RCS - World Chess PLC - Launch of Global Brand Campaign

World ChessAnnouncement

26/05/2026 11:45

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RNS Number : 7290F  World Chess PLC  26 May 2026

World Chess Plc ("World Chess" or the "Company")

Launch of Global Brand Campaign

World Chess Plc (LSE: CHSS | FRA: QZ9), the London-listed chess company and
official commercial partner of the International Chess Federation (FIDE), is
pleased to announce the launch of "Chess Is Very Good For You", an umbrella
brand and player-acquisition campaign that has gone live across central London
and is being made available to national chess federations worldwide.

Key Highlights

·      A new campaign, "Chess Is Very Good For You", has launched across
the London Underground - including Central and Jubilee line sites at Liverpool
Street, Tottenham Court Road and Canary Wharf  - placing it in the heart of
the City of London.

·      The campaign is designed to grow chess as a sport as well as
benefit the Company -  by promoting the merits of the game itself, it aims to
broaden the overall audience World Chess serves.

·      It is built on independent research commissioned by World Chess
into the benefits of regular play and is designed to expand over time as the
Company publishes further findings - adding new reasons under the same banner.

·      It is intended to acquire new players to the Company's platform,
worldchess.com, focusing on the large majority of the chess audience who are
newcomers rather than existing competitive players and to deepen engagement
with the UK community while building the brand for a global audience.

·      The full creative package is being offered free of charge to
FIDE's c.200 national federations to run in their own cities and languages - a
distribution model designed to deliver international reach at minimal
incremental cost.

·      The campaign marks a deliberate step into growth, expressed
through the bold, distinctive design for which World Chess is known, and
reinforces the Company's integrated platform, broadcast and live-events model.

Background

The campaign speaks to two audiences at once. It is a public-interest message
- research links regular play to better focus, decision-making and long-term
cognitive health - and a message to the City it sits in: 600 million people
play chess, and the company building for them is headquartered in London and
listed as CHSS.

World Chess has built worldchess.com to compete with the category's leading
platforms on product. The growth is not only in fighting over
already-affiliated players, but in winning the far larger population of
newcomers, in Europe, Asia and other growth markets. The campaign scales
through distribution, not only paid media. National federations can run the
campaign in their own cities and languages, extending the reach.

It is a deliberate move into growth, in the bold design World Chess is known
for - and the marketing expression of the Company's integrated model: platform
(worldchess.com), broadcast products and live events working as one system to
acquire and retain a global audience.

Ilya Merenzon, Chief Executive Officer of World Chess Plc, commented:

"Chess is one of the world's most played games and still one of its least
commercialised. This is an umbrella campaign - what's good for chess is good
for World Chess, and chess is genuinely good for you. We've commissioned our
own research into why, and we'll keep adding reasons. We're doing it with the
bold design we're known for, because a move into growth should look like
something. The real opportunity is the hundreds of millions of people who play
but have not had a company built for them. We intend to be that company."

Further information about the campaign can be found here
https://worldchess.com/projects/chess-is-good-for-you

 

 World Chess                                merenzon@worldchess.com

 Ilya Merenzon, CEO
 AlbR Capital Limited - Financial Adviser  +44 (0) 20 7469 0930

 David Coffman / Dan Harris

About World Chess

World Chess Plc (LSE: CHSS) is the official commercial partner of FIDE, the
International Chess Federation. The Company operates worldchess.com, the
official FIDE-rated gaming and subscription platform, with over one million
registered users; produces the World Chess Show, broadcast across 50+ markets.
World Chess has been traded on the London Stock Exchange since 2023 and is
only publicly listed chess company in the world.

 

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