It`s not often that a crowd`s reaction at a gaming convention truly surprises you, but an interaction at MagicCon in October 2024 did just that. As a journalist, I was attending a press preview for the “Foundations Of Magic`s Next Era” panel. We discussed what would generate the most excitement. While others guessed art previews or new cards, I immediately said: the return of Manufacturer`s Suggested Retail Price (MSRP). The PR team was initially surprised by my choice, but when the announcement was made later, the audience erupted in cheers. The absence of MSRP had been a major point of contention for Magic: The Gathering players, who hoped its reintroduction would curb the increasingly high prices on the secondary market.
The Promise and Failure of MSRP
MSRP was intended to usher in an era where Magic cards would be reasonably affordable and accessible. Even when the suggested prices for the Final Fantasy set were higher than for in-universe sets like Aetherdrift and Tarkir: Dragonstorm (understandable given licensed IPs often carry a premium), most players accepted this. However, this affordability hasn`t materialized, particularly with the Final Fantasy release, where many stores seemingly disregarded the recommended prices.
According to the official MTG website, the MSRP for Final Fantasy products was:
- 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, an independent hobby shop`s preorder prices tell a different story:
- Play Booster Box (30 Packs): $174.99
- Collector Booster Box (12 Packs): $699.99
- Commander Deck:
- Final Fantasy 6 – $74.99
- Final Fantasy 7 – $124.99
- Final Fantasy 10 – $124.99
- Final Fantasy 14 – $124.99
- Collector`s Edition Commander Deck:
- Final Fantasy 6 – $219.99
- Final Fantasy 7 – $399.99
- Final Fantasy 10 – $399.99
- Final Fantasy 14 – $399.99
- Bundle: $79.99
- Gift Bundle: $159.99
- Starter Kit: $24.99
These figures are clearly divergent. It`s crucial to note that these aren`t scalpers; this is a local game store, a place meant for fostering the Magic community. For them to sell products at such inflated prices effectively renders MSRP meaningless.
Wizards of the Coast intentionally omitted MSRP for boxes of packs, stating that the box price would simply be the individual pack MSRP multiplied by the number of packs. For Play Booster boxes, this math works out in the LGS`s favor (30 packs * $6.99 = $209.70, so $174.99 is cheaper). However, for Collector Booster boxes, the math drastically fails: 12 packs * $37.99 = $455.88 MSRP, compared to the LGS`s $699.99 preorder. All other products from the example store were at least five dollars above Wizards` recommendations.
Furthermore, these were preorder prices. Today, Collector Booster boxes frequently carry four-figure price tags online and on store shelves. A single Collector Booster can cost $120, and Play Booster boxes are now also above the calculated MSRP at $230 or more. While large retailers often adhere to MSRP, their stock quickly sells out, and there`s no guarantee that actual players are the ones acquiring these products. This systemic issue undermines the core purpose of Universes Beyond sets: to attract new players to Magic: The Gathering.
Even seasoned MTG players are not spared. The Play Booster price is particularly hard to accept given two recent changes. First, Play Boosters, introduced with Murders At Karlov Manor in 2024, reduced pack size from 15 to 14 cards. Second, starting with Aetherdrift earlier this year, Play Booster boxes now contain only 30 packs instead of the previous standard 36. So, players are getting fewer cards, from fewer packs, in boxes that are often priced well above MSRP. Without a change, both new and old players are likely to abandon the game in significant numbers.
Universes Beyond`s Affordability Barrier
Imagine you`re a devoted Final Fantasy fan, excited to learn that one of the world`s longest-running trading card games is collaborating with your beloved series. Friends who play Magic show you the stunning artwork, special foils, and flavorful mechanics, convincing you to give the game a try. You head to a major retailer like Best Buy or Target, only to find empty shelves. You then try your local game store, hoping to find stock. Success! But then you see the price: $125 for the FF7 deck? The MTG website said $70, which was your budget. Confused and unwilling to pay the inflated price, you go home, opting instead to play FF7 on your console to get the experience you desired.
While this scenario is hypothetical, countless similar stories exist on online forums. These are the very individuals Universes Beyond is designed to attract, yet they are priced out before they can even begin. MSRP was supposed to prevent this, but it has evidently failed.
In the case of Final Fantasy, Wizards also faces a unique competitive disadvantage. Consider the reverse scenario: a Magic player intrigued by the FF cards decides to try the video games. The entry barrier for the games is significantly lower. During a recent Amazon Prime Day, just weeks after the MTG FF set launched, numerous Final Fantasy games were on sale, including the entire Final Fantasy I-VI Pixel Remasters bundle (six games) for only $45.
Even at full price, if our hypothetical MTG player wanted to purchase all 16 mainline Final Fantasy games via Steam, the cost would be approximately $322. This encompasses the full source material for the Magic: The Gathering set, offering hundreds of hours of gameplay. For perspective, this is only 25% of the cost of a Collector Booster box and just $100 less than the current price of a Play Booster box. While the experiences of video games and physical card games differ, if the primary goal is to immerse oneself in Final Fantasy, the video games offer far greater value for money.
Universes Beyond was heralded as a means to expand Magic`s audience, and technically it has. However, this success is contingent on new players being able to afford the products. With such a significant financial barrier, these potential new players may not be as enthusiastic as Wizards hopes, ultimately defeating the core purpose of Universes Beyond. With upcoming sets like Spider-Man and Avatar: The Last Airbender, this is a problematic position for Wizards to be in.
A Symptom, Not a Solution
Frankly, it`s unclear if the decision-makers are truly concerned about this issue. After all, the Final Fantasy set generated more revenue on its first day than any previous MTG set. Hasbro implemented MSRP and still reaped substantial profits, perhaps believing they`ve done their part.
However, a deeper look reveals that MSRP was never truly going to solve the problem. The `S` in MSRP stands for `Suggested`—it`s a recommendation, not a mandate. This means Wizards has no legal power to directly prevent price gouging. Unless Hasbro/Wizards commit to enforcing fair pricing and penalizing non-compliant stores, this problem will persist.
Some might argue that Final Fantasy was an exception due to its immense popularity and that other sets won`t see such issues. Unfortunately, this is already proving false:
- Edge of Eternities, the next in-universe set launching August 1st, has pre-sale Collector Booster boxes for $430. Its calculated MSRP would be $299.88 (12 packs * $24.99).
- The Spider-Man set, due in September, is currently pre-selling Collector Booster boxes at $720.
- While preorders for November`s Avatar: The Last Airbender set haven`t begun, it`s reasonable to expect similar initial pricing.
The issue is spreading, and there appears to be no urgent action to curb it before it spirals further out of control.