I can't prove it, but I am quite sure NYT got a positive ROI on the acquisition of Wordle. They paid in the low single millions of USD, which isn't much for a brand as big as Wordle had become by then (2 million+ daily players) and it's been used to drive new digital subscriptions [1]. It's diminished somewhat since then but it has remarkable staying power. I can tell that from the Google Trends data [2] as well as the anecdata that I and so many of my friends and family still play Wordle every day.
[Edit: And, nearly two years on, they say they get "millions" of players per day, and they've assigned a dedicated Wordle editor and write articles about the game frequently. (https://www.nytimes.com/2023/12/17/upshot/wordle-bot-year-in...). They're definitely not having buyer's regret.]
You can look at the comments section to see how popular it is, oftentimes there are a few hundred comments. That is higher than most NYT news stories (back when I used to use their website).
I guess the question is how many people play around on the weekends. I could believe those still playing have a daily ritual when they play a match after logging into work.