Chessplus
Chessplus is a privately held Australian family business that designs and sells a proprietary chess-variant board game featuring a unique piece-combining mechanic, distributed globally via Shopify D2C, specialty retail, and an emerging digital video game on Steam, iOS, and Android.
- Company typePrivate
- Founded2017
- HeadquartersPretty Beach, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Chessplus does
Chessplus is a privately held, family-owned board game company founded in Sydney, Australia in 2017 (concept originating in 2016), built around a proprietary chess variant in which same-colour pieces can occupy the same square, merging into hybrid pieces (15 combined types) that can move as either constituent piece or split apart. The physical product line comprises three resin-based editions sold through Shopify direct-to-consumer e-commerce with worldwide shipping, a weekend presence at The Rocks Market in Sydney, and a network of Australian and European wholesale distributors and specialty retailers; the company has sold over 50,000 cumulative physical units since launch. Pricing is one-time purchase only, with Players Edition at A$59, Designer Edition at A$119 (a Good Design Australia 'Best in Class' award winner with weighted brass-insert pieces and wrap-around board), and Everyday Edition at A$45–A$65 (pieces-only). The company has no external institutional funding beyond a 2017 Kickstarter campaign, employs roughly five named personnel (founder Christian Simpson, creator Aimee Simpson, Operations Lead Teresa, Digital Director Josh Caratelli, Business Development Coordinator Sohil Muchhala), and is now extending into digital via a Chessplus Video Game in development for Steam, iOS, and Android. Customer segments span families/casual players, chess educators and schools, competitive chess enthusiasts, and gift buyers; marketing is anchored on organic social (TikTok, Instagram, YouTube, Facebook) and earned media (British Chess Magazine, Board Game Nation, Australia By Design).
Chessplus firmographics
Firmographics- Name
- Chessplus
- Legal name
- Chessplus
- Website
- https://chessplus.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Chessplus is a privately held Australian family business that designs and sells a proprietary chess-variant board game featuring a unique piece-combining mechanic, distributed globally via Shopify D2C, specialty retail, and an emerging digital video game on Steam, iOS, and Android.
- Ownership category
- akta.pro rank
Chessplus industry classification
Industry- Product category
- Board Games
- NAICS
- Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (33993)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Board Game & Puzzle Specialty Retailers (CRALALAA)
- akta.pro secondary industry
- Mobile Game Publishing & App Game Stores (BPAMAKAB)
Keywords
Where Chessplus is headquartered
LocationHeadquarters
- HQ city
- Pretty Beach
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Chessplus business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Physical Board Game Sales: Chessplus generates revenue through the direct sale of physical board game products across three product editions: Players Edition (board + pieces, $59 AUD), Designer Edition (premium board + weighted pieces, $119 AUD), and Everyday Edition (pieces only, $45-$65 AUD). Sales are conducted via the company's Shopify e-commerce store, at The Rocks Market in Sydney, and through a network of wholesale distributors and retail stockists globally. The company has sold over 50,000 physical units worldwide since launch.
- Digital Video Game: Chessplus is expanding into the digital gaming market with a video game version available on Steam (App ID: 3273750). The digital product is being developed by Josh Caratelli (Digital Director) and is planned for release on iOS, Android, and Steam platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Players Edition - Board and pieces, best-selling practical compact set |
| One time/ perpetual license | Pay-as-you-go | Designer Edition - Premium board and weighted pieces with brass inserts |
| One time/ perpetual license | Pay-as-you-go | Everyday Edition - Pieces only (no board), great value for on-the-go play |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels10 records
Chessplus product offering
Product offeringCore offering
Chessplus designs, manufactures, and sells a variant chess board game where players can combine two same-colour pieces on a single square into a hybrid piece that moves as either constituent piece or splits apart. The company sells three physical editions (Players, Designer, and Everyday) of this dual-mode game (which doubles as a standard chess set) through its own e-commerce store, a Sydney weekend market stall, wholesale distributors, and retail stockists worldwide, and is developing a digital video game version.
