It’s not flashy. It’s not fast. And yet, it’s everywhere. “Connections,” the New York Times’ latest word game, has quietly become a daily ritual for millions of players. With over 13 million monthly searches and a growing presence on TikTok and Reddit, this micro-puzzle is redefining how Gen Z and millennials engage with logic, language, and dopamine. But what makes it so addictive—and what can creators learn from its rise?