World Chess has announced the launch of "Chess Is Very Good For You", a global player-acquisition brand campaign that has gone live across central London Underground sites, and is being made available to national chess federations worldwide.
World Chess, the London-listed chess company and official commercial partner of the International Chess Federation (FIDE), said the campaign runs on Central and Jubilee line sites including Liverpool Street, Tottenham Court Road and Canary Wharf, is built on independent research linking regular play to better focus, decision-making and long-term cognitive health.
The campaign aims to acquire new players to its platform, worldchess.com, by targeting newcomers rather than competitive players.
At the same time, the campaign materials will be offered free to FIDE's c.200 national federations to run in their own cities and languages to scale reach at minimal incremental cost.
"What's good for chess is good for World Chess, and the real opportunity is the hundreds of millions who play but have not had a company built for them," Ilya Merenzon, Chief Executive Officer.
The company says the campaign will expand over time as it publishes further findings and that the initiative is the marketing expression of its integrated platform, broadcast and live-events model and a deliberate step into growth.
