In an era when media companies are under pressure to grow habit, revenue, and reach all at once, puzzles are emerging as a solid product, sometimes even a stand-alone business. They build loyalty, increase dwell time, and are beloved by subscribers. 

But as engagement grows, so does the question: Should puzzles live inside the main news app — or spin off into a stand-alone app of their own?

I’ve been talking to product leaders across the INMA network and beyond, and this question keeps surfacing. So here’s a breakdown of the pros and cons of each approach, as well as a few key considerations to keep in mind.

The case to build a stand-alone app

1. A separate business opportunity. A stand-alone puzzles app opens the door to its own commercial model, potentially with a different pricing tier, user base, or even brand identity. It’s an opportunity to build something adjacent but distinct and scale it into its own business.
2. Expand your audience. News products tend to skew to a specific demographic. Puzzles — especially crosswords, word games, or logic-based challenges — can attract a much wider audience. A separate app allows you to go after that market intentionally without diluting your core news experience.
3. Build depth without drag. There are a number of features that drive and deepen engagement, for example forums and multiplayer modes to team challenges and streak-tracking. But they’re heavy lifts technically and could bog down a news app. With a separate app, you can build deeper features without performance trade-offs.
4. App Store real estate. A second app means a second listing in the App Store. That’s more visibility, more keywords, and more chances to be featured — which can drive discovery beyond your core audience.
5. Advertising and cross-promotion. Separate apps mean more surface area — for both in-app advertising and cross-promotion between properties. You can promote your puzzles app in the main app (and vice versa), creating a mini ecosystem that reinforces your brand portfolio.
6. Keep it light for news readers. One strategy we’ve seen is to keep the high-engagement puzzles in the puzzles app but offer a slimmed down version in the main app. The New York Times is an excellent example. This strategy lets you maintain habit without overloading your news product.

The case to keep puzzles in your main app 

1. Reinforce daily habit. For many publishers, the goal is to become a daily habit with the consumers. Puzzles, especially when refreshed daily, can help anchor that behaviour within your main app, driving repeat visits, extending session time, and bringing consumers to the destination with all your content. 
2. Lower development cost. Maintaining one app is simpler. If resources are constrained, folding puzzles into your existing infrastructure saves on both upfront build time and ongoing maintenance.
3. Focus on your core audience. Your existing user base may already be engaging with puzzles. Keeping the experience within your main app allows you to tailor it directly to them and better understand how puzzles drive retention, subscriptions, or churn reduction.
4. Brand clarity. One app, one brand. If you’re worried about user confusion in the App Store or splitting your identity, a single destination can simplify your product portfolio and help avoid friction in user acquisition.

One wildcard that came up repeatedly in conversations is perception of value. A stand-alone app can elevate the perceived value of your puzzles — signaling this isn’t just a throwaway feature but a premium experience worth paying (or registering) for. 

But there’s a flip side: If puzzles are central to the value proposition of your main product, removing them could erode what makes your bundle feel worthwhile.

There’s no single answer as to which way you can go. And the market certainly can’t sustain thousands of new puzzle apps.

The decision comes down to your strategic goals and audience behaviour. If your puzzles’ audience is significantly different, or if there’s an opportunity to drive new revenue or reach, a stand-alone app could be worth the investment. But if you’re focused on core engagement, habit formation, and app simplicity, integration may be the smarter play.

Either way, puzzles are more than just a nice-to-have. They’re a powerful tool, and it’s worth getting the strategy right.

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