The Queen's Gambit Effect: How Platforms Like Chess.com Achieved Huge User Growth

Few phenomena have the power to transform niche interests into global sensations overnight, but Netflix's "The Queen's Gambit" did just that for the age-old game of chess. Similar to the impact of “Drive to Survive” on Formula 1’s popularity, “The Queen’s Gambit” proved that, once again, compelling storytelling has an unparalleled influence on sports and leisure activities. 

As Beth Harmon's fictional journey captivated millions, a very real surge in chess interest swept across the globe. According to industry reports, after “The Queen’s Gambit” premiered, sales of chess sets jumped 87% in the U.S., with chess book sales going up by an eye-popping 603%. Online chess platforms like Chess.com and Lichess, which had their own dedicated, albeit small audience, suddenly found themselves at the center of a digital gold rush. But how exactly did this Netflix-induced chess boom translate into tangible growth for these platforms? And more importantly, how have they managed to keep the momentum going long after the credits rolled on the final episode? 

In this blog, we'll explore into the strategies employed by online chess platforms to capitalize on their moment in the spotlight. From innovative marketing techniques to lucrative sponsorship deals and the pivotal role of influencers, we'll explore how chess websites have transformed a centuries-old game into a modern-day phenomenon. Get ready to uncover the moves that turned a cultural moment into a sustained checkmate for the chess industry. 

The Queen’s Gambit Effect: Decoded 

The release of Netflix's "The Queen's Gambit" in October 2020 sparked a global chess renaissance, catapulting the ancient game into the spotlight of popular culture. This miniseries, which follows the fictional chess prodigy Beth Harmon, not only garnered critical acclaim but also ignited a surge of interest in chess worldwide. The "Queen's Gambit effect" led to a dramatic increase in chess participation, both online and offline, reminiscent of how other sports have benefited from compelling media portrayals. 

A prime example of this phenomenon is the impact of Netflix's "Drive to Survive" on Formula 1's popularity. The documentary series, which debuted in 2019, has been credited with attracting a new generation of fans to F1, particularly in the United States. According to Nielsen Sports, F1 saw a 53% increase in U.S. viewership in 2021 compared to 2020, with 34% of fans saying they became interested in the sport after watching "Drive to Survive." 

Similarly, "The Queen's Gambit" catalyzed an unprecedented chess boom. Google searches for "chess" doubled in the months following the show's release, while chess set sales soared. eBay reported a 215% increase in chess set and accessory sales in the ten days following the series premiere. 

Chess.com experienced remarkable growth, adding 1 million new accounts monthly since March with a significant surge of 2.8 million new members in November following the show’s release on Netflix. The platform saw its daily game volume double between October and December. 

Events like PogChamps, Chess.com's invitational amateur tournament featuring popular non-chess Twitch streamers, have inspired content creators across various genres to embrace chess. These tournaments have drawn over 100,000 concurrent viewers, surpassing the audience numbers of many professional Grandmaster competitions. 

Marketing Techniques of Online Chess Platforms 

Online chess platforms, particularly Chess.com, were perfectly positioned to capitalize on this sudden surge of interest. These platforms employed several key marketing strategies to leverage the momentum created by "The Queen's Gambit": 

Themed Content and Events 

Chess.com created "Queen's Gambit" themed puzzles, lessons, and even a Beth Harmon bot that players could challenge. This direct tie-in to the show's popularity helped attract and retain new users who were inspired by the series. 

Influencer Partnerships 

The platform collaborated with popular chess streamers and YouTubers to create content like the aforementioned PogChamps tournament that appealed to both newcomers and experienced players. This strategy helped bridge the gap between the show's fictional portrayal and real-world chess. 

Social Media Engagement 

Chess.com amplified its presence on social media platforms, sharing memes, puzzles, and clips that resonated with the broader audience now interested in chess. This approach helped maintain engagement and encouraged users to share chess-related content within their networks. 

Improved User Experience

To accommodate the influx of new players, Chess.com enhanced its user interface and introduced features like adaptive difficulty levels and interactive lessons. These improvements helped retain novice players who might otherwise have been intimidated by the game's complexity.  

The success of these strategies is evident in the numbers. In November 2020, Chess.com reported over 100,000 new members joining daily, a fivefold increase from before the series aired. By the end of 2022, the platform had surpassed 100 million members, a testament to the effectiveness of their marketing approach in capitalizing on the show's popularity. 

