If you work in the media industry, you’re likely aware of The New York Times’s tremendous success with its gaming vertical; in fact, millions of people subscribe for the sole reason of playing games like Wordle and Connections.

But it’s not the only publisher that’s incorporated games into its business strategy. Hundreds of outlets ranging from Morning Brew to The New Yorker utilize a platform called Amuse Labs to build everything from crosswords to sudoku. In a recent interview, co-founder John Temple explained how publishers can leverage games to increase time on site, repeat visits, advertising revenue, and paid subscription conversions.