Flesh and Blood v Magic: Inside the high profit card game business

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This episode takes you inside Legend Story Studios, the NZ card game company making millions. Its CEO reveals how its game Flesh and Blood is chasing Hasbro’s US$1b Magic: The Gathering 'Unicorn' status.
Video / Cameron Pitney
00:00 - Intro
01:03 - Inside Legend Story Studios
02:57 - Interview with CEO James White
04:14 - Early struggles
06:04 - Business behind the cards
07:33 - FAB demand
08:27 - Revenue revealed
11:34 - Profit margins
13:12 - Game design
14:17 - FAB community
18:44 - Collectibles
21:15 - Outro
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Опубликовано:

13 июл 2024

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Комментарии : 110

@MarketsWithMadison 10 дней назад

Thanks so much for watching this episode! I've started a Markets with Madison RU-vid channel, please subscribe here to watch episodes from now on: www.youtube.com/@MarketsWithMadison?sub_confirmation=1 See you soon! Madison

@DracoHominis87 5 месяцев назад

I love James' energy. That passion is why FAB is the best TCG on the planet.

@St_Havock 5 месяцев назад

Hey man i see you! AMEN!

@infiniterer287 17 дней назад

It objectively is not. There is no metric that you can say it is "best" at. Good tcg? Yes. Best? No.

@Sloopdoop 5 месяцев назад

Watching James throw hands while explaining the game really shows how much passion he has for what he's creating. That sort of energy is what I get behind

@Bingcenzo 5 месяцев назад

James White is such a homie for recognizing the LGS as a premier Third Place.

@nzheraldtv 5 месяцев назад

This episode was so fun to create. Thanks to the Legend Story Studios team for giving me access to their success. Expect more entrepreneurial stories on the show this year - let me know if you have a business/industry in mind. Madison

@andrewbhill 5 месяцев назад

Also see Sorcery: Contested Realm. Another NZ based TCG taking the world by storm :)

@birdsflapatnighttogether2304 5 месяцев назад

@andrewbhill they don't sell enough boxes to get noticed. Very hard to do so when you only release one set per year with only 60k-80k boxes being sold to distributors.

@ultimaterare3146 5 месяцев назад

We love how LSS is dedicated to their players. Something Hasbro & Konami have forgotten these last 20 years.

@FaBledHunters 5 месяцев назад

Glad to be a loyal supporter of this publisher, its game, and its mission. A true collector’s card game with a noble cause! FaB4Life 💚💙💜!!!

@MaraFaris 5 месяцев назад

This game is really something special. James isn't just building a profit margin. He's building a community. Bringing people together through the language of great games isn't just a slogan, it's the heart of what makes Flesh and Blood something radically different than any other game on the market.

@ultimatekiller4264 5 месяцев назад

James says it again and again. The companies will never understand his success. "Bringing people together with the common language of playing great games" James will change the TCG world by himself. Amazing man and a amazing game

@thai33oz 5 месяцев назад

Proof that this game is in good hands. Just came back from a big flesh and Blood event in Hartford Connecticut, USA. And I'm exhausted from meeting new and old friends that play the game. The camaraderie of the players is unmatched. And the friendly banter I've experienced during the 3 day event is an energy level that can't be replicated through a computer screen, only through the flesh and Blood.

@dragonegger2 5 месяцев назад

Hot damn. I bought dice from you this weekend. Funny running into you in the comments.

@thai33oz 5 месяцев назад

@@dragonegger2 appreciate the support! ❤️

@St_Havock 5 месяцев назад

I love how much James White talks about not just the game but the world surrounding it that they built!

@bryceduyvewaardt8136 5 месяцев назад

Great questions based on researching the community, asking about why/why not go public, how much will be made how soon, and it was heartening to hear how much James cares about players, local games stores, events and his team to grow at the right pace. The values really show it’s a long-term care for the community.

