LinkedIn Expands Puzzle Games to Boost User Engagement

LinkedIn is expanding its puzzle game offerings with the addition of “Tango”, a logic-based game that challenges users to match images, building on the platform’s previous game launches in May. The platform already offers three other daily games – Pinpoint (a category guessing game), Queens (a territory-claiming game), and Crossclimb (a trivia game where each answer involves changing one letter from the previous answer).

LinkedIn reports strong engagement with its puzzle games, claiming that 80% of users return the next day, and 76% play again a week later. Even though some may feel that the introduction of these games is simply a way to boost engagement – since LinkedIn has a large but relatively inactive user base – these numbers are still impressive overall.

In addition to Tango” LinkedIn is introducing complementary features such as comparative scores, achievements, and personalized insights. Users can now see how their performance compares to global averages, their network, and even company CEOs. LinkedIn hopes this will encourage repeat visits and more interactions, and some users are already treating the games as daily challenges to help sharpen their minds.

These gaming additions are likely designed to drive casual, frequent use of LinkedIn, though some users may view them as a departure from the platform’s professional focus. Nonetheless, LinkedIn continues to experiment with new ways to keep its members engaged and increase app usage – and so far, the games seem to have been successful.