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, co-founder of Chess.com, and marketing strategist Kieran Flanagan reveal how they propelled the platform to $150M. They explore the pivotal role of influencer marketing and live streaming in making chess more accessible. Delving into user experience, they highlight the balance between engaging casual players and serious competitors. The conversation also emphasizes the importance of SEO and innovative content creation, showcasing how Chess.com created a thriving community-led business in the digital age.

41:56

Episode guests

Erik Allebest

Kieran Flanagan

AI Summary

Highlights

AI Chapters

Episode notes

Podcast summary created with Snipd AI

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: The Cognitive Sport

3min

The Winning Strategy of Chess.com

9min

Leveraging Influencer Marketing in the Chess Space

4min

Winning the Chess Market

16min

The Joys and Challenges of Leadership and Innovation

3min

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.

Mentions