@jamesoncurry5224 5 месяцев назад

JW. He was the main factor for me even getting into fab. Loved the energy. Hes still at it.

@deth2munkies 5 месяцев назад

Honestly, FAB is seen so much as a very niche game compared to most other TCGs that it was surprising to me that it was actually this big. Glad I started playing.

@SteelfurSpeaks 5 месяцев назад

Fantastic video, as a fellow market analyst, you asked every question I would have asked. The fact that they don’t need debt to meet their regional expansion goals is fantastic and speaks to their profits. Could Legend Story Studios be the Games Workshop of New Zealand?

@andrewostman3135 5 месяцев назад

lets hope not....i think there are more positive examples ;)

@aarondunn6759 5 месяцев назад

I like the think that LSS actually respects it's customer base. Being a GW fan is like having Stockholm syndrome.

@SteelfurSpeaks 5 месяцев назад

@@aarondunn6759 more thinking about the fact that games workshop is rightly seen as a big market player in the U.K. export economy not a niche hobby company and rather than any of its specific consumer practices 😂

@RitetimeGaming 5 месяцев назад

Been a proud Friend and supporter of James in this industry for over 20+ years. So happy to be along on the FaB journey with him and LSS, been great to reconnect and make new friends all across the world with this great game.

@primozin 5 месяцев назад

As someone new to TCGs, I totally get the feeling of finding comfort in your local game store. It's a cool place where you meet friendly people and have fun playing this incredible game. Long live to Flesh and Blood.

@RedZoneRogue 5 месяцев назад

You absolutely love to see it! Also shout to my dude Sam Yang in that intro walk through!

@dylan_sieren 5 месяцев назад

I'm so happy how much they make when they give back to the community through prize support, and the power-corrected cards that seem to be purely healthy. The game is fun and I hope it continues to thrive. It's a huge part of my life now.

@MTGUnpacked 5 месяцев назад

Great interview! The focus and passion of James and LSS here is very encouraging and bodes well for the future of the game. The Japanese launch is going to be huge!

@kllooooyy 5 месяцев назад

Gotta love the FAB community being the longest segment, James White has got his slingshot ready Hasbro

@feministadentata4041 5 месяцев назад

This is cool, it really shows the dedication of LSS to the player experience. I play Flesh and Blood, but used to play Magic: the Gathering and this dedication makes all the difference. Wizards of the Coast might make 1 billion US $, but they had massive lay offs recently and they're bleeding players, with very little new players onboarding. And that's entirely their own fault: they neglected their customer's play experience and got greedy. LSS deserves the success, it's a great game and a great gaming philosophy.

@mitchthegreat 5 месяцев назад

The interviewer is fantastic. Did some homework. Well done.

@jooshjooshministhetics8048 5 месяцев назад

Attended Battle Hardened Manila here in the Philippines over the weekend. The game is absolutely smashing in the local scene!

@NathanAtkinson590 5 месяцев назад

While at Hasbro. Chris Cocks: "What's Magic the Gathering? Wizards of the Coast? is that a new Harry Potter movie?" while drinking his cocktail.

@WonDerBr34D 5 месяцев назад

A great game and great community. There is a bright future for LSS

@aarondunn6759 5 месяцев назад

A great episode. I was suggested this by RU-vid as a fan of FAB, but the outro has convinced me to watch more if you're going to shine a spotlight onto emerging NZ businesses.

@wallieescollectibles3813 5 месяцев назад

Very cool to see! Happy to have been a part of this game in the early days and excited for the future.

@themouthofsauron7697 5 месяцев назад

Great article. Wonderful to see the passion behind this game.

@BonenJump-126gulph 5 месяцев назад

Awesome and thorough interview with transparency and a plan into the future, with good comprehensive concepts.

@maesterjono 5 месяцев назад

Amazing interview! Well done Madison, James is an icon.

@andrewostman3135 5 месяцев назад

FaB! In actual news... Awesome!

