As The New York Times (NYT) seeks to bolster its subscription base, the newspaper has set its sights on a new frontier: gaming. The paper has determined that longer play sessions in games could be a valuable component of its subscription drive, and is now investing in game developers and other related initiatives to make it a reality.
NYT is banking on the idea that, by providing access to longer play sessions in games, it can capture a new cohort of subscribers. The paper is investing in game developers to create games that will appeal to its current subscribers, while also drawing in new ones. To that end, the paper has launched a number of initiatives, such as investing in developing games, providing access to exclusive content, and offering discounts on subscription fees.
The paper’s foray into gaming is part of its larger strategy to diversify its subscription base. NYT has been steadily expanding its digital subscriptions since its first foray into the market in 2012. The paper now has more than 5 million digital subscribers, and is now looking to further capitalize on this success.
The paper is also looking to capitalize on the fact that gamers are more likely to be engaged with the material they consume. Compared to traditional media consumers, gamers generally spend more time and energy engaging with the content they consume. This deeper level of engagement is something that NYT hopes to leverage in its subscription drive.
By providing longer play sessions in games, the paper is hoping to attract subscribers who are already engaged with gaming and are looking for something new. According to NYT, “We’re taking our subscription model to the next level. We’re betting on the idea that longer play sessions in games can be a powerful driver of subscriber growth.”
The paper is also looking to supplement its gaming strategy with other initiatives, such as expanding its library of exclusive content and offering discounts on subscription fees. Ultimately, NYT is hoping that its gaming strategy will prove to be a winning formula for subscription growth. As the paper’s Chief Operating Officer Meredith Kopit Levien said, “We think this is the next level for us.”