Magnus Carlsen aims to transform chess into a spectator sport while adjusting his focus from titles to engagement.
Few chess players can match the celebrity status of Magnus Carlsen.
Becoming a grandmaster at just 13, Carlsen gained fame by standing up to an American player embroiled in cheating allegations and by diving into the world of online chess.
His rise has put him in the same league as legends like Garry Kasparov and Bobby Fischer, and just last month, he was named the greatest player ever by the International Chess Federation.
However, Carlsen, now 33, admits that his drive for professional titles has waned. “I’m at a different stage in my career,” he shared. “I still love playing, but I no longer have the same hunger.”
Instead, he aims to turn chess into a spectator sport. Recently, he launched a new app called Take Take Take, designed to make chess matches more engaging and easier to understand, filling a gap he sees in streaming platforms like YouTube and Twitch.
“It will have a chill vibe,” he said.
Carlsen plans to offer recaps and analysis on this app, starting with the upcoming World Chess Championship match between Ding Liren and Gukesh Dommaraju.
He won’t be playing himself since he voluntarily stepped down as champion in 2023.
With prior experience in chess apps—like Play Magnus, which allowed users to play against a chess engine modeled on his style—Carlsen and his team are betting that this new app will attract casual fans.
They aim to simplify the game, providing features that let users follow individual pieces and understand different aspects of each match.
While the app is currently free to build its user base, they have plans for monetization in the future.
Despite the app’s promise, it enters a crowded field dominated by Chess.com, which boasts over 100 million users, alongside platforms like YouTube and Twitch.
With the ease of access to powerful chess engines, cheating has also become easier, yet these tools can help learners improve their skills significantly.
Carlsen believes today’s chess games are of higher quality thanks to deeper preparation and artificial intelligence reshaping how games are analyzed.
Still, Carlsen acknowledges that after two decades of competition, his mind isn’t quite as quick as it used to be. “As people age, they naturally have less energy,” he admits.
But he remains determined to stay at the top of his game for years to come. “Even though I might not process information as fast, chess is about combining energy, mental power, and experience.
I’m still closer to my peak than on the decline.”
Carlsen has played a massive role in boosting chess’s popularity, becoming the world’s number-one ranked player in 2011 and winning five World Championships since.
Social media influencers like Hikaru Nakamura are also helping to reach new audiences. The hit Netflix series The Queen’s Gambit in 2020 contributed greatly to chess’s newfound appeal.
Moreover, Carlsen’s refusal to play against Hans Niemann, who admitted to cheating in online games, created a stir in the usually quiet chess world and further enticed public interest.
The question remains: can chess continue to thrive without the full involvement of its biggest star?