Throughout the MagicCon weekend, a consistent philosophy emerged from every interview and Q&A session: Magic: The Gathering aims to be accessible to anyone, yet acknowledges that not every release will appeal to everyone. The creative teams emphasize that achieving universal acclaim, while desirable, is an impractical goal.
MagicCon Atlanta hosted two significant panels revealing the company`s short- and long-term strategies for the long-running card game. The Preview Panel outlined nearly all 2026 expansions, highlighting that four would be Universes Beyond collaboration sets. Concurrently, the Secret Lair panel unveiled more than a dozen exclusive, limited-time releases slated for October, including partnerships with popular franchises such as Jaws, Furby, Iron Maiden, The Office, and various PlayStation titles.
Despite initial excitement during these presentations, the sheer volume of Universes Beyond collaborations alongside traditional Magic content caused considerable apprehension within the fanbase. This sentiment was evident in a viral post by a competitive player, who critically labeled some releases as `slop,` and through numerous videos from the YouTube content creation community expressing their concerns.
Subsequent discussions with the Magic: The Gathering design team following these panels revealed a crucial insight: the diverse fan reactions were entirely anticipated.
Acknowledging Diverse Preferences
During a Q&A session, Head Designer Mark Rosewater affirmed, “I completely grasp that individuals perceive the game through their unique perspectives, and that`s perfectly acceptable.” He underscored his primary message: “Your personal enjoyment and preferred way of playing Magic do not represent everyone`s. You are not the sole arbiter of what Magic should be.”
Nevertheless, the design team actively monitors all feedback, both positive and negative, following major announcements such as those at MagicCon. Blake Rasmussen, Communications Director for MTG at Wizards of the Coast, characterized the team as “terminally online, sometimes to our disadvantage,” yet emphasized their understanding that the loudest opinions don`t always represent the broader community.
Rasmussen noted, “Positive feedback is readily available, although negative voices tend to be the most prominent—a common trait of the internet.” He stressed the importance of remembering that “people are complex, possess diverse and intricate opinions and feelings, and this applies equally to Magic as it does to the world in general.”
The Universes Beyond Controversy
Rosewater admitted that Universes Beyond won`t resonate with every player and confirmed he has accepted the negative fan responses generated by its increasing presence in the game.
Addressing the apprehension regarding Universes Beyond`s expansion, Rosewater explained, “There`s invariably a boundary where players declare `this is Magic` or `this is not Magic,` but everyone`s boundary differs.” He continued, “While your boundary might feel definitive because it`s so clear to you, it`s not universally shared. As the person responsible for designing the game, I must honor all perspectives.”
Rosewater disclosed the definitive factor guiding Universes Beyond: “Quantitative data unequivocally shows Universes Beyond to be an unprecedented success across all measurable indicators.”
This success is exemplified by Magic: The Gathering – Final Fantasy`s opening day sales of $200 million, making it the fastest-selling expansion ever. In contrast, the prior record-holder, The Lord Of The Rings, took several months to reach the same sales figure. Rosewater also mentioned that a Fallout drop from 2024 (without specifying which one) holds the record as the best-selling Secret Lair release to date.
Magic has a history of integrating external worlds, even predating the Universes Beyond initiative. The game`s very first expansion, Arabian Nights (December 1993), drew inspiration from The Book of One Thousand and One Nights. Subsequently, Portal: Three Kingdoms incorporated the historical narrative of China`s Three Kingdoms era into a set tailored for Asian markets.
Despite the commercial success, Rosewater expressed empathy for long-time players who might feel overwhelmed by the influx of Universes Beyond sets. He articulated their potential sentiment: “When the broader community desires something that doesn`t align with your preferences, it can be disheartening.”
He offered a personal anecdote: Mark Rosewater, the lead designer of Magic: The Gathering, surprisingly isn`t a fan of Commander, the game`s most popular format.
Rosewater elaborated, “For me, Magic is inherently strategic; I thrive on outmaneuvering my opponent. Commander, however, functions more as a political game, where you engage with other players rather than purely the game mechanics.” He acknowledged his initial resistance, stating, “I truly had to adapt to it, and that`s fine. I eventually understood that increased player engagement and enjoyment ultimately benefit the game as a whole.”
