Business Strategies and Development of the Trading Card Games Industry

This paper has been accepted for a conference in Taipei next year (🙂

Walsh, John and Lavanchawee Sujarittanonta, “Business Strategies and Development of the Trading Card Games Industry,” paper to be
presented at the Participatory and Popular Culture 2013 Winter Conference (Taipei: January 30th-February 4th, 2013).

Aj Lily will be there to present the paper itself, while I will be involved in the writing part. Here is the abstract:

Trading card games (TCG) have developed considerably in consumer penetration, sophistication and ability to reproduce themselves since the genre was reinvented by Magic: the Gathering. Increased sophistication is evident not just in the development of mechanics but also in the incorporation of TCG elements in board games and, especially, video games. This has broadened distribution and retail possibilities, while production costs have fallen overall as small batch publishing techniques have flourished and new low-cost supply centres emerged. Locally-specific cultural and historical factors have influenced TCG content and style in burgeoning East Asian markets. In all cases, active development of a game-specific community has been a deliberate marketing tactic. This paper investigates the past and current business strategies employed in the TCG industry and considers likely future changes in a sector that has been characterized by short product life cycles, often intense customer loyalty and constant new product development. It is concluded that continuous innovation will be required to sustain the industry in the medium and long-terms.


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