Emily Ritter, a marketing executive at San Francisco-based startup Front, begins her day like many professionals—checking her messages and playing a few brain games on her phone. Among her favorites lately is a logic puzzle called Queens, which she discovered on LinkedIn about two months ago. LinkedIn, traditionally known for professional networking, has ventured into the world of games, adding a fresh layer of engagement to its platform. Ritter describes Queens as a fun, relaxing way to start her day, blending mental exercise with entertainment.
LinkedIn, acquired by Microsoft for $27 billion in 2016, introduced its first set of games in May, and Queens quickly became the most popular. Now, LinkedIn is expanding its gaming options with a new puzzle, *Tango*, set to launch this week. The game challenges users to solve a grid by strategically placing suns and moons according to specific rules, gradually increasing in difficulty as players progress. It’s part of LinkedIn’s broader effort to enhance user engagement by offering light, yet stimulating content that professionals can enjoy during short breaks.
While LinkedIn ranks among the top 100 apps on iOS in the U.S., it still trails behind major social apps like TikTok and Instagram. However, games like *Queens* are helping it carve out a unique space, blending professional networking with casual gaming. LinkedIn’s approach is reminiscent of The New York Times’ success with games like *Wordle*, which drew millions of new users and boosted subscriptions. LinkedIn isn’t charging for its games, but the goal is to foster more interaction on the platform, encouraging users to play, share scores, and discuss strategies with colleagues and peers.
The company’s gaming push comes as LinkedIn continues to grow rapidly, having surpassed one billion members globally. In addition to games, it has also introduced a TikTok-like video feature and AI-powered tools for job seekers and learners. With all these developments, LinkedIn remains focused on creating an engaging environment that reflects the best aspects of modern workplaces—where fun and productivity coexist.
Since the launch of Queens, the puzzle has gained a dedicated following. Players like Joe Weinman, a former AT&T executive, have become hooked, solving the puzzle daily and even interacting with LinkedIn’s dedicated content, like daily solution videos. The appeal lies in the combination of relaxation and challenge, a balance that LinkedIn’s team carefully crafted with input from experienced puzzle creators, including former world puzzle champion Thomas Snyder.
LinkedIn promotes its games through various channels on its platform, encouraging users to share scores and challenge their networks. The result is a subtle, yet effective way of keeping users engaged and coming back for more. As professionals increasingly seek balance between work and relaxation, LinkedIn’s games offer a clever bridge between the two, making the platform not just a tool for work, but also a place for play.
By introducing games like Queens and Tango, LinkedIn is evolving beyond its core identity as a professional networking site. With logic puzzles that stimulate the mind, it’s tapping into the growing trend of casual gaming while fostering engagement among its vast user base.
