The Netflix Effect

Chess has been played for centuries and is certainly one of the most popular games. Since the hit series “The Queens Gambit” started airing on Netflix on October 23 this year, it has brought not only benefits for this platform, but also for chess itself, especially if we take sales as an indicator. Troubled and […]

The Netflix Effect

Chess has been played for centuries and is certainly one of the most popular games. Since the hit series “The Queens Gambit” started airing on Netflix on October 23 this year, it has brought not only benefits for this platform, but also for chess itself, especially if we take sales as an indicator.

Troubled and talented chess player Beth Harmon, the young American gave Netflix a hit and massively increased interest and demand for chess sets, but also introduced children and adults in lockdown around the world to the popular “game of kings”. Although the series has already been seen by over 62 million households, its ratings continue to grow.

Searches for the “chess set” on Amazon have risen by 857%, and the sets are constantly moving up the best-selling charts in America and the UK. Sales of the $ 28.99 wooden set made by Chess Armory broke into the top 100 best-selling toy lists. Google’s “How to Play Chess” search has peaked compared to previous years, and the number of newly registered players on chess websites has increased by 54%. The novel which the series is based on is now a New York Times bestseller, 37 years after its publication.

It’s important to note that sales of chess sets grew significantly even before the Netflix series appeared, precisely because of the fact that during the pandemic, people were locked in their homes. However, huge growth is happening in the first weeks of the series. Queen’s Gambit seems to have overtaken the trend started by the coronavirus, although both have roots in the same conditions: people stuck at home watching more Netflix – and now playing more chess.

Do you use current trends to promote your products? Contact us if you need advice – contact@omeg.co⁣⁣