The Role of Sponsorship Deals in Elevating Chess

Tournaments 

The increased visibility of chess had a knock-on effect, benefitting online platforms while attracting significant sponsorship deals to major chess tournaments. This influx of sponsorship has elevated the prestige and reach of chess events, creating a virtuous cycle of increased viewership and investment. 

Some notable examples of recent sponsorship deals in chess include: 

Meltwater Champions Chess Tour 

In 2021, Meltwater, a global media intelligence company, became the title sponsor of the Champions Chess Tour, one of the most prestigious online chess series. This deal, reportedly worth millions of dollars, has significantly increased the prize pool and production value of the events. 

FTX Crypto Cup 

Cryptocurrency exchange FTX sponsored a major online chess tournament in 2021, offering a prize pool of $220,000 plus a bitcoin bonus. This sponsorship not only brought substantial financial backing but also introduced crypto elements to chess prizes, attracting attention from both chess and crypto enthusiasts. 

Tata Steel Chess Tournament 

This long-running tournament in Wijk aan Zee, Netherlands, has benefited from consistent sponsorship by Tata Steel. The company's ongoing support has helped maintain the event's status as one of the most prestigious tournaments in the chess calendar. 

These sponsorships have had several positive effects on chess, such as increased prize pools attracting top players, raising the level of competition and excitement. Sponsorship money has allowed for better broadcasting, making chess more appealing to watch for a broader audience. Furthermore, the involvement of major brands has led to increased media attention, further popularizing chess. 

The Influence of Chess Influencers on the Game's Reach

Chess influencers have played a crucial role in maintaining and expanding the game's popularity beyond the initial surge caused by "The Queen's Gambit." These content creators, ranging from Grandmasters to entertaining amateurs, have helped make chess more accessible and engaging to a wider audience. 

Key chess influencers and their impact include: 

Hikaru Nakamura 

The five-time U.S. chess champion has become one of the most popular chess streamers on Twitch. His engaging personality and ability to explain complex chess concepts have attracted millions of viewers, many of whom are new to the game. 

Levy Rozman (GothamChess) 

Known for his instructional videos and entertaining commentary, Rozman has become one of the most-watched chess content creators on YouTube. His approachable style has helped demystify chess for beginners while still providing value for more experienced players. 

The Botez Sisters 

Alexandra and Andrea Botez have garnered a massive following on Twitch and YouTube, combining chess instruction with entertainment. Their content appeals to both chess enthusiasts and casual viewers, helping to broaden the game's appeal. 

Anna Rudolf 

A Woman International Master, Rudolf has built a strong following through her chess commentary and instructional content. Her work has been particularly influential in encouraging more women to engage with chess. 

Chess influencers have played a significant role in the game's growth by making it more entertaining, educational, and accessible. By blending humor, personality, and relatable experiences into their content, they have attracted a broader audience beyond traditional chess enthusiasts.

Many also create instructional material that helps new players improve, fostering continued engagement with the game. Through live streams and interactive content, they have built vibrant online communities that keep players connected and motivated. Additionally, collaborations with mainstream celebrities and other content creators have further expanded chess’s reach, introducing it to entirely new audiences. 

Future Opportunities in Chess Marketing 

The sustained interest in chess post-"Queen's Gambit" demonstrates the power of compelling storytelling combined with strategic marketing. Platforms like Chess.com have shown that by leveraging cultural moments and employing innovative engagement strategies, niche interests can be transformed into mainstream phenomena. 

For marketers, the chess boom serves as a case study in the potential of digital platforms to rapidly scale user bases when cultural trends align with smart marketing strategies. It also highlights the ongoing importance of influencer marketing and content creation in maintaining and growing audience engagement. 

The remarkable growth of online chess platforms in the wake of "The Queen's Gambit" offers a masterclass in seizing cultural moments and transforming them into sustained success. By leveraging innovative marketing strategies, forging strategic partnerships, and embracing the power of influencer engagement, these platforms have not just rode the wave of popularity but have created a lasting tide of interest in the royal game. 

If your brand is interested on making the most out of a cultural phenomenon in chess or any other sport, Zupotsu is keen to help you achieve your sports marketing goals. With a finger on the pulse of emerging trends and a toolkit of innovative marketing solutions, Zupotsu is uniquely positioned to help brands replicate the success seen in the chess world. 

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. It enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.