The Brave Technologist Building Mobile Games for Legacy Brands like the NBA, The New York Times, and Wordle
May 14, 2025
Shafik Quoraishee, a Senior Mobile/AI Game Developer at the New York Times, discusses his work on iconic games like Wordle and Crosswords. He reveals how consumer behavior shaped the viral success of Wordle and the importance of user engagement in design. Shafik explores balancing innovation with brand legacy and the potential of AI to create immersive experiences. He also shares insights from his journey, including his time developing for the NBA and the evolving dynamics of gaming as technology advances.
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Balancing Innovation and Legacy
- The New York Times balances innovation with legacy by rigorously vetting game ideas to ensure quality and accessibility.
- Simplicity, quality, and enjoyment are paramount to engaging a broad audience with classic and new games alike.
Why Wordle Engages Players Deeply
- Despite shorter attention spans, games like Wordle succeed by providing challenge, simplicity, and organic enjoyment.
- Players create lasting routines around games that offer meaningful intellectual engagement and replay value.
Layered Testing Ensures Game Quality
- Conduct layered testing with varied user groups to refine games before public release.
- Use multiple testing phases including casual, expert, and beta testers to ensure broad appeal and quality.