Preserving Magic`s Core Lore
Concerns among some fans are growing that the influx of external intellectual properties through Universes Beyond and Secret Lair releases might overshadow Magic`s intrinsic lore. Although 2026 will introduce the in-universe set Lorwyn Eclipsed, it will follow Edge of Eternities (the last solely Magic-world expansion, released in August) by four months. In between these, two Universes Beyond sets, Marvel`s Spider-Man (September) and Avatar: The Last Airbender (November), are scheduled.
Rasmussen reassured that Magic: The Gathering`s narrative will absolutely persist.
He stated, “We are deeply committed to our narrative, as are our fans. When there`s widespread affection for a particular aspect, we amplify it.” Rasmussen emphasized, “The Magic multiverse, its characters, worlds, and stories are beloved, and we are actively expanding upon them.”
Numerous projects focused on Magic`s original lore are currently underway. These include an animated Netflix series announced in October 2024, and a live-action film and television universe being developed with Legendary Pictures. The MagicCon Atlanta preview panel also introduced a new Strixhaven-based novel, set to coincide with the Secrets of Strixhaven set release, alongside a new comic series launched recently with Dark Horse Comics.
Rasmussen acknowledged a persistent concern: “For a long time, there`s been apprehension that Magic would become solely Universes Beyond, causing us to lose our core narrative.” He countered this, asserting, “However, we are making significant investments in our original lore and storytelling. This is absolutely not something we are abandoning.”
Achieving Authentic Adaptations
Even players who embrace Universes Beyond have their own reservations, particularly regarding the faithful adaptation of external characters into Magic. A notable example from the panels was `Jaws, Relentless Predator` – a distinct card representing Steven Spielberg`s iconic shark. Despite its aquatic nature, the MTG interpretation of Jaws is mono-red, emphasizing its raw aggression and ferocity.
Rosewater noted that discussions about assigning Magic`s color identities to various characters have been prevalent since the game`s inception.
Rosewater recalled, “A frequent query I`ve always received is: `What colors would popular characters be?` Like, `What color is Iron Man?` or `What color is SpongeBob?`” He observed that “it was evident the audience enjoyed conceptualizing pop culture through a Magic framework. Fans were already doing this independently.”
Regarding card design, Steve Sunu, a senior product designer for Secret Lair, stressed that authenticity is crucial for any release, even to the extent that a potential drop might be canceled if it can`t be achieved.
Sunu elaborated, “We`ve investigated numerous properties where we couldn`t authentically integrate them into Magic, and in those cases, we opted not to proceed.” He emphasized, “We pride ourselves on ensuring that when we select a partner, our primary objective is to authentically convey the essence and passion of that project, be it a band, movie, or TV show.”
According to Sam Strick, a creative lead on the Secret Lair team, this meticulous approach is feasible due to the diverse expertise within Wizards of the Coast.
Strick explained, “Our extensive team at Wizards of the Coast includes enthusiasts for almost every conceivable interest. We actively listen to everyone.” He concluded that “whether it`s a popular genre like `Romantasy` (referencing the Artist Series: Kieran Yanner drop) or an obscure IP that requires a quick Google search, whatever we design is destined to become someone`s cherished item.”
Ultimately, Strick describes the Secret Lair team as `curators,` introducing unique and unconventional elements to Magic that the primary design team might not. Partnerships with Brain Dead art studio and KEXP radio exemplify this strategy. For Sunu, this approach reinforces the idea of creating products that resonate deeply with specific individuals, rather than attempting to achieve universal appeal.
Sunu concluded, “We are exceptionally cautious and selective about the projects we undertake, not merely due to time constraints, but because we are committed to serving both Magic enthusiasts and the dedicated fans of the featured individual communities.”
The design teams understand that the mere inclusion of external IPs in Magic: The Gathering will inevitably prompt some fans to establish their boundaries. Rosewater confirmed that, in such instances, the designers will continue to respect these differing viewpoints.
Rosewater acknowledged, “I recognize that it`s challenging for some to accept that something not to their taste can bring joy to many others.” He concluded, “We introduce new elements to the game, and if you believe Magic would be improved without them, that`s a valid opinion. However, if your perspective isn`t shared by the majority, removing those elements becomes exceedingly difficult.”