Magic: The Gathering announces a collaboration with… Post Malone

The artist and publisher of the famous card game have teamed up to promote Friday Night Magic.

Magic the Gathering, the most famous collectible card franchise of all time, has just announced a collaboration that was certainly unexpected for some of the public; the editor Wizards of the Coast (WotC) has teamed up with… Post Malone to breathe new life into its Friday Night Magic.

These are events that are held, as their name suggests, every Friday in specialized places such as the famous Games Workshops. Unlike ranked tournaments, these evenings are primarily intended for beginners or inexperienced players; they can then learn the official formats quietly without feeling the pressure of side tournaments, which can be intimidating to the point of discouraging neophytes.

A real fan of Magic

Post Malone is therefore an ambassador of choice. Indeed, it is common knowledge that the artist is a fan of the game who regularly publishes his deck openings on social networks. “You’d be hard pressed to find a bigger Magic fan than Post Malone”, explains Nathan Stewart, the marketing director of WotC. “As a longtime fan, he knows full well what Friday Night Magic means to our players.”, he rejoices. “I’m obsessed with Magic”, confirms the person concerned in a press release. “It’s a dream come true. We’re gonna do some really cool stuff, so keep your eyes peeled !” he enthuses.

Neither Post Malone nor Wizards of the Coast have not yet given details on the form that this collaboration will take. The publisher is content to speak of a “2022 will be a busy year with new partnerships, even broader online experiences, and more ways to celebrate the game they love”.

A weighty ally in a delicate transition

In any case, it looks very much like a brilliant operation for Wotc, which is currently experiencing a rather delicate generational transition. If the hardcore fan community is still active and enthusiastic, the designers of the game are forced to note that it is struggling to renew itself and attract new players. This translates into progressive aging which could well have serious consequences. It is therefore becoming urgent to find a way to renew this fanbase.

And that, the Wizards understood it well. They have already explored certain avenues such as partnerships with various legendary franchises such as Street Fighter, Warhammer 40K and Lord of the Rings. But the least we can say is that they have been very coolly received by the players, and we are not even talking about the collaboration with Fortnite which was like heresy as it seemed forced and unnatural.

On the other hand, the association with Malone seems much more legitimate and relevant. After all, we are talking about a game lover who enjoys international notoriety; the ideal vector to dust off the image of this timeless game. It only remains to wait for the official program of this collaboration to know if we will be entitled to some events on the Old Continent.

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Magic: The Gathering announces a collaboration with… Post Malone

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