ICv2 had an opportunity at Gen Con to chat with Justin Ziran of WizKids about its new organized play program. He was happy to explain the new philosophy guiding OP programs at WizKids:

 

“We’ve taken a much lighter approach.  A little bit more flexible, pushing decisions and content and program development down lower into the distribution channel.  Because we believe that the retailers actually know how to serve their customers better than we could ever mandate.  What that allows us to do is really put the decision-making and all the program execution closer to the consumer.  I think the closer you get to the consumer, the better off you are.”

 

The old system required retailers to follow strict rules in order to participate.  Retailers that did not follow the rules were barred from participating in future events.  This put a lot of hurdles in front of the retailer that made it more difficult to be part of the OP program.  Running weekly sealed events also presented a financial obstacle to consumers who might want to participate.

 

By simplifying and easing the restrictions for retailers to participate in the program, WizKids is now able to work together with retailers to create programs better suited to each store’s situation and customer base.  Ziran continues:

 

“We found that retailers have figured out how to work closer with their customers.  Maybe they hybridize it, like bring some figures and buy one booster instead of buying two boosters, or split it up every two weeks.  Long story short, where it’s in our best interest to run sealed every single week, the retailers have figured out a way to actually run sealed events that fit their customers, as much or as little as their customers want.”

 

According to Ziran, the new program has proven very successful, with increased retailer and consumer participation with each new release.