LinkedIn’s Unexpected Success: How Games Are Boosting Engagement and User Retention
In a surprising move, professional networking platform LinkedIn, owned by Microsoft, has seen a significant boost in engagement thanks to the introduction of its own line of casual games. Initially known as a platform for professional connections and job recruitment, LinkedIn’s foray into game development shows a strategic effort to increase user retention and create a more engaging platform beyond traditional networking features. The success of its logic puzzles, like the popular “Queens,” is prompting LinkedIn to roll out its fourth game, “Tango,” highlighting its commitment to innovative and interactive content.
Key Takeaways: LinkedIn’s Gaming Gamble Pays Off
- LinkedIn, the professional networking giant, is experiencing unexpected success with its newly introduced casual games.
- Its logic puzzle game, “Queens,” has become incredibly popular, leading to significant increases in user engagement and time spent on the platform.
- This strategic move by Microsoft, LinkedIn’s parent company, mirrors the successful gaming strategies employed by other giants, like The New York Times with Wordle.
- The launch of a new game, “Tango,” further solidifies LinkedIn’s commitment to integrating games into its user experience.
- These games are not revenue-generating but aim to boost user engagement, potentially improving the platform’s advertising and recruiting services.
The Rise of “Queens” and the Launch of “Tango”
The unexpected success story began with “Queens,” a logic puzzle introduced two months ago. Marketing executive Emily Ritter describes it as “a fun brainteaser,” a relaxing yet engaging activity that fits seamlessly into her busy workday. This sentiment is echoed by many LinkedIn users who have embraced the game. The positive reception of “Queens” isn’t merely anecdotal; its popularity has translated into significant engagement metrics for LinkedIn.
Building on this success, LinkedIn is launching its fourth game, “Tango,” further demonstrating its commitment to interactive content. Unlike “Queens,” “Tango presents players with a grid where they need to fill squares with suns or moons based on specific rules. This expansion shows LinkedIn’s intent to not just deliver one hit but to establish a viable space for casual games within its platform.
The Strategic Rationale Behind LinkedIn’s Gaming Strategy
While LinkedIn consistently ranks among the top 100 apps in the US, it lags behind other social media platforms, such as TikTok, Reddit, Snapchat, and Meta’s Facebook and Instagram in terms of engagement and daily active users. This new approach to integrating games suggests LinkedIn recognizes the need to offer more engaging content to retain users and increase time spent on the platform. Games, suggests LinkedIn Editor-in-Chief, Daniel Roth, present a “way to do something relaxing, but in an engaging way,” and, hopefully, a way to improve networking amongst its users.
Microsoft, having acquired LinkedIn for $27 billion in 2016 and with an already robust gaming business generating $22 billion yearly, possesses the experience and resources to effectively integrate games into the professional network. This strategic move underscores Microsoft’s understanding of the power of in-app gaming in driving user engagement, exemplified by the success of its Xbox console and its recent acquisition of Activision Blizzard.
Learning from The New York Times’ Success
The New York Times’ successful integration of games, most notably the wildly popular Wordle, provides a compelling case study for LinkedIn. The word game’s acquisition resulted in “tens of millions of new users and added subscribers,” demonstrating the potential for game integration to expand a platform’s reach and user base. LinkedIn’s approach appears influenced by this clear demonstration of success, as they’ve adopted a similar strategy in building engagement from puzzles, rather than just following a trend.
The “Queens” Phenomenon: Daily Challenges and Community Engagement
Joe Weinman, a former AT&T executive, embodies the dedication of “Queens” players. His 46-day streak (interrupted by a single missed day) illustrates the addictive nature of the game, transforming his weekly LinkedIn usage into a daily ritual. He boldly declares, “I’d sooner give up my left arm than give up Queens.” This fervent engagement is not limited to Weinman; the daily solutions videos posted by LinkedIn’s Lakshman Somasundaram generate hundreds of comments daily, fostering a dedicated community around the game itself.
Beyond Casual Play: Building Community Through Games
The success of “Queens” extends beyond individual engagement; it fosters community among LinkedIn users. The daily solution videos, generating hundreds of comments, create a virtual space for discussion and interaction amongst players. This sense of community complements the professional networking aspect of LinkedIn, adding another layer of engagement outside traditional professional interactions. This underscores the strategic value of games beyond simple entertainment, transforming them into virtual water-coolers where conversations can be sparked.
A Revenue-Neutral Strategy Focusing on Engagement
It’s important to note that LinkedIn’s games are not a direct revenue generator; the company has stated that there are no plans to monetize game play directly via in-game purchases or subscriptions. Instead, the strategy centers on increasing user engagement. By keeping users on the platform for longer periods, LinkedIn indirectly benefits by enhancing the effectiveness of its core revenue-generating services, namely recruiting services and advertising. With the platform’s active user growth significantly increasing since crossing 1 billion member marks, a sustained increase in engagement via games should only amplify their advertising reach and recruiter tool effectiveness.
LinkedIn’s Broader Strategy: AI Integration and Content Diversification
LinkedIn’s integration of games is just one aspect of its evolving strategy. The platform has been actively incorporating artificial intelligence (AI) features, aiming to improve job searching and online course experiences. A TikTok-like video tab has also been introduced to the mobile app, reflecting LinkedIn’s commitment to content diversification across various mediums that capture attention.
Lakshman Somasundaram accurately notes that “fun is a key part of the best workplaces,” and that LinkedIn’s games reflect that commitment to mirroring “what the world’s best workplaces feel like.” The integration of casual games fits this philosophy seamlessly. Increasing user engagement and retention, enhancing advertising effectiveness, and mirroring successful strategies employed by other major media companies all represent smart steps for LinkedIn in a changing digital landscape.
LinkedIn’s success with games isn’t just about providing a fun distraction; it’s a calculated move to enhance engagement and strengthen its position as a leading professional networking platform. The ongoing development and promotion of games like “Queens” and “Tango” hint that this is a long-term strategy, suggesting that the future of LinkedIn might involve more than just job postings and professional connections. The gamified approach demonstrates a unique attempt to engage users in a relaxed atmosphere, potentially sparking innovative and productive collaborations.
