Edward Bolme, Brand Manager for TCGs at Press Pass, saw comments about CCG pre-release events (see 'Steven Olsen of A Little Shop of Comics on CCG Pre-Releases') and wanted to point out that pre-release events aren't bad, but should be offered to all stores:

It's a Tool, Not an Evil.

Steven: It seems that your difficulties lie more with PTOs than with pre-releases.  At least I hope this is the case, because otherwise I disagree with some of your conclusions.

Pre-releases are great a tool for both the manufacturer and retailer to build anticipation for an upcoming TCG release.  The excitement and buzz created by dedicated players trying to get their hands on new, unseen cards is an incredible way to lead into sales with the launch of a TCG a week or two later.  With so many ways for a potential customer and player to be distracted outside of the TCG they play, it is vital to generate as much hype as possible to get those players inside the local brick-and-mortar stores on release day to pick up the latest cards.

Press Pass has always put our pre-releases in brick-and-mortar stores.  We don't restrict ourselves to a small number of select PTOs operating at non-retail venues, because we agree with you that a game's growth comes from the energetic FLGS.  We also want to reward those retailers who go the extra mile for us.  It's a way of giving back to those retailers that have a true teamwork mentality.  And any retailer is welcome to get on board the bandwagon.

We've helped retailers around the U.S., Canada, and Europe run hundreds of pre-releases over the last two years.  Those retailers made money directly off the pre-release admission itself and most used that excitement to help fuel the sales during the actual launch of the new set.  And they also get consumers into their stores twice for one set.

Since product ends up in the hands of local retailers, they don't have the incentive that a PTO might have to sell it on the Internet.  And if anyone does, it's easy for us to track who they are.

We'll continue the same pre-release program for 24 TCG starting with the Spec Ops expansion releasing in January.  All a retailer has to do is already be registered to run 24 TCG events and then apply to purchase a pre-release kit.  All of our pre-releases include exclusive foil promo cards as prize support.

Naturally, we hope your store will be there with us, because that way both our businesses thrive.

The opinions expressed in this Talk Back article are solely those of the writer, and do not necessarily reflect the views of the editorial staff of ICv2.com.