How do I put a new Trading Card Game on the Market?
How do I put a new Trading Card Game on the Market?
A Guide for Publishers and Distributors
The Trading Card Games (TCGs) landscape has seen remarkable growth in recent years with countless new releases hitting the market. However, not all of them have achieved the intended success. Bringing a new TCG to market requires not only good game, but also thorough strategy, dedication and understanding of market dynamics. In this comprehensive article we will explore the essential steps to launch a new Trading Card Game, focusing on the physical aspect of the market.
1. Introduction to Trading Card Games
A Trading Card Game is a card game in which players put together their own decks with cards from different series. These series often contain between 100 and 300 unique cards, packaged in booster packs of 10 to 20 cards. An element of excitement and collection comes from buyers not knowing which cards they will receive when purchasing a booster pack. Most TCGs regularly release new series, with additional decks and special editions to attract collectors.
2. The Main Goals of a TCG
A successful TCG must achieve two main goals: providing an engaging gaming experience and encouraging collecting. These two aspects often go hand in hand, motivating players to collect new cards while enjoying strategic deckbuilding and play. An organized play program is crucial for long-term success. This program, supported by the publisher, allows stores to attract and retain players by hosting regular events.
3. Community Building and Organized Play
Community Building, also known as Hobby Building, is a key element in the success of a TCG. Shops act as important meeting places where players gather, trade, play and make new friends. The success of organized play programs and events is crucial to building an engaged and growing community. The enthusiasm, knowledge and commitment of store staff are vital, but the true power lies in the interaction between players. The social factors, especially the sense of community, are indispensable for a TCG to live a long life.
4. The Current Landscape of TCGs
Before we delve deeper into the launch process, let's first outline the current landscape of TCGs. Three giants dominate the market: Magic the Gathering, Pokemon TCG and Yu-gi-oh TCG. Each of them has its own specific target group and a history of more than 20 years.
- Magic the Gathering is aimed at players between the ages of 15 and 35, with a strong emphasis on the gaming aspect and a well-organized playing program.
- Pokemon TCG, targets a younger audience (8 to 25 years old) and places more emphasis on collecting.
- Yu-gi-oh TCG, on the other hand, is aimed at anime fans between the ages of 15 and 30, with collecting and playing equally divided.
Hundreds of TCGs have been released over the past two decades, but only a few have achieved actual success. The World of Warcraft TCG, active from 2006 to 2013, was a big hit, mainly thanks to scratch codes for in-game goodies in the online version of World of Warcraft.
Disney Lorcana, released in 2023, also shows a lot of potential. However, many TCGs have disappeared, and a few are currently trying to compete for a spot in the market, including Flesh and Blood, Digimon, One Piece the Cardgame, and Battle Spirits.
A striking observation is that no brick-and-mortar TCG has ever been successful without the support of Friendly Local Game Stores (FLGS). The community building these stores provide is invaluable to a TCG's long-term success.
5. What game stores need to make your TCG a success?
A successful launch of a TCG requires not only an attractive game concept, but also the involvement and support of game stores. Here are some crucial aspects that game stores need to get started with your product:
Creating a Hype:
- Strong hype is essential for a successful launch. It's a kickstart for your TCG. There must be X number of players willing to come to stores to play. The critical mass is approximately 20 players per store. From this group, 8 players meet every week to play or trade. With this small community, the stores can start to grow and expand further.
- Examples such as World of Warcraft and Disney Lorcana show that a powerful intellectual property (IP) can contribute to great hype. Maybe the Taylor Swift Trading card game is an idea.
- A large IP is no guarantee of success. Star Wars Unlimited is coming and the hype is still a long way off. This is the third time that Star Wars has been used for a new TCG.
A Good Quality TCG:
- The game must be well designed, attractive and printed to a high quality.
- The standard card size of 88.9 mm by 63.5 mm should be maintained.
Timing:
- A worldwide release date, preferably on a Friday, is very important.
- Choosing a date requires consideration of other major releases, such as Magic, Pokemon, Lorcana or Yu-gi-oh, to avoid conflicts.
- Creating anticipation and rumors about the cards in the months before release can increase the hype. Consider leaking information in small doses to increase the buzz.
A Unique Target Group:
- Target a new audience to avoid competing with established TCGs. Understand that switching for an established player may be difficult due to previous investments in another TCG.
- The successes of Lorcana and World of Warcraft show that attracting a new target group to stores is crucial. Stores are less likely to be enthusiastic about your TCG if they have to let well-known customers or players switch to a new gameDistribution network:
- Partner with the #1 or #2 distributor in the tabletop industry in each country where the TCG is released
Distribution network:
- Partner with the #1 or #2 distributor in the tabletop industry in each country where the TCG is released
Scarcity (or the sens of):
- Scarcity creates a sense of urgency and exclusivity.
- A FOMO (Fear of Missing Out) must be created, but with the needs of the community in mind.
- There needs to be enough product available to allow players to play on a reasonably large scale.
6. What not to do with a TCG.
While we've covered the essential steps for a successful launch, it's also important to avoid pitfalls. Here are some things to avoid when issuing a TCG:
- Excessive Marketing after a Successful Release. After the release is a success, the community can take on a large part of the marketing itself. Excessive marketing after a successful launch may not be effective.
- Big Tournaments With Huge Prize Pools Are Not Necessary. Instead of focusing on large tournaments with huge prize pools, a well-thought-out tournament system for game stores is often sufficient.
- Limit the Production of Popular Cards. Limited printing of popular cards to keep the value high. Flooding the market with sought-after cards can lead to a downward price spiral.
- Beware of Power Creep.Make sure each new set is unique and interesting, without outdoing previous sets. A constant increase in card power can discourage players in the mid-term.
7. Are you're looking for advice on marketing strategies, community engagement, or any other aspect of TCG?
Bringing a new Trading Card Game to market is a complex and risk-filled process that requires carefully planned strategy and execution. Understanding the dynamics of the TCG market, targeting a unique audience and building an engaged community are crucial elements for success.
As a publisher or distributor facing issues related to publishing a TCG, you may be looking for a sparring partner to review the current strategy. Perhaps a completely new strategy is needed. Wherever your TCM issue lies, professional advice and guidance increases your chance of success.
Please get in touch,
Patrick ten Hoorn
p.tenhoorn(at)spellenhuis.nl
