For decades, Magic: The Gathering has stood as a titan in the collectible card game industry, evolving, adapting, and consistently drawing in new enthusiasts. A particularly ambitious recent initiative, “Universes Beyond,” aimed to broaden its appeal even further by collaborating with beloved franchises like The Lord of the Rings and, most recently, Final Fantasy. The promise was clear: bring new fans into the fold by offering them a piece of their cherished universes within Magic`s intricate gameplay. However, a closer look reveals a significant paradox: while the sets are selling remarkably well, the pricing strategy – or lack thereof – is actively sabotaging the very goal of player expansion.
The MSRP Mirage: A “Suggested” Solution
The reintroduction of Manufacturer`s Suggested Retail Price (MSRP) for Magic products was met with an almost euphoric reaction from the player base. At MagicCon in October 2024, the announcement regarding MSRP`s return for upcoming sets like Foundations and Final Fantasy sparked an ovation. Players hoped this would be the silver bullet, a definitive measure to curb the ever-escalating prices that had become a persistent thorn in their side. After all, a “suggested” price from the manufacturer should, in theory, guide retailers and protect consumers from egregious markups. Or so it was “suggested.”
When the Final Fantasy set hit the market, the official MSRPs were laid out:
- Play Booster: $6.99
- Collector Booster: $37.99
- Commander Deck: $69.99
- Collector`s Edition Commander Deck: $149.99
- Bundle: $69.99
- Gift Bundle: $89.99
- Starter Kit: $19.99
Yet, the reality on the ground, particularly at local game stores (LGSs) – the supposed heart of the Magic community – tells a vastly different story. Preorder prices from independent shops quickly deviated:
- Play Booster Box (30 Packs): $174.99 (MSRP math: $209.70) – An anomaly, oddly cheaper.
- Collector Booster Box (12 Packs): $699.99 (MSRP math: $455.88) – A significant hike.
- Commander Deck (e.g., Final Fantasy 7): $124.99 (MSRP: $69.99)
- Collector`s Edition Commander Deck (e.g., Final Fantasy 7): $399.99 (MSRP: $149.99)
- Gift Bundle: $159.99 (MSRP: $89.99)
The disparity is not merely slight; it`s a chasm. While the Play Booster box paradoxically appeared cheaper at pre-order from this specific LGS, nearly every other premium product was significantly inflated. And these were *pre-order* prices. Post-launch, Collector Booster boxes now command four-figure sums, and even individual Collector Boosters retail for over $100. The “S” in MSRP, it seems, stands firmly for “Suggested,” granting retailers the freedom to price as they see fit, regardless of the consumer`s wallet or the manufacturer`s intent. This lack of enforceable pricing has turned the “solution” into little more than a polite recommendation, easily disregarded when profit beckons.
Beyond the MSRP: Diminishing Returns for Every Player
The pricing dilemma isn`t solely confined to licensed crossovers or the effectiveness of MSRP. Core changes to how Magic products are structured have also quietly chipped away at perceived value. With the introduction of Play Boosters in 2024, a standard pack now contains 14 cards instead of the long-standing 15. This subtle reduction was followed by another shift earlier this year: Play Booster boxes now contain 30 packs, down from the previous 36.
Consider the cumulative effect: players are now receiving fewer cards per pack, from boxes containing fewer packs, all while paying prices that often significantly exceed the suggested retail. For veteran players, this translates to less “bang for their buck,” a growing sense of being asked to pay more for less. It’s a strategy that, while perhaps boosting short-term revenue per unit, risks eroding the foundational trust and enthusiasm of its loyal customer base.
Universes Beyond: Opening Doors, Closing Wallets
The core objective of the “Universes Beyond” initiative was ingenious: tap into the vast fanbases of other IPs and introduce them to the world of Magic. Imagine a devout Final Fantasy fan, captivated by the stunning artwork and flavorful mechanics of the new cards, deciding to finally dip their toes into the game. They might head to a local big-box retailer, only to find empty shelves. Their next logical step? The local game store, a community hub for players.
