Magnus Carlsen Caught In Conflict: Legendary GM's Start-Up Enters Chess Stronghold

Last Updated:April 06, 2026, 21:19 IST

Carlsen’s startup Take Take Take expands into play and learning, challenging Chess.com’s core space, while the Norwegian remains unable to promote it.

Magnus Carlsen’s chess startup Take Take Take is making a bold push into online play and learning — two areas long dominated by Chess.com.

Carlsen’s Complicated Position

Despite being a co-founder and major shareholder, Carlsen won’t be front and centre promoting the expansion.

That’s because of his existing ties to Chess.com, which acquired the Play Magnus group in 2022, bringing platforms like Chess24 under its umbrella.

“Because my co-founder and the biggest shareholder is Magnus Carlsen… there are limitations to how Magnus can then promote Take Take Take," CEO Mats Andre Kristiansen said.

“It’s not a great situation… for Magnus, it’s frustrating because he’s super excited about what we’re building."

Partnering With The Rival

To speed up its expansion, Take Take Take has partnered with Lichess, the popular free, open-source alternative to Chess.com.

The collaboration gives the startup immediate access to an established user base, avoiding the uphill task of building one from scratch.

Kristiansen revealed that during an early meeting, Erik Allebest made Chess.com’s stance clear.

“My first meeting with Chess.com was in 2023… the first thing he said was, ‘never enter play and never enter learn. That’s ours.’ And I found that quite intimidating."

Competition, Not Conquest

Still, Take Take Take insists it’s not out to topple the market leader.

“Our goal is not necessarily to dethrone Chess.com," Kristiansen said. “They are a great product, and they’ve done a great amount of things for the chess ecosystem."

Even so, the lines are being redrawn. And Carlsen is obviously making sure he has a say in it.

(with Reuters inputs)

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