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He made Wordle for his partner. Now it’s an online hit

But after the couple played for months,
and after it rapidly became an obsession in his family’s WhatsApp group once he
introduced it to relatives, Wardle thought he might be on to something and
released it to the rest of the world in October.

On Nov 1, 90 people played.

On Sunday, just over two months later,
more than 300,000 people played.

It’s been a meteoric rise for the
once-a-day game, which invites players to guess a five-letter word in a similar
manner as the guess-the-colour game Mastermind. After guessing a five-letter
word, the game tells you whether any of your letters are in the secret word and
whether they are in the correct place. You have six tries to get it right.

Few such popular corners of the internet
are as low-frills as the website, which Wardle built himself as a side project.
There are no ads or flashing banners; no windows pop up or ask for money. There
is merely the game on a black background.

“I think people kind of appreciate that
there’s this thing online that’s just fun,” Wardle said in an interview on Monday.
“It’s not trying to do anything shady with your data or your eyeballs. It’s
just a game that’s fun.”

This is not Wardle’s first brush with
suddenly capturing widespread attention. Formerly a software engineer for
Reddit, he created two collaborative social experiments on the site, called The
Button and Place, that each were phenomena in their moment.

But Wordle was built without a team of
engineers. It was just him and his partner, Palak Shah, killing time during a
pandemic.

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Wardle said he first created a similar
prototype in 2013, but his friends were unimpressed and he scrapped the idea.
In 2020, he and Shah “got really into” the New York Times Spelling Bee and the
daily crossword, “so I wanted to come up with a game that she would enjoy,” he
said.

The breakthrough, he said, was limiting
players to one game per day. That enforced a sense of scarcity, which he said
was partially inspired by the Spelling Bee, which leaves people wanting more,
he said.

Word games have proved immensely popular
for The Times and other companies in recent years, and many such as the
Spelling Bee have developed devoted fan followings.

But since Wordle was built originally
for just Wardle and Shah, the initial design ignored a lot of the
growth-hacking features that are virtually expected of games in the current
era. While other games send notifications to your phone hoping you’ll come back
throughout the day, Wordle doesn’t want an intense relationship.

“It’s something that encourages you to
spend three minutes a day,” Wardle said. “And that’s it. Like, it doesn’t want
any more of your time than that.”

Wordle lacked the ability to share
results until mid-December. Wardle noticed players sharing their results by
typing out a grid of green, yellow and black emojis, so he built an automated
way for players to brag about their successes in a spoiler-free way.

If he were optimising the game to gain
as many players as possible, he would have included a link at the end of the
tweet that the tool generates, he said. But after looking into it, he said it
would have looked “trashy” and not as visually compelling, and he liked the
grid’s mysterious air, which he felt piqued people’s interest.

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While Shah was the lucky recipient of
the first game, she has played a key role in getting it ready for the public,
Wardle said. An initial list of all of the five-letter words in the English
language — about 12,000 — contained a lot of obscure words that would have been
near impossible to guess.

So he created another game for Shah:
This time, she would sort through those 12,000 or so words, designating whether
or not she knew them. That narrowed down the list of Wordle words to about
2,500, which should last for a few years. (Already, a few words have riled up
the fans: Some were upset by REBUS and TAPIR, saying they were not familiar
enough.)

Shah says she wakes up every day with a
new routine: She warms up with the Spelling Bee, which gets her mind right for
Wordle. She also loves the New York Times Crossword and cryptic crosswords.

Though Wordle is now shared with the
world, she said she appreciated that Wardle originally created it for her.

“It’s really sweet,” she said. “This is
definitely how Josh shows his love.”

© 2022 The New York Times Company

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