But upon arrival, the enthusiasm quickly sours. A Final Fantasy VII Commander Deck, advertised on the official Magic website at a reasonable $69.99, is instead priced at $124.99. A “Collector`s Edition” deck, previously $149.99, is now nearly $400. For a newcomer, this immediate and significant markup is a formidable barrier. The hypothetical new player, understandably unwilling to pay nearly double the expected price, retreats, perhaps to fire up Final Fantasy VII on their console instead, getting the desired experience without the unexpected financial shock.
This isn`t mere conjecture; countless anecdotal accounts across online forums echo this exact predicament. These are precisely the individuals “Universes Beyond” was designed to attract, and they are being priced out before they can even cast their first spell.
The irony deepens when one considers the alternatives. If a Magic player, intrigued by the Final Fantasy collaboration, wished to explore the source material, the barrier to entry is remarkably low. The entire Pixel Remaster collection, encompassing six classic Final Fantasy titles, was recently available for around $45 during a major online sale. Even at full price, acquiring all 16 core Final Fantasy games on a digital storefront might cost around $322.
- Final Fantasy I-VI Pixel Remaster Bundle: $75
- Final Fantasy VII: $12
- Final Fantasy VIII: $12
- Final Fantasy IX: $21
- Final Fantasy X (via X/X-2 HD): $30
- Final Fantasy XI: Free to download (first month free)
- Final Fantasy XII (via The Zodiac Age): $50
- Final Fantasy XIII: $16
- Final Fantasy XIV: $20 Starter Edition (plus subscription)
- Final Fantasy XV: $36
- Final Fantasy XVI: $50
- TOTAL (approx.): $322
That`s all 16 main Final Fantasy games – hundreds of hours of immersive storytelling and gameplay – for roughly 25% of the cost of a single Collector Booster box for the Magic set, and only $100 less than a current Play Booster box. While the experiences are inherently different, the sheer value proposition for the original IP is undeniably superior. If the primary goal is to engage with the Final Fantasy universe, the video games offer an unprecedented return on investment compared to the current pricing of their collectible card game counterparts.
The Unchecked Spread: A Looming Threat
One might argue that Final Fantasy was a unique, high-demand anomaly. Unfortunately, this issue appears to be a systemic problem, not an isolated incident. Upcoming “Universes Beyond” sets are already exhibiting similar trends in pre-sale markets:
- Edge of Eternities Collector Booster boxes (an in-universe set, not UB) are pre-selling for $430, against an MSRP-derived price of $299.88.
- The highly anticipated Spider-Man set is pre-selling its Collector Booster boxes for $720.
- With Avatar: The Last Airbender on the horizon, expectations are that similar pricing patterns will emerge.
Despite these soaring prices and the apparent alienation of potential new players, Wizards of the Coast and Hasbro might seem unconcerned. After all, the Final Fantasy set reportedly shattered sales records, becoming the highest-grossing Magic set in its initial sales period. From a pure revenue perspective, the “suggested” pricing model and the ensuing market dynamics appear to be working for them. However, this short-term gain masks a potentially critical long-term vulnerability. If the financial barrier remains insurmountable for the very demographic “Universes Beyond” aims to capture, the wellspring of future players will eventually dry up.
Conclusion: A Call for Recalibration
Magic: The Gathering finds itself at a peculiar juncture: immensely successful in its current sales, yet simultaneously facing a growing crisis of accessibility. The reintroduction of MSRP was a gesture towards affordability, but its “suggested” nature has rendered it largely ineffective in the face of aggressive secondary market pricing. Coupled with incremental reductions in pack content, the overall value proposition for both new and veteran players is diminishing.
The “Universes Beyond” initiative is a brilliant concept for expanding the game`s reach. However, without a more robust strategy to ensure fair pricing and genuine accessibility, it risks becoming a mere profit engine that simultaneously alienates the very audience it seeks to embrace. For the long-term health and growth of this iconic game, Hasbro and Wizards of the Coast must decide whether record-breaking sales today are worth the potential cost of a shrinking, disenfranchised player base tomorrow. The magic, after all, is in the community, not just the cards.
Callum Darby