With all respect to Anya Taylor-Joy, Netflix’s The Queen’s Gambit might have made chess an unlikely phenomenon in 2020, but she was by no means the first pin-up of the board game.
Magnus Carlsen has been a chess master since the age of 13. As he shares with his 1.5 million Instagram followers, he’s also the highest rated player of all time.
Magnus isn’t content with being a chess master five times over, though.
He’s looking bigger for his next strategic play.
From the tournaments to brand deals, global apps and over three million followers across his YouTube, Instagram and X, will he checkmate anyone doubting chess’ broader appeal off the boards?
A true knight’s tale
Born in Norway in 1990, Magnus Carlsen was always good at puzzles. As a toddler, he was solving jigsaws and putting together LEGO blocks aimed for children much older.
Steering him in the direction of chess was his father, an amateur enthusiast.
Initial apathy turned into aptitude, and he taught himself through reading, playing alone, and honing the skills necessary – including memory and mastering different combinations.
He did it the hard way. In a time before tech, Magnus’ skills can’t be condensed in summaries. Sorry, AI.
And this is how he became the kind of celebrity the world of chess hasn’t seen before; the world’s top-ranked player in 2011, winning the first of his five World Championships in 2013, and achieving the highest-ever chess rating of 2882 in 2014.
Pawn star power
Despite his unblemished record, his success at the game didn’t translate to worldwide fame you’d expect from a prodigy in tennis, basketball, or similar.
And that’s been the story for decades. Seriously, name five famous chess players without Googling. We’ll wait…
Apart from Bobby Fischer, it’s very likely that one of the only names that people can come up with is Magnus – and in his native Norway, he really is a household name comparable to the likes of LeBron James or Tiger Woods.
He’s the King of the game, but he’s not content being alone. What good is a King without a kingdom, after all?
And this is what he’s looking to change with his next move.
Now that he’s accomplished more than any other chess players that have come before him, he’s less interested in pursuing plaudits and looking to utilize his burgeoning fame to make chess more acclaimed.
With his star power, people won’t be bored of the board game.
Let’s reassess chess
Everything’s a niche - until it isn’t.
Whether it’s games like World of Warcraft or websites we can’t imagine living without (Amazon started as a site for selling books, never forget) today’s cult interest could be tomorrow’s cultural phenomenon.
And through his online presence - producing a steady stream of videos breaking down chess concepts and giving the sport a face and a presence - he’s broadening the appeal.
He continues to make big moves
His latest venture, Take Take Take, was announced in October 2024.
It will follow live games and players, explaining matches in an accessible way across platforms like YouTube and Twitch.
So, think you don’t get chess? Think again.
He’s eyeing the November World Chess Championship tournament between China’s Ding Liren and India’s Gukesh Dommaraju as the first major test for this new way of treating chess as a spectator sport.
But - no rookie, this one - the chess master has mastered new platforms in the past.
His first experience in building a brand beyond the board was with his chess app, Play Magnus.
Launched back in 2014, it was eventually bought for around $80 million in 2022 by Chess.com, the world’s largest chess website.
His King’s Gambit will see him trying to elevate chess from a niche to a sport in the same regard as America’s national pastime.
Will he succeed? We wouldn’t bet against the master.
What can we learn from the king of chess?
So, what does the Grandmaster's journey offer to content creators seeking to perfect their craft? Here are three key lessons:
1. Think ahead (way ahead)
Magnus teaches us the value of mapping a journey. Instead of chasing quick wins, imagine where you want your content to be five, or ten moves ahead. Think about building an enduring presence that goes beyond trends and fads. Ask yourself: are you creating content that only works today, or are you building a roadmap that could redefine the game tomorrow?
2. Turn niche into necessity
Chess, a niche game, wasn’t something most people considered “cool” until Magnus (and, granted, other key players like the Botez Sisters and Hikaru Nakamura) brought his influence to the board. He’s proven that with the right approach, any subject—even the smallest niche—can capture a wide audience’s imagination.
3. Build a kingdom, not just a crown
Magnus knows the value of growing an audience that shares his passion for chess. Through brand deals, online platforms, and now his new streaming venture, Take Take Take, he’s building a kingdom. This is possible when you view your audience as more than a following. Invest in a community that resonates with your content. Cultivate a loyal base, because what’s a king without his kingdom?
