LinkedIn, the professional networking giant, is set to introduce gaming to its platform. The company aims to boost user engagement by tapping into the puzzle game craze. Instead of battles or races, LinkedIn is going for quick and fun puzzle games like the popular Wordle. These brain teasers are meant to be short breaks from the usual job search routine for job seekers and recruiters on the professional networking platform.
The social network’s new gaming experience isn’t about intense battles or adrenaline-pumping races. Instead, they’re focusing on brain-teasing puzzles. Solving a daily puzzle challenge or teaming up with colleagues for a trivia game is the kind of gaming LinkedIn might be adding. The three early games in development are code-named “Queens,” “Inference,” and “Crossclimb.”
How will these games work on LinkedIn?
While there is no exact information about how LinkedIn’s new gaming feature will work, we can speculate. Perhaps there will be a special “Games” section where users can play these puzzles. Alternatively, the puzzles could be tucked into other parts of the platform.
There are several potential reasons behind LinkedIn’s foray into gaming. First and foremost, it aims to boost user engagement. Professional networking can sometimes feel like a chore, and a bit of casual fun might entice users to spend more time on the platform.
Additionally, these games could facilitate connections and spark conversations in a more relaxed setting. It could be a fun idea to break the ice with a potential employer or collaborator over a shared love of solving puzzles.
LinkedIn’s owner Microsoft is a gaming behemoth. Its games business (which includes Xbox, Activision Blizzard and ZeniMax) brought in 7.1 billion dollars in revenues last quarter, passing Windows revenues for the first time.
Other companies that used the same strategy
Games are regularly among the most popular apps for mobile phones and PCs (both in terms of revenues and engagement) and puzzle-based casual games has been one of the most popular categories in the space among mobile users. Non-gaming platforms have long tapped into these facts to boost their own traffic — arguably a trend that preceded the internet, if you think about the popularity of crosswords and other puzzles in newspapers and magazines.
Despite games being relatively small compared to their film and series business, Netflix tripled user engagement with games in 2023. The addition of the Grand Theft Auto trilogy to their service significantly contributed to this success. Grand Theft Auto became Netflix’s “most successful launch to date” in terms of installs and engagement.
Google has integrated gamification into various products. For instance, Google Maps uses gamified elements like points, badges, and leaderboards to encourage users to contribute reviews, photos, and information about local places. This approach enhances user engagement and data accuracy.
Samsung Rewards program gamifies the process of earning points by participating in activities like purchasing Samsung products, writing reviews, or completing challenges. Users can redeem these points for discounts, products, or exclusive experiences.
My Starbucks Rewards program combines gamification with loyalty. Customers earn stars for purchases, which unlock rewards like free drinks or food items. The app’s interactive features encourage repeat visits and engagement.
These examples demonstrate how gamification can drive user engagement, whether through marketing campaigns, employee training, or loyalty programs. As technology evolves, companies continue to explore innovative ways to leverage gaming experiences for business growth.