Nice article. I think it definitely hits on some great key points, but I would challenge the one about the NYT brand for a few reasons. For one, Wordle was only purchased by NYT once it had broad appeal. NYT grew it further through distribution, but it was a household name before it was associated with NYT. Secondly, many more people play Candy Crush than Wordle, and Candy Crush players ("casual gamers") don't generally think they play games either. That's not a Wordle thing, it's a casual games thing.