The event celebrated the 10th anniversary of the NYT Mini Crossword, displaying the New York Times' commitment to engaging its audience without a direct monetization strategy.
Joel Fagliano stated, 'It's really just to reward fans of the Mini... We wanted something that was free that you could come and play every day,' highlighting the initial purpose of the Mini.
The popularity of the event was reflected in the long lines, with a capacity 'in the hundreds,' demonstrating the strong community interest in the NYT games.
Despite the lack of a profit motive, the Times' marketing team saw the event as an opportunity to reinforce brand loyalty among fans of the Mini Crossword.
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