Marketing Against The Grain

From $0 to $150M: 3 Key Marketing Moves That Built Chess.com

Aug 1, 2024

In this engaging discussion, Erik Allebest, the founder of Chess.com, shares how he grew the platform to $150M in ARR without external funding. He reveals three pivotal marketing strategies that transformed Chess.com, emphasizing community engagement and content creation. Erik also highlights the importance of enhancing the user experience and hosting prize events to attract players. The conversation dives into chess's rise through streaming and the evolution of influencer marketing, showcasing the balance between authenticity and strategic growth.

41:56

Episode guests

Erik Allebest

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Quick takeaways

Chess.com achieved remarkable growth through strong branding, strategic SEO practices, and creating a user-friendly platform that attracted diverse players.

The incorporation of influencer marketing and community engagement on platforms like Twitch made chess more accessible and appealing to younger audiences.

Deep dives

Eric's Journey with Chess

Eric's early relationship with chess began at the age of eight, thanks to his mother, who introduced him to the game. His interest deepened over the years, especially during high school, where he started to play more frequently. He found chess to be an endlessly fascinating game, characterized by its complexity and the vast number of strategies involved. This passion ultimately culminated in his founding of chess.com, a platform that has significantly expanded the accessibility and popularity of chess across the globe.

Winning at All Costs: The Psychology of Ratings

01:34

Blend Chess with Culture, Avoid Politics

01:28

Intro

4min

Chess, Strategy, and the Patterns of Success

2min

The Psychological Dance of Chess Ratings and Competition

2min

Chess.com: Strategic Growth and Market Dominance

9min

Navigating the Evolution of Influencer Marketing in Chess

4min

Mastering the Chess Market

19min

Ep. 248

What are the 3 marketing ideas that took Chess.com to $150M?

Kieran Flanagan dives into the strategic steps Erik Allebest and his team took to dominate the online chess world and build a thriving community-led business. Learn more about the early recognition and promotion of chess streaming, winning over both casual and professional players by enhancing user experience and hosting prize events, and the importance of integrating SEO and content creation to outshine the competition.

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