Magnus Carlsen’s app, Take Take Take, has partnered with Lichess, an open-source chess platform managed by volunteers, to enhance its offerings by introducing a “play and learn” feature in addition to the existing live game tracking functionality. However, on the day of this announcement, the notable absence was Carlsen himself, who not only co-founded the app but also serves as its public face.
The reason for Carlsen’s absence was explained by Take Take Take CEO Mats Andre Kristiansen in a video posted on the platform’s YouTube channel. He noted that Carlsen is an ambassador for Chess.com, which has emerged as a direct competitor to Take Take Take due to its foray into the play and learn segments of chess.
“Magnus cannot be here today, and there is a significant reason for that,” Kristiansen stated. “We are now venturing into the play zone area, launching a comprehensive chess platform that includes both a play zone and a complete learning experience. Reflecting back on my first chess tournament in Toronto in 2023, where I followed Magnus on the Champions Chess Tour, I recall meeting Erik Allebest, the co-founder and CEO of Chess.com, and Danny Rensch, Chess.com’s Chief Chess Officer. Erik made it clear that I could not encroach on their play and learn domain. While I was welcome to develop Take Take Take around the fan experience and the watch zone, entering the play and learn space would inevitably lead to conflict.”
Kristiansen elaborated on the conflict stemming from Carlsen’s role as an ambassador for Chess.com, highlighting that the platform acquired Play Magnus Group in 2022, which included various products like Chess 24 and Chessable, along with Carlsen’s personal ambassadorial role. This acquisition allowed Chess.com to unite popular players Hikaru Nakamura and Carlsen, who previously competed on separate platforms.
“I received a clear warning that entering the play and learn market would have repercussions. The consequence is that we cannot have Magnus actively promoting Take Take Take since we are now direct rivals,” Kristiansen added.
When asked how Take Take Take plans to move forward without Carlsen, Kristiansen responded, “The reality is that Magnus is both a co-founder and a significant shareholder of Take Take Take, while also serving as an ambassador for Chess.com. However, he does not dictate our strategic direction. We needed to expand beyond just the fan zone and watch zone to create a sustainable business. Our primary focus has always been to establish a viable enterprise, as we understand that the essence of chess lies in playing the game, which is what everyone desires.”
