Bootstrapping Chess.com Into 10 million Daily Players

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Aug 13, 2024

Eric Albaest, co-founder and CEO of Chess.com, shares his journey from e-commerce to revolutionizing online chess. He reveals how the platform grew to 5-10 million daily players thanks to strategic community engagement and media integration. The huge surge in popularity, particularly after Netflix’s "The Queen's Gambit," is discussed alongside the psychological dynamics of chess. Albaest emphasizes the importance of balancing content and product while exploring how streaming has driven Chess.com's phenomenal growth.

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INSIGHT

Chess Psychology

Chess losses sting more than other game losses.
Chess wins feel more rewarding than other game wins.

ANECDOTE

Erik's Gaming Origins

Erik Allebest's mom taught him chess at age eight, and he played his first game with friends.
As a child, he loved strategy games like Axis and Allies, and also enjoyed paintball.

INSIGHT

From E-commerce to Community

Chess.com initially aimed to boost Wholesale Chess but shifted focus due to e-commerce's challenges.
Erik Allebest found e-commerce boring, preferring brand building and product innovation.

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Eric Allebest, co-founder and CEO of Chess.com, joins the podcast to discuss how he's revolutionized the world of online chess. With 5-10 million daily players and nearly $100 million in annual revenue, Chess.com has become the go-to platform for chess enthusiasts worldwide.

Eric shares his journey from e-commerce to building a chess empire, starting with Schoolhouse Chess and Wholesale Chess before launching Chess.com. He reveals how the company has weathered surges and plateaus in popularity, including the massive boost from Netflix's "The Queen's Gambit."

In this episode, you'll learn:

• How Chess.com changed the definition of who can be a chess player, vastly expanding the market
• The importance of balancing community, content, and product in building a successful gaming platform
• Why streaming and content creation have been crucial to Chess.com's growth strategy
• How the company navigates the challenges of running a complex gaming ecosystem

Check out Erik's Resources:
https://www.chess.com/
https://x.com/chesscom
https://www.tiktok.com/@chess
https://www.chesscomshop.com/
https://www.instagram.com/wwwchesscom/
https://www.youtube.com/user/wwwChesscom

(00:00) - The Transferability of Chess.com to Other Games
(00:29) - Introduction to the Podcast and Guest
(02:12) - Eric Allebest's Journey with Chess.com
(03:28) - The Popularity and Growth of Chess.com
(04:20) - Eric's Favorite Games and Gaming Preferences
(07:05) - The Psychology of Chess and Player Behavior
(09:16) - Eric's Early Life and Introduction to Games
(10:31) - The Birth of Chess.com and E-commerce Challenges
(13:24) - The Evolution of Gaming and Content Integration
(16:33) - The Role of Design and Branding in Chess.com
(22:57) - The Impact of Streaming on Chess Popularity
(25:17) - Engaging with Non-Top Players
(26:05) - Streamers and the Element of Competition
(27:36) - Celebrity Collaborations and Vulnerability
(30:14) - The Changing Media Landscape
(31:20) - Chess and Other Traditional Games
(34:11) - Impact of The Queen's Gambit
(37:06) - Media and Entertainment in Chess
(47:17) - Onboarding New Users to Chess.com
(49:42) - Reflections on Chess and Life
(51:19) - Closing Thoughts and Contact Information

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