Product overview
Chessplus is a two-player strategy board game and digital product that enhances traditional chess with a piece-combining mechanic. The portfolio consists of three physical product editions (Players Edition, Designer Edition, Everyday Edition) sold together as a unified game system, plus an upcoming video game version. The core innovation is that pieces can merge during play to create powerful hybrid pieces (e.g., Bishop+Rook='Biook') or split apart, with combined pieces leaving the board if captured. All three physical editions share the same 38-piece resin set design with interconnecting features that enable dual gameplay of Chessplus AND regular chess. The Players Edition ($60) includes board and pieces; the Designer Edition ($110) adds weighted pieces with brass inserts and premium packaging; the Everyday Edition ($45-$65) offers pieces-only options.
Differentiator
Problem solved
Functional benefit
Brands
- Players Edition: The best-selling edition featuring elegant pieces and a folding board with rules on the back. Includes playing pieces, Chessplus board, and rule book.
- Designer Edition
- Everyday Edition
Products and services
- Chessplus Players Edition The best-selling Chessplus edition, featuring 38 high-quality resin playing pieces (19 Ivory and 19 Charcoal), three extra Queens per colour, a folding board with rules printed on the back, and a rule book. Plays as Chessplus or as standard chess using the same pieces and board. Priced at AUD $59 (RRP). Intended for families, casual players, and gift buyers seeking a compact, easy-to-learn strategy game.
- Chessplus Designer Edition Australian award-winning premium Chessplus set featuring brass-weighted pieces, a wrap-around playing board with laser-etched acrylic storage, a nested display case, a rule book, and a velvet travel pouch. Plays as Chessplus or as standard chess. Priced at AUD $119 (RRP). Targeted at premium gift buyers, collectors, and design-conscious enthusiasts.
- Chessplus Everyday Edition Pieces-only Chessplus set (no board) offered in unweighted (AUD $45) or weighted with brass inserts (AUD $65). Includes 38 high-quality resin playing pieces (19 Ivory and 19 Charcoal) with three extra Queens per colour and a thick velvet travel pouch. Designed for portable, on-the-go gameplay and for customers who already own a standard chess board.
- Chessplus Video Game Digital version of Chessplus for Steam, iOS, and Android, translating the piece-combining, splitting, and promotion mechanics of the physical board game into a digital format. Developed by Digital Director Josh Caratelli. Intended for digital game players seeking a chess-variant experience on personal devices.
Quantifiable outcome
- 900+ possible positions after the first move (more than double traditional chess)
- +3 more outcomes
Companies that use Chessplus
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Chessplus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Chessplus partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Let's Play GamescoreLet's Play Games is a games wholesaler based in Sydney NSW, Australia, serving as Chessplus's primary Australian wholesale distributor. They distribute Chessplus products to retail stores across Australia.
- Chessplus GermanycoreChessplus Germany is the distribution partner for Chessplus in Germany, the European Union, and the United Kingdom. Orders from these regions are fulfilled through chessplus.de, a regional distribution hub.
- The Games ShopminorThe Games Shop is an Australian retail chain with locations in Hornsby, Erina, Greenhills, and Charlestown, NSW. They stock Chessplus products for walk-in customers.
- Good GamesminorGood Games is an Australian game store network. Chessplus products are available through Good Games stores across Australia, serving the tabletop gaming community.
- Artisan's Nest Collective NewtownminorArtisan's Nest Collective in Newtown, NSW (315 King St) stocks Chessplus products as part of their curated selection of artisan and design products.
- Hommes Uniques SAminorHommes Uniques SA is located at 52 Mount Barker Road, Hahndorf, South Australia 5245, and stocks Chessplus products for customers in the Adelaide Hills region.
- Let The Children PlayminorLet The Children Play is an independent toy store in Mackay, Queensland, Australia. They stock Chessplus as part of their educational toy and game range.
- Nielsen Design (Adam Laws)coreNielsen Design, led by industrial designer Adam Laws, is the award-winning design studio behind the Chessplus product design. Based in Sydney, Nielsen Design created the interconnecting piece mechanism, wrap-around board, and overall industrial design that won the Good Design Australia 'Best in Class' award.
- ShopifycoreChessplus's e-commerce store is powered by Shopify, which provides the online e-commerce platform enabling direct-to-consumer sales, payment processing, and order management for the company's global sales.
