When Wordle took off in the summer of 2021, it was impossible to ignore. And though solving it daily is not as mainstream today, other daily word puzzles have taken its place—becoming even bigger pop culture goalposts. Now, The New York Times has a monopoly on morning puzzles among Gen Z and Millennials with games like the Mini Crossword, Connections, Spelling Bee, Strands, and still, Wordle. The phenom of solving them each morning has become a community event on social media, where TikTok creators dedicate their entire platform to posting their process, and comments are flooded with each viewer’s own thoughts on that day’s puzzle. This genre of content can also make for some pretty great jokes, which have naturally turned into their own category of relatable content for daily players. On TikTok alone, a search for “NYT Connections” or similar phrases will yield upwards of 45M results. And with the number of fans these games have—even more if you count in non-NYT games—brands can connect with the...
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