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28,000 years of dwell time: what one broadcaster built

SRF is the German-language division of Switzerland’s national public broadcaster. It added Riddle to its digital output in December 2023, needing interactive content its newsroom could build at speed, without developers, and within strict Swiss and EU data rules.

In 28 months, SRF’s editorial teams created 1,913 Riddles spanning quick polls, weekly news quizzes, and sports formats. That is roughly two published pieces of interactive content every working day, produced by journalists rather than a development team.

SRF picked Riddle for its 35+ formats, GDPR-compliant EU hosting, WCAG 2.1 accessibility, and a workflow fast enough to keep pace with the news cycle. Other publishers report the same pattern: Den of Geek measured 35% more page views and 40% more time on site in the first month, and readers who engage with a Riddle stay up to 57% longer.

How a newsroom actually ships one

The reason publishers can run this at volume is that nothing in the loop needs an engineer. A news quiz can go from idea to live inside an article in a single editorial shift.

1. Draft it from the story you just wrote. Paste the article URL into the AI Quiz Maker and it drafts questions, answers, and results in seconds, ready to edit. Or start from a branded template your team saved earlier. Newsrooms working in Claude can even build it through the Riddle MCP server, in the same chat where the story is written.
2. Keep it on-brand without a designer. Every Riddle is white-label on every plan: your fonts, colors, and logo, with a CSS editor for the rest. Save the result as a template so the next quiz starts already branded.
3. Publish it inside the article. Copy the embed code and paste it into your CMS the same way you embed a YouTube video. It works in WordPress (with a dedicated plugin), Webflow, Sitecore, Drupal, and any HTML page.
4. Monetize the attention. Serve ads between questions, which can give a single article 8–10x the ad inventory, or hand a sponsor their own co-branded quiz.
5. Keep the data. Real-time analytics show starts, completions, drop-off points, and answers per question. Everything is first- and zero-party data, flowing to your CRM and to Google Analytics 4, Google Tag Manager, Meta Pixel, Matomo, or Adobe Analytics.

The formats newsrooms actually run

Riddle has 35+ formats, but publishers converge on a handful, and SRF's 1,913 Riddles are mostly these:

The weekly news quiz. A recurring scored quiz on the week's stories. It builds a return habit, it is quick to produce from articles you already published, and it is the single most common publisher format.
The quick poll. A one-question poll inside a story, giving readers a reaction and giving you a live sentiment reading you can quote in a follow-up piece.
The personality quiz. A personality test that ends in a shareable result. This is the format that travels furthest on social and brings new readers back to your domain.
The match predictor. For sports desks, a predictor where fans call scores before kickoff, paired with a season-long leaderboard that keeps them returning every matchday.
News games and puzzles. Crosswords, Sudoku, and spot-the-difference from the mini-game family, which publishers increasingly run as a daily habit product and a subscription driver.

Blocks from different families can be mixed inside a single Riddle, so a news quiz can end in a poll, or a personality quiz can capture an email before revealing the result. Browse all formats and blocks →