World Chess Launches “Brains Are Duty-Free” Global Campaign in Response to US Tariffs
World Chess, a London-based chess gaming and entertainment company, has launched an international discount campaign called “Brains Are Duty-Free” in response to the latest round of US tariffs targeting major economies. The campaign offers discounts matching the latest US tariff rates to players in affected countries, including 34% off in China, 46% in Vietnam, 20% in the European Union, and 26% in India. This initiative aims to lower barriers and connect with new users, especially in India, which has one of the fastest-growing chess communities in the world.
World Chess is the official partner of the International Chess Federation (FIDE) and operates chessarena.com, FIDE’s official gaming platform. The platform allows paid members from 160 countries to earn an online rating recognized by FIDE. The “Brains Are Duty-Free” campaign is now live on chessarena.com and will run throughout April 2025.
Ilya Merenzon, CEO of World Chess, stated, “We launched this campaign as a signal. 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.”
The campaign is expected to be particularly effective in developing regions, such as India, where the chess community is rapidly expanding. With the recent launch of the Stripe-based FIDE ID Verification system, which streamlines player access to the platform, the campaign is projected to boost sales significantly. World Chess’ flagship gaming platform, chessarena.com, has already attracted millions of users worldwide and is poised for further growth in the global chess market, which is projected to reach $3.8 billion by 2032.
India, in particular, is a key market for World Chess, with a strong tradition of online play and a growing interest in chess. The 26% discount offered to Indian players through the “Brains Are Duty-Free” campaign is expected to enhance brand loyalty and increase subscriptions. With young stars like Gukesh D gaining international recognition and a vibrant chess culture, India presents a high-potential market for digital subscriptions, Pro memberships, and tournament participation.