You might have heard: Most of The New York Times’ most popular items last year weren’t news stories, but a mix of contributed content, interactives and quizzes

But did you know: Interactive games and quizzes such as The New York Times’ dialect quiz have been some of the more popular content for news sites recently. Time magazine is looking to exploit the format’s popularity with Time Labs, a standalone site launching today that will repurpose Time’s interactive stories. Advertising on Time Labs will likely be native ads that resemble its editorial content. Time’s interactive graphics editor Chris Wilson says: “[Time Labs is] not going to be our bread and butter, but it’s a way we can delight and entertain people using the skills we developed that we think are unique.”