By: Leela Xie
Post Malone, a prominent figure in the music industry known for shattering music-streaming records, has set his sights on a different realm — the world of fantasy tabletop card games. A dedicated fan of Magic: The Gathering, a fantasy tabletop card game, Post Malone recently made headlines by purchasing a unique card from the game in a record sale. This move highlights a surging trend propelling game cards into a spotlight comparable to sports cards (NPR).
In a groundbreaking transaction, another enthusiast who acquired a newly released Magic card featuring the iconic golden ring from the Lord of the Rings trilogy sold it to Post Malone for a reported sum of $2 million (NPR). This transaction marks a significant milestone in the realm of Magic: The Gathering, which, until now, had not witnessed the same mainstream prominence as other trading card games like Pokémon (NPR). The purchase of this card for seven figures resonates with the impact of the first million-dollar baseball card sale, solidifying the significance of Magic: The Gathering in the collectors’ sphere (NPR).
Ken Goldin, an authority in sports memorabilia collection and the owner of Goldin Auctions likened this event to a historic moment in the sports card industry. He emphasized that the acquisition of such a high-value game card emphasizes the game’s seriousness and significance for the multitude of collectors around the world (NPR).
This surge in the popularity of trading card games (TCGs) signifies a profound shift within an industry traditionally dominated by sports cards. As nostalgia-driven Gen Z and Millennials, who grew up collecting game cards in the 1990s and 2000s, continue to exert their influence, the popularity of fantasy characters is rivaling that of star athletes (NPR).
Several factors contribute to the heightened popularity of TCGs. The pandemic prompted individuals to revisit their collections, increasing interest in old Pokémon, Yu-Gi-Oh!, and Magic cards (NPR). This trend, in turn, overwhelmed authentication and assessment companies, resulting in backlogs. The release of new sets containing rare cards and notable celebrity purchases has fueled the market’s fervor (NPR).
This trend is evident in the activity surrounding game card authentication. The Professional Sports Authenticator (PSA), a leading player in card grading, saw a surge in TCG card submissions, with numbers nearly equaling those of sports card grading. PSA received over 514,000 TCG card submissions in July alone, slightly fewer than the approximately 528,000 sports cards submitted (NPR). This remarkable growth illustrates the rising prominence of TCGs.
The intersection of pop culture and TCGs, including games like Magic: The Gathering, has contributed significantly to this ascent, as pop stars like Post Malone engage with these games, drawing attention and making game cards a trendy and collectible aspect of modern pop culture. High-profile sales, such as Logan Paul’s acquisition of a rare Pikachu card for a record $5.275 million in 2021, have attracted attention to the TCG market (NPR). Notably, Paul’s status as an influencer with over 23 million YouTube followers further amplified the visibility of TCGs, transforming them from childlike collectibles into culturally meaningful artifacts (NPR).
Incorporating elements from the playbook of sports cards, Hasbro’s Magic: The Gathering has embarked on crossovers like its partnership with Lord of the Rings (NPR). Post Malone’s acquisition of the “One Ring” card, Magic’s first one-of-a-kind card release, exemplifies this strategy. This approach mirrors introducing artificial scarcity with new, rare cards, influencing the sports card market (NPR).
However, caution is warranted. Overemphasizing artificial scarcity through rare card releases could lead to inflated pricing, potentially undermining the overall value of game cards (NPR). Goldin emphasized that items initially produced as collectibles might not appreciate as much as unintended collectibles, like baseball cards (NPR).
Furthermore, Hasbro’s rapid release of Magic cards could impact the fundamental appeal of the game. Some enthusiasts have expressed concerns about the proliferation of new cards, diverse card arts, and the increasing complexity of card effects, which might affect the core gameplay experience (NPR).
As the worlds of fantasy and collectibles intersect, TCGs are carving out a prominent place in a traditionally sports-dominated industry. The surge in popularity, celebrity involvement, and increasing cultural significance are reshaping the landscape of trading card collectibles.
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A look inside the world of rare trading cards and the most significant buy this year: NPR