TL;DR
- Apple adds a new Emoji Game to its News+ subscription.
- The game blends logic, wordplay, and emoji combinations, including Genmoji.
- Designed in partnership with The Puzzle Society, the game aims to attract casual and logic-based players.
- Subscribers in the U.S. and Canada can access the game across iPhone, iPad, and Mac.
- Apple’s growing investment in games aligns with broader tech trends from platforms like The New York Times and LinkedIn.
Apple Doubles Down on Gaming in Apple News+
Apple is rolling out an original word and logic puzzle titled the Emoji Game as part of its Apple News+ subscription. The new addition joins a growing portfolio of digital puzzles including Crossword, Crossword Mini, Sudoku, and Quartiles.
Available in English across the U.S. and Canada, the Emoji Game is launching to coincide with World Emoji Day. Apple is betting on gamified content to keep users engaged, a tactic already proven successful by The New York Times and LinkedIn, which both report strong audience retention from game features.
How the Emoji Game Works
The daily puzzle challenges users to solve hidden phrases using a combination of standard emojis and Apple’s newly introduced Genmoji. Gameplay involves abstract thinking and lateral logic. For example, to complete the word “appear,” users might drag a pear emoji between pre-filled letters.
Each puzzle allows a limited number of moves, with a perfect score being six. Clues can be unlocked at the cost of one move, and performance is tracked via leaderboards.
The Emoji Game includes multiple phrases per day and features integration with iOS 26’s upcoming Games app, enabling friends to challenge each other.
Apple Brings Genmoji into the Spotlight
Genmoji, part of Apple Intelligence, lets users generate custom emoji-like characters. This expands the emoji palette far beyond the ~2,000 standard options on the iOS keyboard.
Example gameplay may feature a Genmoji of a blender plus a tomato emoji to create the word “purée.” This interplay between Apple’s AI and puzzle content reinforces the company’s push into context-aware generative features.
Apple’s Editorial and Gaming Strategy
Apple collaborated with The Puzzle Society (now under GoComics) to design the puzzles, while Apple’s internal editors handle daily curation. The Emoji Game is already rolling out to Apple News+ users on devices running iOS 18.4 or later. No manual app update is required unless users are on older software.
The News+ bundle continues to expand, now offering over 400 premium publishers, narrated audio content, local and national news, sports, and even a new Apple News+ Food recipe-saving feature.
Apple News+ Feature Expansion Timeline
| Feature Added | Year | Notable Details | Source |
| Audio Stories | 2020 | Narrated by voice actors | TechCrunch |
| Local News Coverage | 2021 | Added in major U.S. cities | The Verge |
| Crossword & Sudoku | 2023 | Custom curated puzzles | 9to5Mac |
| Apple News+ Food | 2024 | Recipe-saving support | Apple |
| Emoji Game + Genmoji | 2025 | Logic-based puzzle using Genmoji | Apple Newsroom |
Strategic Relevance
Apple’s expansion of News+ games demonstrates a focused move into casual gaming through existing subscription models. Unlike standalone platforms like Apple Arcade, this approach embeds retention features directly into news consumption habits. It’s a blend of media, AI, and play that aligns with a broader trend of gamification of content.
As major competitors also push AI-driven content and puzzle engagement, Apple’s Genmoji-powered game could set a new bar in the interactive subscription space.
