Josh Wardle knew all of the tricks for how to make something go viral. For Wordle, he did all the opposite.
, which was this pencil and paper game created back in the ’50s. And then, at least in the U.S., I’m not sure about elsewhere, there was a game show calledin the ’80s, and that got revived a little later on by the Game Show Network. So those games all involve guessing words by trying out other words and finding out which letters match, but Wordle really seemed to bring something new to the table. I mean, there’s just something really pleasing about the design and the function that elevates it.
And philosophically, I enjoy doing the opposite of all those things, doing all the things that you are not meant to do, which I think has bizarrely had this effect where the game feels really human and just enjoyable. And that really resonates with where we’re at right now in the world and with COVID, and then also we’re trying to figure out, what is tech? What has tech become? I think that really resonates with people, and no ads—well, no monetization.
The first thing I have to point out is that I did not come up with the emoji grid. Wordle, as I built it, got picked up in a New York Times newsletter, and people started playing it, and there was no share grid.
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