The Netflix show The Queen’s Gambit and lockdowns may have catalyzed a chess renaissance, but Chess.com’s savvy and often comical marketing strategy has grown it into new—and younger—markets over the past three years. Since early 2021, the company has rolled out a stream of new, offbeat robot opponents designed to attract and engage new users; a cast of “Cat Bots” introduced in January includes Scaredy Cat, Catspurrov, and the viral sensation Mittens. “We saw that there were ways we could actively grow the chess community, not just take care of the people who are already a part of it,” CEO Erik Allebest says. His team’s gambits have paid off. The site surpassed 100 million users in December, and daily active users doubled to 11 million between November and January, with Gen Z players powering the recent growth wave.
More from TIME
A weekly newsletter featuring conversations with the world’s top CEOs, managers, and founders. Join the Leadership Brief.
- Cybersecurity Experts Are Sounding the Alarm on DOGE
- Meet the 2025 Women of the Year
- The Harsh Truth About Disability Inclusion
- Why Do More Young Adults Have Cancer?
- Colman Domingo Leads With Radical Love
- How to Get Better at Doing Things Alone
- Michelle Zauner Stares Down the Darkness