World Chess PLC
("World Chess", the "Company" or the "Group")
World Chess Plc Launches "Brains Are Duty-Free" Campaign in Response to U.S. Tariff Policy, Targeting Strategic Global Growth Markets
London / Berlin - World Chess Plc (LSE: CHSS), the official partner of the International Chess Federation (FIDE) and operator of the global online chess platform Chess Arena, announces the launch of its international campaign "Brains Are Duty-Free" in response to the latest round of U.S. tariffs targeting major economies.
The campaign offers discounts to players in affected countries equal to the new U.S. tariff rate - including 34% off in China, 46% in Vietnam, 20% in the European Union, and 26% in India, a key growth market for World Chess.
Chess Arena, the company's flagship platform, is accessible globally and supports rapid user acquisition in fast-growing chess economies. With millions of registered players and a growing footprint in South and Southeast Asia, World Chess sees this campaign not only as a brand statement but also as an activation mechanism to accelerate subscriptions and loyalty in strategically relevant regions.
"We launched this campaign as a signal," said Ilya Merenzon, CEO of World Chess. "The world is raising barriers. We're lowering them. And we're especially excited to connect with new users in India - one of the most passionate, fastest-growing chess communities anywhere."
India, where chess is undergoing a cultural and competitive renaissance, is already one of Chess Arena's most active markets. With young stars like Gukesh D capturing international attention and a strong tradition of online play, India represents a high-potential market for digital subscriptions, PRO memberships, and tournament participation.
The campaign is now live at chessarena.com and will run throughout April 2025.
For further information and media inquiries, contact: media@worldchess.com.
About World Chess
World Chess Plc is a London-based media and gaming company and the official partner of the International Chess Federation (FIDE). It operates Chess Arena, the global chess platform with a FIDE-rated environment, and organises top-level tournaments including the World Chess Championship cycle.
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