Paul Fish - The Evolution of Collectible Games

November 8, 2018

 

The evolution of collectible games has run from traditional toys, such as marbles, to trading card games, like Pokemon, and now to innovative hybrid brands, such as Bakugan and Beyblade.

 

Key Strategies for Collectible Gaming Brands

 

There are several strategies that have led to success in collectible gaming:

  • Deliver a unique mechanical feature that can apply to highly differentiated characters & situations

  • Deliver action & competition to overcome limitations in humor-based play

  • Feature a hybrid play pattern of character product and gaming

  • Re-invent a classic enduring play pattern

  • Ensure that there are visual, thematic and game-play reasons to buy deep into the line

  • Ensure that each SKU is highly differentiated from others in the line

  • Incorporate a high level of addictive fiddle factor

  • Keep the game play simple enough to understand at a basic level, and challenging enough to engage older players

These strategies have been demonstrated in the following historical successes.

 

Beyblade

  • Play comes right out of the show

  • Re-invents the classic play pattern of spinning tops, and updates it with today’s relevant play patterns of customization and battle

  • Tops are highly differentiated, and perform differently depending on what top your opponent plays

  • The more tops you have, the more powerful you are

  • You don’t need to know how to play the game to play with the toys

Bakugan

  • Play comes right out of the show

  • Re-invents the classic play pattern of shooting marbles, and updates it with today’s relevant play patterns of transformation and battle

  • Each ball is numbered.  The higher the number, the more powerful you are

  • Each ball’s transformation is unique and dramatic

  • Extremely high fiddle-factor, so you don’t need to know how to play the game to play with the toys

They were also notably absent in less successful attempts in the category

 

Redakai

  • Show performed poorly, despite network support.

  • A twist on card materials, not a re-invention of card play

  • No fiddle factor whatsoever.

  • Consumers were unclear as to where to find in the store

  • Required understanding of game play to play

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