Playing hard to get is a phrase used to describe someone who is not easily won over and is reluctant to show interest in another person. It is often used in the context of dating, where one person may be trying to appear uninterested in order to make the other person more interested. The term can also be used to describe someone who is difficult to work with or to persuade. The crossword solution for this term is COY, which is an adjective meaning shy, reserved, or modest.