Bootstrapping Chess.com Into 10 million Daily Players
Aug 13, 2024
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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.
Chess.com has revolutionized inclusivity in chess, redefining who can participate and expanding its player base significantly.
The platform's growth is driven by a seamless blend of community engagement, content creation, and innovative game features to enhance user experience.
Integrating media and storytelling is vital for attracting diverse audiences, ensuring chess remains relevant in today's competitive gaming landscape.
Deep dives
The Unique Culture of Chess
Chess has its own distinct culture that has evolved over centuries, influencing how the game is perceived and played. Unlike other traditional games, chess encompasses a rich history filled with unique stories, players, and community interactions. This cultural depth contributes to its appeal, making it a challenge for other games to replicate the same level of engagement. The combination of tradition and modern adaptations helps chess maintain relevance and attract new players.
Growth Trends in Online Chess
The online chess platform experienced substantial growth, especially during the pandemic, with a peak of daily users reaching approximately 11 million. While there was an initial slowdown, the landscape revealed a resurgence of interest in 2023, partly driven by media and entertainment endeavors, including various upcoming movies and book adaptations about chess. This interconnected relationship between gaming and media allows chess to capture interest from diverse audiences, potentially leading to sustained growth. The aim for continued growth in 2025 hinges on rekindling enthusiasm for the game through innovative storytelling and collaborative projects.
The Power of Community Engagement
Chess.com stands out in its ability to blend community, content, and product features to enhance user experience. By redefining what it means to be a chess player, the platform encourages inclusivity, celebrating players of all skill levels and backgrounds. This approach has successfully expanded the player base and fostered a sense of belonging among users, leading to increased engagement with the game. Additionally, efforts to spotlight community-created content, such as streaming and influencer participation, create relatable moments for new players, showcasing that everyone can enjoy chess regardless of their skill level.
Onboarding and User Experience Improvements
Effective onboarding is crucial for retaining new users in any game, and chess.com recognizes the need for ongoing enhancements in this area. The platform aims to simplify the learning process by implementing features like a 'play versus coach' mode, which allows beginners to learn at their own pace without the pressure of competing against seasoned players. Prioritizing user-friendly tutorials and reducing barriers to entry ensures that new players feel supported in their chess journey. Ongoing improvements in the onboarding process will help maintain user interest and encourage long-term engagement with the game.
The Role of Content and Media in Chess
The integration of content and media has become essential for attracting and retaining chess players in today's gaming landscape. By creating relatable narratives and engaging events, chess.com has tapped into a broader audience beyond traditional chess enthusiasts, enabling collaborative experiences with celebrities and streamers. Upcoming media projects, including Netflix adaptations, promise to further boost interest in chess and create more diverse generational connections to the game. The focus on leveraging both traditional and digital media strategies positions chess well for sustained relevance in a competitive gaming market.
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
