Games on the LinkedIn platform

 

LinkedIn, the professional networking platform, is venturing into the world of gaming with the introduction of three new games: Pinpoint, Queens, and Crossclimb. This move marks a significant shift in the platform's approach to user engagement, as it seeks to create a more relaxed and entertaining experience for its users.

The games, designed to be solved in under five minutes, are intended to be shared with coworkers, college alumni, and associates at rival companies, fostering a sense of camaraderie and sparking conversations. Daniel Roth, editor in chief of LinkedIn, believes that games are an excellent way to build meaningful relationships, as people are more likely to share their results and connect with others who share similar interests.

The first game, Pinpoint, is a word association game that reveals a different word each time, challenging players to guess the common category. Queens, on the other hand, is a time-based logic game that requires players to add a crown emoji to every row, column, and color-coded region on the board without touching each other. Crossclimb, a trivia game, combines elements of crosswords and word ladders, challenging players to fill out words arranged in a ladder, with each word differing by only one letter.

LinkedIn's foray into gaming is a strategic move to capitalize on the growing trend of users seeking more relaxed and entertaining experiences on the platform. According to Minda Smiley, senior analyst for social media at Emarketer, LinkedIn's expansion into gaming shows that users are looking for more ways to engage with the platform beyond traditional job updates and work anniversaries.

While the New York Times has seen significant success with its games, such as Wordle, LinkedIn is looking to create a unique experience that sets it apart from other social media platforms. Laura Lorenzetti, executive editor for LinkedIn News, emphasizes that the games are designed to help users stretch and exercise their minds while connecting with others.

If the games are successful, they could lead to users spending more time on the platform, sharing their scores, and engaging in more conversations. This could also lead to increased advertising revenue for LinkedIn, as it builds out its advertising business.

However, Smiley cautions LinkedIn against relying too heavily on gaming, as it is still primarily seen as a place for career-related discussions and networking. The platform must strike a balance between providing entertaining experiences and maintaining its professional focus.

In conclusion, LinkedIn's introduction of games marks a significant shift in its approach to user engagement. By providing a more relaxed and entertaining experience, LinkedIn aims to create a more connected community of professionals who can build meaningful relationships and share their experiences. If successful, this move could lead to increased user engagement, advertising revenue, and a more diverse range of experiences on the platform.