The New York Times has acquired Wordle, a website-only word game that has seen a recent burst in popularity, for an undisclosed price "in the low seven figures".
Its creator, former Reddit software engineer Josh Wardle, says the game will "be free to play for everyone" when it moves home.
However, the NYT statement, armed with a careful caveat, was a little less convincing.
Wordle will “initially remain free to new and existing players”, the company says.
“As part of our portfolio of games, Wordle will have an exciting future with the help of a team of talented engineers, designers, editors and more, furthering the user experience.”
Go back, what's Wordle?
The once-a-day online game gives a player six chances to figure out the day's secret five-letter word, using the least number of guesses.
It has nearly 3 million players across the world and versions of it are appearing in other languages.
It's sparked fierce competition online, because the game allows you to share your result without spoilers. (And who doesn't like proving to strangers on the internet that you're definitely really, really smart?)
Mr Wardle, who launched the aptly-named Wordle in October, said the game had gotten "bigger than I ever imagined".
"On the flip side, I'd be lying if I said this hasn't been a little overwhelming."
Why has the NYT acquired Wordle?
In Mr Wardle's words: "I am just one person."
"And it's important to me that, as Wordle grows, it continues to provide a greater experience for everyone," Mr Wardle said
He added that NYT Games had played "a big part in its origins, so this step feels very natural to me".
Jonathan Knight, the general manager for The New York Times Games, said Wordle had achieved "what so few games have done".
"It has captured our collective imagination, and brought us all a little closer together," he said
"We could not be more thrilled to become the new home and proud stewards of this magical game, and are honoured to help bring Josh Wardle’s cherished creation to more solvers in the months ahead."
What will Wordle under the NYT look like?
The short answer is: It's not entirely clear.
But the media giant has vowed to further the "user experience" with the help of "a team of talented engineers, designers, editors and more".
It's also playing coy about whether the game will remain free long-term.
"At the time it moves to The New York Times, Wordle will be free to play for new and existing players, and no changes will be made to its gameplay," the carefully worded statement said.
Games and puzzles are a key part of NYT's strategy to keep its audience engaged on its apps and websites as more readers use their mobile phones and tablets for their daily dose of news and entertainment.
The company added 135,000 members in its latest third-quarter for its games, cooking and product review website Wirecutter.
"Wordle will now play a part in that daily experience, giving millions more people around the world another reason to turn to The Times to meet their daily news and life needs," it said.
ABC/Reuters
