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Online chess platform Chess.com has partnered with Rumble Gaming as the company looks to further its push into the esports space. Rumble Gaming will work with Chess.com to develop a holistic approach to activating brands within its competition products.

Historically, chess competitions have been segmented into distinct brands based on ruleset, participants, etc. Chess.com Director of Business Development Nick Barton told The Esports Observer that the platform is now looking to bring these distinct competitions together under a more unified heading. All of chess broadcast content will fall under what we consider the esports and gaming arena, he said. There isnt going to be a distinction in the way the content is presented to the viewer.

This holistic approach is part of what made the partnership with Rumble Gaming attractive to Chess.com. Where Rumble comes in is that they share this view with us packaging even traditional properties as esports viewing experiences.

Chess surged in popularity on Twitch earlier this year when Chess.com held its first streamer tournament, Pogchamps, which helped the chess category reach 12.5M hours watched during June. That viewership growth has also translated into new users for the platform, which has added more than 1M new members in the last month according to a release.

With chess growing in awareness and engagement among a younger, digitally native audience, Chess.com is looking to harness that momentum and capitalize on its ties to the esports industry, leveraging the experience and connections of Rumble Gaming to do so. We want chess to be in the discussion when marketing managers and agencies are looking for esports activations this can be online chess of any type, Barton said.

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Chess.com Signs Esports Talent Agency Rumble Gaming to Enhance Sponsorship, Broadcast Strategy - TEO - The Esports Observer