PlayMagnus

The company's initial product, the Play Magnus app, was launched in 2014 and featured a chess engine modeled on Carlsen's playing style at different ages. This was followed by the launch of the Magnus Trainer app in 2016 and Magnus' Kingdom of Chess in 2018, targeting younger audiences. The business model is centered on a portfolio of eLearning and entertainment services, generating revenue primarily through subscriptions and the sale of online courses. The company offers services through a variety of brands, many of which were integrated through a series of strategic acquisitions. Key milestones include the 2019 merger with chess24, an online chess server, which led to the formation of the consolidated Play Magnus Group. This was followed by the acquisition of the learning platform Chessable in 2019 and several other brands in subsequent years, including New In Chess, iChess.net, Everyman Chess, GingerGM, and Aimchess, creating an extensive library of digital chess content.

In October 2020, Play Magnus Group was listed on the Oslo Stock Exchange, raising significant capital for further growth and technology development. A major component of its entertainment division is the Meltwater Champions Chess Tour, a professional online tournament series launched in 2020 that attracts top global players and substantial viewership. The company's target clients range from casual players and students to professional chess players and coaches. Revenue is generated through monthly subscriptions for premium access to its platforms, direct sales of digital courses, and partnership revenue from the Champions Chess Tour. In a landmark development for the chess world, Play Magnus Group was acquired by its major competitor, Chess.com, in a deal that officially closed on December 16, 2022. This acquisition brought together the largest online chess platforms, with Magnus Carlsen subsequently signing on as a brand ambassador for Chess.com.