@Atlas_Invictus 5 месяцев назад

Flesh and Blood is the most fun I have had with TCGs since I quit Magic a few years ago. Very happy to see James featured like that. Great story and interview :) !!

@TaikiOnishi 5 месяцев назад

James White is such a good personality. Cheers from Brazil!

@ItzTheFury Месяц назад

It’s the proper vision! As a developer of digital games I love that LSS are so focused on the third place!

@deadpoolrwbyfan8419 5 месяцев назад

Got into FaB last year after MtG got irritating and felt bad. Have never looked back.

@nightwalk4681 5 месяцев назад

Fantastic episode, thanks to everyone involved!

@clarkjansen2048 5 месяцев назад

Wow, this was a great interview

@DamienLavizzo 5 месяцев назад

I'm glad to hear the CEO acknowledge that Japan is a large and dominant market for trading card games. I'm not sure why everyone thinks Hasbro is the "David" in the situation. The Pokemon card game is estimated to make $2.5bn per year for The Pokemon Company. Magic has been the number 2 card game in the world for almost a decade now. Last fiscal quarter, the top 3 selling TCG products were Pokemon TCG products, and 6 of the top 10 were Pokemon TCG products. In fact, of the top 25 products, 17 of them were Japanese made products. I hope Flesh and Blood will be successful here and take the number 2 spot.

@GoblinReserve 5 месяцев назад

Love this game so much! So proud to be apart of this🥰🤘🏻

@benjaminblakemore9704 5 месяцев назад

How have I never seen this series on the herald RU-vid, brilliant interviewer. Kind regards from chch 😊

@nzheraldtv 5 месяцев назад

Thanks Benjamin! 80 episodes in, plenty more to come. Enjoy. Madison

@curatinghumanism 5 месяцев назад

Thank you for covering this wonderful organization, Madison!

@edchan9667 5 месяцев назад

Well done LSS and James. Big fan of your work and wished i thought i could take up a second card game when i was playing Magic when your first set released late 2019. Havent looked back since early 2021. Thank you for agreeing to do the interview and wish LSS all the very best from this.

@ScowlingFleshBag 5 месяцев назад

Great interview, wishing LSS and JW many more years of success.

@mizzogames 5 месяцев назад

I hope they keep true to their mission. Great games started just like that.

@AzakiahIsYourOnlyGod 5 месяцев назад

Flesh and Blood is an incredible game and fun to collect!!!

@ecchymosis6432 5 месяцев назад

Game is AMAZING - thanks LLS for this gem

@Gengstout88 5 месяцев назад

Lets go LSS!

@ingonitocu8409 5 месяцев назад

FaB is so good!!! Must try for every card gamer

@marginalvoid 5 месяцев назад

Thanks for making all this possible James!!❤💛💙 and thanks for the great interview Herald :)

@poketinking 5 месяцев назад

Let's go, Fab, will reach there for sure. LSS want to ensure they do it right I respect that

@birdsflapatnighttogether2304 5 месяцев назад

Hasbro can learn a thing or two about managing a tcg business from LSS.

@11Manidontcare 5 месяцев назад

Thank you for sharing this. I wouldn’t have seen it otherwise.

@kartgal 5 месяцев назад

I feel like New Zealand accents are Australian accents turned up to the max

@castypes 5 месяцев назад

Flesh and Blood will become the best TCG ever! I personally believe it already is, but the world will see it soon. While other games are losing their vision and have become capital giants that are money hungry, FaB is staying true to its roots. Love it!

@tableandlegs 5 месяцев назад

Great interview! Love fab!

@ladiesman2048 5 месяцев назад

Yeah perhaps you are selling cardboard but top quality game design isn't free, it takes a lot of time and smart people. Also you can't really release patches for a physical product so you have to get it right the first time.

@SamuelGrahamDoesTCGs 5 месяцев назад

This is just awesome, I love it!

