Magic: The Gathering Creators Speak Out: Designing for Anyone, Not Everyone!

A recurrent theme echoed throughout every discussion at MagicCon is that while Magic: The Gathering aims to be inclusive, it’s understood that not every release will resonate with everyone. The creative teams acknowledge that achieving universal praise is unrealistic.

During MagicCon held in Atlanta, two critical panels revealed the immediate and future strategies for the beloved card game, now several decades old. The Preview Panel disclosed nearly all the upcoming expansions for 2026, which include four sets that are part of the Universes Beyond collaborations. Meanwhile, the Secret Lair panel shared news of more than a dozen upcoming limited-time releases scheduled for October, featuring notable names such as Jaws, Furby, Iron Maiden, The Office, and various PlayStation series.

The announcements generated a wave of enthusiasm among attendees, though the mix of Universes Beyond collaborations with traditional Magic content raised some concerns among fans. A widely circulated comment from a competitive Magic player used the trendy derogatory term “slop,” and multiple YouTube creators expressed their reservations through several videos.

Conversations with the designers behind Magic: The Gathering after these panels confirmed that these mixed reactions were anticipated.

Accepting Diverse Opinions

“It’s important to realize that not everyone sees the game the same way you do, and that’s okay,” stated Mark Rosewater, the head designer, during his Q&A session. “You represent just one viewpoint of many out there.”

Despite this, the team takes into account all feedback, both good and bad, following significant announcements like those made at the MagicCon panels. Blake Rasmussen, communications director for MTG at Wizards of the Coast, mentioned that while the team is very connected online, they understand that vocal opinions do not necessarily reflect the majority.

“Finding positive feedback isn’t challenging, though negative feedback tends to be louder—this is simply the nature of the internet,” Rasmussen explained. “It’s crucial to remember people have varied and complex opinions, which holds true for everything, not just Magic.”

The Universes Beyond Controversy

Rosewater admitted that Universes Beyond might not appeal to all players, and he has reconciled with some of the negative feedback this initiative has received. “Each person has their own ‘this is Magic’ line, but everyone’s line is different,” he noted. “As the game’s designer, I have to respect the diverse boundaries set by our player base.”

Despite some pushback, the performance metrics for Universes Beyond tell a different story: “Data shows that Universes Beyond has been incredibly successful by every measure we have,” Rosewater revealed. He highlighted the record-breaking $200 million launch day sales of Magic: The Gathering – Final Fantasy as evidence, surpassing previous records set by The Lord of the Rings expansion, which took months to reach similar figures. Additionally, one of the Fallout-themed Secret Lair drops from 2024 was the best-selling to date, though he didn’t specify which.

Magic has a history of exploring worlds beyond its own, starting with the Arabian Nights expansion in December 1993, which drew from The Book of One Thousand and One Nights. Another example is Portal: Three Kingdoms, which brought the historical Three Kingdoms period of China to life for Asian markets.

Yet, Rosewater understands that the influx of Universes Beyond content could be disheartening for long-term players. He shared his personal experience of not enjoying Magic’s most popular format, Commander, because it’s more of a social than a strategic game. However, he respects that the format’s popularity enhances the game’s overall health.

Preserving the Core Narrative

Concerns have been voiced that the introduction of external IPs through Universes Beyond and Secret Lair might overshadow Magic’s own lore. Although 2026 begins with an in-universe expansion, Lorwyn Eclipsed, it follows the Edge of Eternities set, the last one set within Magic’s own universe, which was launched in August. This will be followed by two Universes Beyond expansions featuring Marvel’s Spider-Man and Avatar: The Last Airbender.

Rasmussen reassured that the narrative of Magic: The Gathering remains a priority. “Our fans are deeply invested in the Magic multiverse, its characters, worlds, and stories, and so are we,” he stated. He highlighted ongoing projects such as an animated Netflix series set in the Magic universe, a forthcoming live-action film, and a TV universe in collaboration with Legendary Pictures. A new novel set in Strixhaven and a comic series with Dark Horse Comics are also part of their efforts to enrich the Magic storyline.

“There’s a longstanding fear that Magic might turn into an all Universes Beyond affair, losing its original essence, but we are committed to developing our narrative and not abandoning it,” Rasmussen affirmed.

Adapting External Characters

For those who have embraced Universes Beyond, there are concerns about how external characters are integrated into the Magic format. A notable example from the panels was Jaws, Relentless Predator, which sparked debate due to its unusual mono-red classification despite being an aquatic creature. Rosewater explained that discussions regarding character alignment with Magic’s color wheel have always been a part of the game’s history.

“A common question I receive is about the color identity of various pop culture characters. It’s engaging for fans to envision these characters within the framework of Magic,” he said. Steve Sunu, a senior product designer for Secret Lair, emphasized the importance of authenticity in these adaptations, noting that some collaborations are shelved if they can’t be integrated authentically.

Sam Strick, a creative lead for Secret Lair, mentioned that the diverse interests within the Wizards of the Coast team allow for a wide range of themes and collaborations, from popular IPs to lesser-known ones. This diversity helps ensure that each project resonates with at least a segment of their audience.

Ultimately, the design teams are aware that not every addition will please everyone, but as Rosewater put it, “It’s difficult to remove something that brings joy to a majority, even if it doesn’t appeal to you personally.”