LinkedIn, the social platform under Microsoft’s umbrella, has primarily served as a hub for professional networking, knowledge acquisition, and recruitment, boasting over 1 billion users. Seeking to increase user engagement, the company is venturing into a novel territory: gaming.
TechCrunch has confirmed that LinkedIn is developing a new gaming experience, drawing inspiration from the puzzle craze that propelled games like Wordle to viral fame and attracted millions of players. Among the early game prototypes are titles such as “Queens,” “Inference,” and “Crossclimb.”
App researchers have uncovered code indicating LinkedIn’s gaming initiative. Nima Owji, one of them, mentioned that LinkedIn appears to be exploring ideas such as ranking players based on their workplace performance, potentially adding a competitive element among companies.
A LinkedIn spokesperson acknowledged the gaming project but refrained from specifying a launch date.
“We’re experimenting with integrating puzzle-based games into the LinkedIn experience to add a touch of fun, strengthen connections, and encourage meaningful conversations,” the spokesperson informed TechCrunch. “Stay tuned for updates!”
Furthermore, the spokesperson clarified that the images shared by researchers are not the most recent versions.
Microsoft, LinkedIn’s parent company, holds a prominent position in the gaming industry. Its gaming division, encompassing Xbox, Activision Blizzard, and ZeniMax, generated $7.1 billion in revenue last quarter, surpassing Windows revenue for the first time.
However, LinkedIn declined to comment on Microsoft’s involvement in the gaming project.
Gaming apps consistently rank among the most popular on mobile and PC platforms, both in terms of revenue and user engagement. Puzzle-based casual games have particularly captivated mobile users. Non-gaming platforms have capitalized on this trend to drive traffic, a phenomenon evident even before the internet era with the popularity of crosswords and puzzles in print media.
The New York Times, which acquired the viral sensation Wordle in 2022, reported a continued surge in player numbers. Wordle is now part of a larger suite of online puzzles and games developed by the newspaper.
While some platforms have intensified their gaming efforts, results have been varied. Facebook, the largest social network globally, was once a key player in social gaming. However, it shuttered its standalone gaming app in 2022 due to declining usage, shifting focus to mixed reality experiences and its Meta Quest business.
Over the years, LinkedIn has introduced various features to enhance user engagement, with a focus on relevance to its professional audience. These efforts encompass online education, professional development, publishing, news, video tools, and collaboration with creators and influencers.
