The third edition of the Tech Mahindra Global Chess League (GCL) culminated in high drama at Mumbai's Royal Opera House, with the Alpine SG Pipers dethroning two-time champions Triveni Continental Kings to claim the lion’s share of the $1 million prize fund.

Held from December 14–23, the nine-day event transformed the iconic venue into a digital arena, blending the intellectual intensity of elite chess with the raucous energy of franchise sports.

In an exclusive conversation with Fortune India, Peeyush Dubey, chief marketing officer, Tech Mahindra, discusses the league's "fan-first" strategy, the role of AI in demystifying the game, and why India is the perfect launchpad for the sport’s next evolution. Edited excerpts:

What fundamentally differentiates the Global Chess League from traditional international chess tournaments?

The Global Chess League fundamentally reimagines chess to be a more inclusive sport, both for the players as well as the audience. While it embraces the rapid format that reflects the sport’s global shift towards faster, more dynamic competition, its true differentiation lies in transforming a traditionally individual game into a franchise-based, team-versus-team spectacle. GCL’s inclusive format also brings men, women, and prodigies onto the same teams, adding layers of strategy, pressure, and collaboration rarely seen in chess. Unlike conventional tournaments that focus on individual results, GCL combines speed, tactics, and team accountability, creating a high-intensity environment that sharpens decision-making while offering fans a more engaging, accessible, and modern way to experience the sport.

Why was a franchise-based, team-led format chosen for chess, and what problem does it solve for the sport?

We believe chess needs more than standalone tournaments; it needs lasting engagement. While individual events reward brilliance, they don’t naturally build loyalty or recurring stories. Teams give identity, rivalries, and emotional investment—essentials for any modern sport. They also give players a shared environment where strategy and pressure are collective. In short, the franchise model makes chess a long, fan-followed sport, without altering the game itself.

How does GCL balance commercial ambition with the integrity and seriousness of elite chess?

Integrity is non-negotiable, which is why the Global Chess League was conceived in close partnership with FIDE, the global governing body for chess. The format, rules, and competitive standards are fully aligned with FIDE guidelines, and matches are overseen by FIDE-appointed arbiters. Our innovations sit around the sport, not within it. Technology and presentation enhance fan understanding and engagement, while the chess itself remains uncompromised and played at the highest level. That alignment enables GCL to pursue commercial growth with confidence, as the foundation of the league is built on global governance, credibility, and respect for the game.

What makes chess viable today as a premium live entertainment product?

Chess has always been characterized by depth and drama. What has changed is how it can now be experienced. Technology enables fans to experience the game's thinking, tension, and momentum in real time, rather than just the final result. Faster formats, team dynamics, and immersive presentations have transformed chess into something that is live, emotional, and shared. When fans can understand decisions as they unfold and connect with players as people, chess becomes compelling entertainment without losing its intellectual seriousness. Today, chess fits perfectly into a premium live format because it combines skill, speed, and storytelling, all delivered in ways modern audiences expect.

How do corporate technology partners contribute strategically, beyond sponsorship visibility?

Companies like IBM, AMD, AWS, Cisco, Google Cloud, BMC, Red Hat, and Microsoft are embedded into how GCL functions and how fans experience chess. From AI-driven insights and smart broadcasting to cloud-led fan engagement, real-time data, and secure high-performance infrastructure, their expertise allows us to reimagine how chess is presented and understood. By collaborating with global technology leaders, GCL is able to transform chess into a dynamic, interactive, and digital-first experience, creating long-term value for the game.

How does AI change the way fans understand chess, not just watch it?

AI transforms chess from something fans passively watch into something they actively comprehend. Instead of just seeing moves on a board, fans can follow the ideas, risks, and alternatives behind each decision in real-time. At GCL, AI-powered insights translate elite-level thinking into clear, accessible narratives—highlighting momentum shifts, tactical possibilities, and strategic intent as the game unfolds. That context lowers the barrier to entry without oversimplifying the sport. The result is a deeper, more engaging experience where fans don’t just see what happened, but also understand why it happened.

In what ways has technology helped humanise elite chess players for broader audiences?

Technology has taken chess players out of isolation and made them visible as people, not just names on a score sheet. Transparent team environments, live reactions, and on-board communication enable fans to see emotion, pressure, and collaboration in real-time. Broadcast tools and digital storytelling provide context to decisions, personalities, and team dynamics, enabling audiences to connect with players beyond their ratings or results. When fans can see how players think, react, and support each other, chess becomes relatable. That visibility turns elite players into human stories, and that connection is essential for growing the sport.

What does a “fan-first” approach mean in a sport historically designed around silence and isolation?

In a fan-first approach, access matters as much as respect for the game. That’s why GCL uses technology to bring fans closer without crossing into the players’ competitive space. Fans can hear live commentary through headphones while watching games, allowing them to follow elite-level thinking in real-time without disrupting the play. Fantasy chess, metaverse experiences, and a dedicated app with exclusive content allow fans to engage actively—predicting outcomes, exploring behind-the-scenes stories, and staying connected beyond match hours. Together, these layers turn chess from a silent, distant sport into an immersive, participatory experience.

Why is India the right market for reimagining the future of professional chess?

Chess is undergoing a structural shift from a niche, individual pursuit to a mainstream, spectator-driven sport, and India is at the heart of that transformation. India has 30,000 FIDE-rated players and over 90 Grandmasters—a figure that has doubled in less than a decade. Chess is one of the most popular participatory sports in the country, to the extent that it has been mandated as part of several schools’ curricula. It is also notable that India is doing extremely well internationally and is home to the reigning World Chess Champion. That cultural depth is translating into global momentum. The Global Chess League has seen a 33.4% rise in worldwide viewership from Season 1 to Season 2, alongside a fourfold surge in social reach. While India remains the anchor market, emerging regions like Brazil and the United States are showing exponential adoption, signalling that chess, when reimagined for modern audiences, can scale across borders. The takeaway is clear: India is no longer just producing elite players, but also shaping how chess is consumed, commercialized, and experienced worldwide.

What does India’s chess ecosystem offer that other countries don’t?

India offers a combination that no other chess market does: scale, access, and digital fluency. It has the highest number of chess players in the world, the deepest digital penetration, and some of the most affordable data globally, which enables live, interactive consumption at scale. Add to that the world’s largest youth population, and you have an audience that is curious, competitive, and native to digital platforms. This creates an environment where chess can grow not just as a sport, but as a participatory, always-on entertainment experience. That convergence of culture, technology, and youth is what makes India uniquely positioned to shape the future of professional chess.