In this article, Editor Amy Simcoe explains how the New York Times used daily puzzles as an innovative marketing strategy to broaden their engagement and drive new usership. Given that news sources are vying for their share in the attention economy, particularly against social media, this rollout gave the publication a leg-up against competitors. While this strategy allowed the NYT to bridge the gap between fun interactivity with their professional brand image, Simcoe explores how the Games app could set a precedent in blurring the lines between entertainment and news