First of all, let's talk about your current releases. In the last interview with ICv2, you mentioned "new robust marketing and engagement activations" coming with Shimmering Skies (which released August 8, 2024). What are those new initiatives?
Stephane Madi: When you say robust market activation, you are talking about a two-fold plan. There's the engagements marketing that's directed to organized play and tournaments. This is not new for Shimmering Skies. We've added tournament play in April for our first tournament play, Into the Inklands, and we launched another activation for Ursula's Return. The tournament play is something we continue to do for every set launch, organized play continues, league building. We have championships: regionals, nationals, internationals, etc. That's on the engagement side.
Then, of course, there's awareness marketing. There is all kinds of other strategies in place to not only engage with existing players, but also bring Disney fans, casual gamers, families that enjoy gameplay, into the magic of Lorcana, into the magic of TCG.
There's two different components of our marketing strategy. One is based on existing fans, Lorcana, fans, Disney superfans, and how we communicate with them, engage with them through FLGS stores. The other is, of course, growing the size of the pie by introducing people to the magic of Disney Lorcana.
One of the subjects that we, at ICv2, were talking about in‑house was the Disney Lorcana Gateway game that you released recently. We were wondering why that went to Target stores first instead of FLGS?
It's a good question. Gateway is part of the Lorcana ecosystem, and serves a very unique purpose. This game really represents everything we want Lorcana to be. It's a game that is very accessible, easy to learn, great for families, Disney fans, casual gamers. It is an entryway not only into Lorcana, but into TCGs as a whole. For many that have never played TCGs or don't know much about them, it really is an entryway.
We would like players to get as much access into Gateway as possible, but the focus of our efforts very much continues to be on FLGS. I think there are some technicalities with Target as well that is specific to their structured set dates in the stores that made it a first available at Target. It wasn't a strategic design on our part; there was a little bit of a set date component to it.
What type of player is Gateway meant to appeal to? Is it an introductory player, or is it a crossover board game player?
Gateway is, I would say again, a two-fold strategy. It is a gateway into Lorcana for those that are already somewhat familiar with TCGs or already familiar with board game mechanics, but interested to learn Lorcana. As an example of our target player, it might be someone that says, "I've heard of Lorcana. I'm interested in learning about Lorcana. Gateway seems like the perfect vehicle into the game, after which I can invest myself into starter decks and then start building my own decks." And then, the journey continues from there.
It also appeals to, again, those that aren't familiar with the TCG medium, who enjoy playing games casually, or Disney fans that aren't necessarily familiar with this format. It's easing the entry into the world of TCGs and into the collection of Lorcana.
It really has, I think, multiple audiences in that sense. In both cases, the name really identifies what this game is about, it's a gateway into Lorcana.
Let's move on to the future of Lorcana. Are you looking at increasing the overall SKU count at all for 2025?
I can't speak too much about the products we have planned that haven't yet been announced, but we are looking at all kinds of interesting ways to bring the Lorcana experience, collectability, and engagement to fans. There are many different ideas in play, in development, and we're not shying away from thinking of what our fans will enjoy.
Follow up question: We've seen a number of other card game companies release premium collector boosters. Are there any plans for that, to work on this feature at all?
There's definitely a progression to things, and there's a progression at multiple levels. There are gamers that progress in their journey. There are retail stores that progress in their community building. There are collectors that progress in their collection. I think we have to always be there to meet that level of progression in different ways. All of that is part of what we consider when we plan future sets. Some things have to be timed, and other things happen when they happen.
I know that was a longer‑term question, but your company is basically in the early innings of the TCG lifecycle. Disney Lorcana, in essence, is still a little like a newborn, right?
It's still young. It's still very young (laughing). I think, yeah.
According to what designers indicated sometime last year, the game has introduced most of its initial mechanics after four sets. It's still got a lot of room to grow, though. Are you still on the 10‑year plan with this game?
We have a long, long, long road ahead of us. It's true that we are very, very young. It's easy to forget sometimes because it's taken such a big place in such a very short time, but we're still building foundations at many different levels of the brand.
