Magnus Carlsen Cannot Promote Take Take Take’s “Play and Learn” Mode

Magnus Carlsen’s chess app, Take Take Take, recently expanded its offerings by joining forces with Lichess, the free and open-source chess platform run by volunteers. This partnership allows the app to provide users with “play and learn” functionality in addition to the existing feature of following live games. The move is seen as an effort to make Take Take Take more interactive and engaging, catering to both casual players and serious chess enthusiasts who want to improve their skills.

Despite the announcement, Carlsen himself was noticeably absent when the app’s expansion was revealed. This raised questions among fans and the media, given that Carlsen is not only the co-founder of the app but also its public face. Analysts noted that his absence highlighted the complex relationships within the chess tech industry, where rivalries and endorsements can limit how prominent figures can promote competing products.

The reason behind Carlsen’s absence is tied to his role as an ambassador for Chess.com, a platform that directly competes with Take Take Take in the “play and learn” sector. By entering this space, Carlsen’s own app now competes with a platform he represents professionally, creating a conflict of interest. As Mats Andre Kristiansen, CEO of Take Take Take, explained in a video on the company’s YouTube channel, Carlsen could not publicly endorse the app’s new functionality without affecting his obligations to Chess.com.

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This situation illustrates the challenges that even top-level athletes and entrepreneurs face when they move into sectors where competition overlaps with their endorsements. While Carlsen’s reputation as a chess icon brings credibility to Take Take Take, contractual and professional ties to rivals limit the ways in which he can market the app. Observers say this is a common issue in tech and sports partnerships, where brand loyalty and ambassador agreements must be carefully managed.

Despite Carlsen’s absence from the announcement, the app’s partnership with Lichess is expected to significantly enhance user experience. Chess enthusiasts now have more tools to practise, learn, and enjoy interactive gameplay. By expanding into the “play and learn” sector, Take Take Take aims to carve out its niche in the competitive world of chess apps while carefully navigating the complex affiliations of its co-founder.

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