Marketing Against The Grain From $0 to $150M: 3 Key Marketing Moves That Built Chess.com
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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.
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Chess.com vs. Genius.com
- Kieran compares Chess.com to Genius.com, highlighting their ability to dominate despite competition.
- He asks Erik what made Chess.com the premier platform for playing chess.
Chess.com's Success Factors
- Chess.com's success is attributed to three factors: brand, customer acquisition (SEO), and product.
- Having a strong brand, sustainable customer acquisition strategy, and a great product are key for market dominance.
Influencer Marketing in Chess
- Chess.com leverages influencer marketing by having influencers of different levels play in streamed tournaments.
- This strategy expands the reach and appeal of chess to a wider audience.