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
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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.
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