Let's move a little bit on to organized play, because that's something retailers want to know about. One of the things that we were wondering was if you have any plans for casual organized play?
Our casual play right now is our organized play kit that focuses on league building and casual play. That's the core focus of it. We have many stores enrolled in that program that are organized play stores. The tournament play is something that is for more competitive play. We also have regional and national tournaments; all that is already put in place. We're not just doing that for Lorcana, but we are looking at doing that for multiple other products and brands. I don't know at what points. I did bring something to show you later (Stephane reveals an unmarked black box).
Oh, nice. An ominous black box. What could that be (laughter)?
(Stephane laughs).
But before we get to all of that, last time we talked, you said you were targeting a 70 percent penetration for your organized play. Has that changed? Have you met that goal?
I would say the phase we are at right now is one of refinement.
We're talking in‑store. Right?
Yes. The phase we're in right now is a phase of refinement. We have the penetration. Our focus right now is, really, in refining the process, making sure the organized play happens as it's supposed to happen, where it's supposed to happen, and that the players receive the opportunity to partake in these events as they expect to. We have the distribution. We have the penetration for organized play, and our focus right now is in refining the experience.
Are you going to create some new formats for casuals? Perhaps a Commander-style format eventually?
I wish I was able to give you very clear answers and insights on what the teams are planning, be it product development or organized play or casual play, but that information is released when it is. What I can tell you is, if you're thinking it, others are (laughing).
Let's talk a little bit about Illumineer's Quest (see "New Cooperative Game"). How was the response to that product?
It was really great. That is a very unique product; bringing a co‑op feel to a TCG is something very unique. We continue to innovate and bring new experiences to the community. I think that's been very, very appreciated.
Moving on the new surprise (looking at the black box), are there any expansions or additions planned that we should know about for Lorcana or any other line while we're talking?
For Lorcana, specifically, nothing that hasn't already been announced. We are launching a new game called Introduction to Evil, but it was introduced as a D100 version last year. This year's version has an exclusive special art version of a Prince John card. The promo is really cool. It's part of a Set 5 card. It has a special art finish to it. That's something that's actually being sold now at the booth at Gen Con. Other than that, on the Lorcana side, nothing in my notes.
Congratulations for Disney Lorcana's first anniversary. You guys made it a year in the tough TCG business. That, in and of itself, is an accomplishment.
That the odds were what they were, but I think we never doubted it. It's just really nice to see the continued response.
A couple final questions: One of them, I have to ask about The Squirrel. For players in the future (because I noticed you errata-ed The Squirrel instead of banning it), is that going to be your philosophy going forward?
I don't really have any comments to make on that. It's a case‑by‑case basis.
Outside of that, do you have anything else for us (looking at black box)?
Yeah. Last time we spoke at Gen Con, we talked about our focus in really fostering engagement at hobby stores and FLGS stores and bringing people together in those stores. We talked about different initiatives that we were working on. I want to show you something (Stephane opens the black box).
This kit is launching September. Disney Villainous Night Out will be available to all retailers, FLGS stores that carry Villainous and interested in offering some great experiences to their Villainous fans. Here are the details; The box will include multiple little goodies. This is just a sample. It'll be five of the Maleficent keychain, 36 stickers of different kinds, a postcard, and then, of course, a stamp.
It also includes a set of recommendations, suggestions not just for competitive play and skill‑based wins, but also through all kinds of other ways that players can get to win points to collect some of the prizes; which could be through secret schemes. We have a few secret schemes recommended, a couple over here, some really, really funny ones that you can compete based on skill. The more schemes completed or wins completed or just participation accrued, equals more stamps, at which point you get to collect some goodies.
In addition, we're also working on a few different really out‑of‑the box ideas for some other product brands, including a speed puzzle kit that we'll be talking about soon enough to bring a new source of engagement, a whole new community, into FLGS stores, introducing puzzling as an activity that can be very appealing to gamers and families alike in a competitive environment.
I think the FLGS will probably really appreciate knowing about this. Thank you for your time. Thanks for sharing what you shared with us.
Click on Gallery below to see the contents of the Disney Villainous Night Out kit.
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