LinkedIn launches Mini Sudoku, pushing deeper into casual games that keep users coming back

On Tuesday, LinkedIn introduced a fresh addition to its platform—a compact version of Sudoku aimed at its vast audience of 1.2 billion users. This Mini Sudoku, which marks the sixth game launched by the professional networking site, features a reduced grid size and is designed to be completed in just two to three minutes. Lakshman Somasundaram, a senior product director at LinkedIn's parent company Microsoft, emphasized in a CNBC interview that the goal is to create quick, engaging puzzles rather than lengthy games. "We don't want to have a puzzle on LinkedIn that takes 20 minutes to solve," he noted, highlighting the platform's focus on fostering interactions among users. The new game is expected to evoke nostalgia and encourage friendly competition among players, whether they are colleagues or friends, as they race against each other to finish the puzzles. Like previous games, Mini Sudoku's difficulty ramps up as the week progresses, keeping players challenged and engaged. Since launching games last year, LinkedIn has seen a significant rise in user interaction, with millions participating daily. According to a company spokesperson, the peak playtime occurs at 7 a.m. ET, predominantly involving Gen Z users. Remarkably, 86% of those who play today are likely to return tomorrow, and 82% plan to play again within the next week. LinkedIn, which was founded in 2003 and acquired by Microsoft for $27 billion in 2016, continues to see growth. Its revenue recently increased by approximately 9%, reaching $4.6 billion in the latest quarter, alongside a membership of 1.2 billion users. While platforms like Meta boast larger user bases, LinkedIn differentiates itself by providing unique tools for recruiters and job seekers, along with a personalized video feed reminiscent of platforms like YouTube and TikTok. The development of Mini Sudoku stemmed from collaboration with Nikoli, the Japanese publisher credited with popularizing the game. Somasundaram and his team visited Nikoli's Tokyo headquarters to brainstorm and refine the concept, which culminated in the game's current design. Thomas Snyder, a three-time World Sudoku Champion, contributed to the game’s strategy and puzzle creation, adding his expertise to enhance the gaming experience. Each Mini Sudoku challenge will be accompanied by a video where Snyder demonstrates his solving techniques, making the game both interactive and educational. Snyder believes that this game has significant potential, stating, "I think it's got the potential to be the largest of the games, just because it's going to have a lot of brand awareness from moment one." The history of Sudoku itself is intriguing, tracing back to an architect named Howard Garns, who first created a number-placement puzzle in 1979. The puzzle gained global popularity after Nikoli adapted it in the 1980s, leading to the familiar name we know today. As part of its unique offering, LinkedIn will provide daily puzzles exclusive to its platform, with plans to feature selected challenges from Nikoli's extensive collection in the future.