The Queen's Gambit series is not just the most watched series in Netflix history. It also aroused widespread interest in chess.
The series about the life of a girl from an orphanage, who then becomes a chess icon, breaks all ratings records. On November 23, 2020, Netflix announced that the series was viewed by more than 62 million households in its first 28 days (Netflix has around 200 million subscribers globally), which is two million less than the "record" documentary Tiger King. The series is on the list of the 10 most watched in 92 countries around the world, of which it took first place in 63.
SURPRISED TRADERS OF CHESS KITS
Even more than the very impressive ratings figures, the "side" effect of the series is interesting from a marketing point of view. Analytical company NPD reports a 125% increase in sales of chess sets. Texas-based toy sales company Goliath Games saw a 1,000 percent increase in sales compared to the same period last year. The chess portal app Chess.com has jumped from the depths to the leading download sites. All this given the fact that you will not find ads on Netflix, and the company does not intend to introduce them. And another fact that publishers (and probably writers) will be especially pleased with. Walter Tevis novel, on which the story is based, has become part of The New York Times elite best-selling book family 37 years after its publication.
Assurance, the series is about a happy web of circumstances that has enabled a huge increase in sales of chess accessories. First, the series is really good. A worse series would be hard to touch consumer wallets. In addition, it demystifies a game that everyone knows, but can only be played by a few. This creates enough curiosity for viewers, which has led to increased sales.
THE PANDEMIC ALSO "HELPED" THE CHESS'S FAVORITE
Chess became a source of entertainment as early as the time of the pandemic. Ebay had already reported a more than 60 percent increase in sales before the series aired.
In addition to the increase in the number of new members, the American Chess Federation reports that chess sets, which cost several thousand dollars, are also a bestseller. Chess game transfers are also flourishing. The popular Twitch platforms recorded 4.2 million views of chess lessons in October, almost twice as many as in October last year (2.4 million). With the onset of the first wave of the pandemic (March to August), that number is 41.2 million hours, or six times more than in the previous half-year.
THE WITCHER SERIES HAVE A POSITIVE IMPACT ON BOOK AND VIDEO GAME SALES
The success of the Queen’s Gambit series was somewhat overshadowed by the huge success of another Netflix series. This is the fantasy series The Witcher, which began airing in 2019. Already in its first month, it recorded 76 million views (according to Netflix’s metrics, viewing counts anything longer than two minutes). Thanks to the series, the franchise is a success on two more "fronts" and is an example for many branding professionals of how to succeed in a highly competitive entertainment environment. Sales of The Witcher 3: Wild Hunt video game increased 554 percent at the start of the series compared to the same period in 2018. Again, of interest to publishers. In the U.S., sales of the books on which the story of the series is based increased by 562 percent.
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Chess was the preferred game of my father and uncle.