@DrollerTroller 14 дней назад

Hello from the Republic of Kyrgyzstan =)

@Kajemby 5 месяцев назад

James Whites energy is the principal reason why I have largely moved from magic to fab. Oh, and it just also happens to be a great game!

@pvtvoid 5 месяцев назад

Lets goooooo TEAM!

@BlacktekMarket 5 месяцев назад

In FaB we trust!

@DamonHart 5 месяцев назад

This was fantastic

@gunternine1130 4 месяца назад

The different in passion when he describes how the game is played vs talking about money. This is the passion you want from a CEO. Money is great and all, but have you played the game?

@Cat-zc8nj 5 месяцев назад

Amazing game system.

@smashpie 5 месяцев назад

Fantastic!.

@thearmedpit 5 месяцев назад

In James White we trust!

@TheKaijudist 5 месяцев назад

Very cool

@nikolashug4619 3 месяца назад

I love the game.

@FlukeAndBox 5 месяцев назад

$1b easy

@kclothe 5 месяцев назад

Great business

@Cardboardgrinch 5 месяцев назад

Keeep it up James youre the guy!! We love ya and got your back. The game is just cool the community and people just awesome and lovely. Lets get some more cool collectors and the 1B is coming soon. 😁 Much love!!! 🎉🎉

@Cardboardgrinch 5 месяцев назад

I think FaB doesnt only speak to the exsisting cardboard market. It could be played at every university since its not like as nerdy or niish as magic or series related as yugioh. FaB could really be THE CLASSIC TCG.

@grvedr 5 месяцев назад

here for it

@Novakane32 5 месяцев назад

Great story. I love this game and i hope it reaches that $1b revenue target soon.

@sulmenite6938 5 месяцев назад

Kiwi grown 👌

@timbarbarian 5 месяцев назад

Quick question, does the Deloitte Fast 50 program denominate it's criteria figure in USD or NZD? (I'd imagine it's the NZD local currency as the figures being published are by Deloitte New Zealand, but just wanted to confirm.)

@nzheraldtv 5 месяцев назад

NZD! It's an index/event run by the Deloitte NZ team.

@chad0x 4 месяца назад

"Table Card Games" LOLOLOL!

@tysowhite 5 месяцев назад

In James White we trust 🙏

@RahmanFAB 5 месяцев назад

In James White we trust

@sm4cktv 5 месяцев назад

The man!

@m0f0nz70 5 месяцев назад

James still going strong! Miss you brother

@der_magische_Investor 5 месяцев назад

FaB is awesome but way to competitive and difficult for the majority of players.

@mattg5115 5 месяцев назад

US collector = Saint 😂

@FlukeAndBox 5 месяцев назад

Incorrect ;) it was actually purchased through Spencer at magnolia for a collector in Asia

@AlanTheKraken 5 месяцев назад

Some outrageous claims being made here. Would love to know how some of these percentages were created. I'm someone who has followed FaB from the very beginning, these numbers seem outlandish from the US market perspective.

@nzheraldtv 5 месяцев назад

Hey Alan, the 6000+% figure is from the NZ Deloitte Fast 50 index over a three year period. I checked this with the Legend Story Studios team twice. The annual revenue range is from James White the CEO. The $1 billion revenue target is just a target, hasn't been achieved, as mentioned in the video. Madison

@AlanTheKraken 5 месяцев назад

The percentage that's puzzling is James White saying the demand being up 30% when their player pool tracking XP on the website from the last 90 days usually had a 5% decrease month after month for nearly a year and a half. @@nzheraldtv

@AlanTheKraken 5 месяцев назад

The percentage that's puzzling is James White saying the demand being up 30% when their Global player pool tracking XP on the website from the last 90 days usually had a 5% decrease month after month for nearly a year and a half. @nzheraldtv

@SteelfurSpeaks 5 месяцев назад

Perfectly reasonable claims Alan, Deloitte published their report and has public criteria for including.