In a bold strategic move, Magnus Carlsen’s chess startup, Take Take Take, has announced its expansion into the playing and learning sectors. This transition places the company in direct competition with Chess.com, the current market leader and the platform where Carlsen currently serves as an official ambassador.
The expansion creates a unique challenge for the former World Champion. While Carlsen is a co-founder and the largest shareholder of Take Take Take, he is legally restricted from promoting the venture. These limitations stem from the 2022 agreement in which Chess.com acquired Carlsen’s Play Magnus Group (including Chess24).
“There are limitations to how Magnus can promote Take Take Take because it’s in conflict with the agreement with Chess.com,” CEO Mats Andre Kristiansen told Reuters. While Carlsen is reportedly “super excited” about the new tools, he will step back from promotional activities to honor his existing obligations.
To accelerate its market entry, Take Take Take has partnered with Lichess, the popular open-source, non-commercial platform. This collaboration allows the startup to tap into an established player base and infrastructure without the need to build a global network from the ground up.
This move marks a significant shift in strategy. According to Kristiansen, Chess.com CEO Erik Allebest had previously warned the startup to stay away from the “Play and Learn” segments. Despite the push into this territory, Kristiansen maintains that the goal is not necessarily to “dethrone” Chess.com, but to broaden the competitive landscape.
As Take Take Take pivots from a content-only platform to a functional play-and-learn tool, the chess community is waiting for a response from Chess.com.
The Take Take Take application is already available for download on both the App Store and Google Play Store, allowing users to test the new features immediately.
With elite players like Carlsen, Giri, and Niemann all backing different technological ventures, the 2026 season is proving to be as much about digital innovation as it is about the moves on the board.
UPDATE from Lichess: “Earlier this year, Take Take Take approached us with a unique proposal. Rather than building their own proprietary play zone from the ground up (a “walled garden”), Take Take Take have asked us to share our “digital commons” and use our infrastructure and play zone.” – read the full Lichess and Take Take Take Sign Cooperation Agreement
