LinkedIn introduces games, but do users want to play?

LinkedIn News is launching three new games – Pinpoint, Queens, and Crossclimb – designed to engage professionals worldwide through word puzzles, logic challenges, and trivia. According to data from YouGov Profiles, these games might be particularly appealing to LinkedIn's audience.

The recent data reveals that 33% of LinkedIn users enjoy puzzles and crosswords in their spare time, compared to 29% of all US adults. Furthermore, 82% of LinkedIn users feel a sense of accomplishment when completing puzzles in games, slightly more than the 78% of all US adults who feel similarly.

When asked about the types of games played on mobile devices, LinkedIn users reported higher participation rates compared to all US adults. Specifically, 22% played puzzle or breakout games, compared to 19% of all US adults. Similarly, card and casino games were played by 16% of LinkedIn users, action games by another 16%, and word, number, or brain games by 17%. Adventure games were slightly less popular but still enjoyed by 13% of LinkedIn users.

This data suggests that LinkedIn's new gaming initiatives seem to be well-aligned with the interests of its user base. The introduction of games could thus be a strategic move to enhance the professional networking experience by integrating elements of leisure and mental challenge.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.

Cover photo by Airam Dato-on