- Josh CaratellicoreJosh Caratelli is Chessplus's Digital Director, leading the development of Chessplus Digital — a video game version planned for iOS, Android, and Steam. He is responsible for crafting the digital experience of Chessplus.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Chessplus competitors and assessment
Company assessmentBroad incumbents
- Lichess: Lichess is a leading free open-source chess platform serving millions of players with play, analysis, and variants. It overlaps with Chessplus in targeting chess players interested in variant play and represents a comparable destination for the same audience.
- Spin Master Games: Spin Master is a global toy and game company producing strategy, family, and hobby games sold through mass retail worldwide. Comparable to Chessplus as a portfolio games company reaching consumers through retail distribution and DTC.
- Chess.com: Chess.com is the world's largest online chess platform with millions of daily users, offering play, lessons, and tournaments. While Chessplus is a physical/digital chess-variant game rather than a platform, both target the same chess-player audience and Chess.com's variant play surfaces competitor chess variants.
- Ravensburger: Ravensburger is a major global board game publisher producing strategy and family games including chess variants. A broad incumbent that competes for the same shelf and DTC attention that Chessplus targets in the board-game category.
- Hasbro Gaming: Hasbro Gaming produces mass-market board games including chess products under brands like Playskool and traditional chess sets. A broad incumbent that competes for the same family and gift-purchase occasions Chessplus targets.
- Goliath Games: Goliath Games is an established board game company producing family and strategy games distributed globally through toy and game retail. Comparable to Chessplus in selling physical board games with family and hobby positioning through mass retail channels.
Direct peers
- House of Staunton: House of Staunton manufactures and sells premium chess sets, boards, and accessories to consumers and institutions globally. Comparable to Chessplus as a chess-products brand selling premium sets worldwide through DTC and wholesale.
- Chess House: Chess House is a long-established chess products retailer selling sets, boards, and accessories to enthusiasts, schools, and clubs. Comparable to Chessplus as a chess-products seller targeting enthusiasts, schools, and gift buyers through DTC and wholesale.
- Winning Moves Games: Winning Moves produces popular chess variant games (e.g., Braille Chess, Giant Chess, chess-themed party games) sold through mass retail. It is a direct peer as a specialist in physical chess-variant game products with retail distribution.
Others
- Shopify: Shopify is the e-commerce platform powering Chessplus's DTC storefront. Listed as an enabling/ecosystem peer rather than a competitor, since Shopify underpins Chessplus's direct-to-consumer sales infrastructure globally.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Chessplus social profiles
Digital presenceChessplus compliance and trust
Trust signalCompliance2 records
Chessplus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Chessplus leadership team
Management profileNumber of profiles
Profiles5 records
Chessplus funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Chessplus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Chessplus
What does Chessplus do?
Chessplus designs, manufactures, and sells a variant chess board game where players can combine two same-colour pieces on a single square into a hybrid piece that moves as either constituent piece or splits apart. The company sells three physical editions (Players, Designer, and Everyday) of this dual-mode game (which doubles as a standard chess set) through its own e-commerce store, a Sydney weekend market stall, wholesale distributors, and retail stockists worldwide, and is developing a digital video game version.
Is Chessplus a public or private company?
Chessplus is a private company. It is classified as family owned and is currently operating.
When was Chessplus founded?
Chessplus was founded in 2017. It employs 1 to 10 people.
Where is Chessplus based?
Chessplus is headquartered in Pretty Beach, Australia, in the Oceania region.
How does Chessplus make money?
Two revenue lines are on record. Physical Board Game Sales are the primary driver. The others are digital Video Game.
Who are Chessplus's main competitors?
Broad incumbents on record are Lichess, Spin Master Games, Chess.com, Ravensburger, Hasbro Gaming and Goliath Games. Direct peers are House of Staunton, Chess House and Winning Moves Games. Shopify is listed as an others.
Does Chessplus have an API?
No public API is recorded for Chessplus.
What industry is Chessplus in?
Chessplus's product category is Board Games. Its primary akta.pro industry code is CRALALAA, Board Game & Puzzle Specialty Retailers, with a secondary code of BPAMAKAB, Mobile Game Publishing & App Game Stores. Its NAICS code is 45912 and its SIC code is 3944.