Your Daily Dose of Digital - 14/07/22

I was asked the other day, what some of the most exciting prospective trends are in tech and digital, and I think yesterday's announcement that Spotify were buying Heardle was a strong indication of one of them. The blurring of lines between mediums and platforms which, ultimately, can deliver a holistic experience aligned to a user's needs is super-interesting. Spotify are not just a music streaming platform. They are a brand for audiophiles and music-lovers. This means not only 'listening to' music passively, but engaging with it on other levels. Which is where buying Heardle comes in.

My predicition is that we're not only going to see a "Heardle" link in the Spotify app soon (there's already one the other direction), but a "Games" tab in the app itself, where Spotify can continue to develop fun and engaging music entertainment that goes way beyond their streaming offering.

In a release by the streaming platform, they explained: "We see Heardle as more than a trivia game: It’s also a tool for musical discovery. Playing Heardle might just help you to rediscover old tracks you may have thought you’d forgotten, discover amazing new artists, or finally put a title to that wordless melody you’ve had caught in your head forever."

?Jeremy Erlich, Global Head of Music at Spotify explained this in more detail:

“We are always looking for innovative and playful ways to enhance music discovery and help artists reach new fans. Heardle has proven to be a really fun way to connect millions of fans with songs they know and love and with new songs . . . and a way to compete with their friends as to who has the best musical knowledge. Since its debut, the game has quickly built a loyal following, and it aligns with our plans to deepen interactivity across the Spotify ecosystem.”

This purchase comes a few months after The New York Times acquired the original "Wordle" game, which similarly added a new way of bringing users into the brand's space and keeping them there. The New York Times said it bought Wordle in part to "help grow its digital subscriptions to 10 million by the year 2025". The game remains free, though it's possible NYT will eventually put it behind a paywall.

I strongly believe this is going to become a trend, and there are many other situations where this tactic is going to enable brands to deliver more rounded experiences to their customers and users online. What other acquisitions can you see happening in the future? Let me know in the comments below.