NBC as a televised game show
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From Mobile Screens to Primetime
The New York Times is attempting to translate the solitary, viral nature of Wordle into a communal television experience. In a joint announcement on Monday during the 8:00 a.m. broadcast of the Today show, the publication and NBC revealed that the hit word game is being developed into a full-scale televised game show.
The project, which has reportedly been in development for roughly two and a half years, will be hosted by Today anchor Savannah Guthrie. Jimmy Fallon, host of The Tonight Show, is joining forces with The Times as a production partner, signaling a high-profile attempt to merge digital gaming culture with traditional network broadcasting.
For the New York Times, this isn’t just about entertainment; it is a strategic expansion of the NYT Games ecosystem. Since acquiring the game from Brooklyn-based software engineer Josh Wardle in January 2022, the publication has used Wordle as a primary acquisition funnel to draw millions of non-traditional news readers into its digital subscription orbit.
The Challenge of Translating ‘Slow’ Gaming to ‘Fast’ TV
The core appeal of Wordle has always been its pacing—a single puzzle a day, a quiet moment of deduction, and the satisfaction of a shared social media grid. However, NBC is describing the upcoming show as “fast-paced” and a “great family game.” This suggests a significant departure from the meditative quality of the mobile app.
Converting a game based on elimination and careful thought into a high-energy TV format presents a unique production challenge. Whether the show will stick to the classic six-guess format or introduce complex modifiers to create televised tension remains to be seen, but the shift toward a more kinetic experience is a necessary pivot for the medium. Television demands spectacle and urgency, neither of which are inherent to the original Wordle experience.
Gaming as a Growth Engine
This venture marks the first time The New York Times has collaborated with a TV broadcaster for an entertainment-based program. It reflects a broader institutional shift as the company continues to diversify its revenue streams. While its digital news subscriptions remain the bedrock of the business, the “Games” vertical has become an unexpectedly powerful engine for growth.
The numbers justify the aggression. According to NYT Games, users engaged with more than 11 billion puzzles across their portfolio last year, a significant jump from the 8 billion recorded in 2023. By moving Wordle into the living room via NBC, the Times is effectively treating the game as a lifestyle brand rather than just a software product.
The Road to Production
NBC is expected to begin filming episodes this summer. The network is already in the process of scouting for contestants, though the specific criteria for participants—whether they be Wordle enthusiasts or general trivia buffs—have not yet been detailed.
The move mirrors a wider trend of “gamifying” media properties to maintain relevance among younger demographics who may not engage with a traditional newspaper but will spend hours on a puzzle app. As print revenue continues its long-term decline, the transition from a news organization to a multi-platform media entity—leveraging the viral power of a simple word game—is a calculated bet on the future of digital culture.
