Apple is injecting AI-generated fun into its subscription news service with the launch of Emoji Game for Apple News+ subscribers. Announced today, the puzzle game challenges players to use a selection of emoji – crucially, including Genmoji created using Apple Intelligence – to fill in the blanks of short phrases using the fewest moves possible.

How Emoji Game Works

Players are presented with three short phrases containing blanks. Their task is to select emoji from a provided set to logically complete each phrase. Each puzzle includes an optional clue, revealed at the cost of adding to the player's move count. Success hinges on clever emoji selection and strategic clue usage.

  • AI Integration: The inclusion of Genmoji marks a significant step, showcasing how Apple Intelligence is moving beyond productivity tools into entertainment. These AI-customized emoji add a layer of novelty and personalization to the gameplay.
  • Social & Competitive Elements: Results sync with Game Center, enabling leaderboard competition. Players can also easily share their scores or puzzles via Messages, Mail, or social media, fostering community engagement.
  • Access: Emoji Game is available immediately in the Puzzles section of the Apple News app (iOS 18.4, iPadOS 18.4, macOS Sequoia 15.4 or later) for English-speaking subscribers in the U.S. and Canada. Later this fall, it will also be accessible through the upcoming Apple Games app, positioning it within Apple's broader gaming strategy.

Strategic Placement within Apple's Ecosystem

Lauren Kern, editor-in-chief of Apple News, positioned the game as "the perfect addition to the Apple News+ suite of word and number puzzles," aiming to make emoji into an "approachable and fun" brainteaser. Emoji Game joins established puzzles like crosswords, Quartiles, and sudoku, enhancing the perceived value of the News+ subscription beyond just articles.

This launch underscores Apple's multi-pronged approach:

  1. Leveraging Apple Intelligence: Demonstrating practical, consumer-friendly applications of generative AI (Genmoji) in everyday apps.
  2. Boosting News+ Value: Expanding the service's offerings with exclusive, interactive content to improve retention and attract new subscribers.
  3. Feeding the Apple Games Ecosystem: Providing exclusive content for the forthcoming Apple Games app, designed to centralize and enhance the gaming experience across Apple devices.

While seemingly a simple puzzle, Emoji Game represents Apple's ongoing effort to deepen integration between its services, utilize its AI capabilities in engaging ways, and create sticky, exclusive experiences for its subscriber base. Its success will depend on the puzzle's inherent fun factor and Apple's ability to continuously leverage AI for fresh content, but it clearly signals where Apple sees casual, AI-infused gaming fitting into its service portfolio.

Source: Apple Newsroom Announcement, July 17, 2025