Apple launches new emoji word game to take on Wordle and the NYT

The Verge

4 days ago

Ever since the New York Times acquired Wordle and went all-in on games, there's been something of a slow-brewing arms race in the space. The Times continues to release new games, and it's now up against intriguing competitors like Puzzmo, Netflix, The Atlantic, and even LinkedIn, while established games like Words With Friends have adjusted their offerings in response. Also in that mix is Apple News Plus, which just launched a game that's a bit like Wordle crossed with emoji.
It's called simply Emoji Game, and each day you're presented with three phrases, which have some letters filled in, but are mostly blank. There's a partial hint as to what the word or phrase is that you're trying to complete, and then a whole bunch of emoji at the bottom. The idea is to take the words or sounds the emoji represent and use them to fill in the blanks. So — and this is just an example I made up, so it's not a spoiler — you might be presented with SH_ _ _, and an emoji of an elf. Stick it in there and you have a 'shelf.'
It's a novel twist on word games, which have become ubiquitous online over the last three years. It's really forced me to use my brain in a different way, though I'm not sure if I enjoy it just yet. Maybe once it becomes a routine. That said, it's nice that there doesn't appear to be a fail state; when you guess wrong there's no real punishment, though the game does count the number of moves it takes you to complete each puzzle, so there is a competitive element. The most recent few puzzles are also free to play, so you can get a feel for it even if you don't currently have an Apple News Plus subscription. (It's currently available only in the US and Canada.)
The Emoji Game is a small daily diversion, and one that points to the fascinating innovation and experimentation happening in the word game space. After Wordle and the subsequent rush of clones, there hasn't really been a word game that has gone viral in the same way, and so designers are crafting interesting new twists on the formula to stand out. The idea is that you don't necessarily need one blockbuster hit, but instead a varied collection that will keep folks coming back daily. Puzzmo, for instance, has steadily grown since it launched, with everything from an accessible crossword to a weather-based take on sudoku. It just launched an experimental word game called Missing Link that's like an elevated take on word search puzzles.
As subscriptions continue to become an established part of modern life — no shade — these sorts of daily games have proven to be a successful retention tactic. Habits are hard to break, and that's especially true when they provide a brief, welcome respite in the form of clever word play. Or emoji.