NZdesigned card game goes viral abroad
AUCKLAND: When James White, founder of Epsombased Legend Story Studios, set out to create a new classic card game eight years ago, he never pictured it would be in the middle of a global pandemic.
The fantasy themed multiplayer card game Flesh and Blood made its debut last year, with the intention of bringing people together through the common language of fun, friendship and competition.
Since the release, more than 5000 players have registered as tournament competitors, with an estimated thousands more in each territory playing on a casual basis.
Card prices on the secondary market have spiked unbelievably, with some chase cards reaching more than 10 times their original value on release.
One coveted card from the first set, the Heart of Fyendal, was being bought and sold for about $400 a year ago.
Now copies of the card are being sold online for up to $10,000.
Sealed boxes of the game’s debut set Welcome to Rathe initially sold in stores for $120 each, are now being passed between players for more than $1200 apiece.
Mr White had more than 25 years of experience in the trading card industry, and was determined not to repeat the mistakes he had seen from dozens upon dozens of failed games.
Welcome to Rathe hit shelves on October 11 last year, quickly gaining momentum in New Zealand, generating buzz online, then picking up in Australia and the United States.
Everything hit a brick wall when New Zealand went into Level 4 lockdown on March 25, just two days before the game’s second set, Arcane Rising, was scheduled for release.
‘‘Covid cut everything off at the knees.
‘‘We watched sales drop to zero, had to cancel most of our hundreds of planned events. It was very scary.’’
Mr White said the firm considered going into hibernation for 18 months, facing the impossible job of marketing a game designed to be played in person to a world in lockdown.
However, seven years had gone into developing the game; he was not about to throw in the towel.
Legend Story Studios introduced the ‘‘play anywhere’’ mechanic, which allowed players to set up their own tournaments at home, cafes or in the office.
By the time the game’s third set, Crucible of War, rolled out at the end of August, the game had taken off.
Demand was so strong in New Zealand, Australia, Taiwan, Malaysia and the US that all three sets had sold out worldwide.
The retailers who ordered Crucible of War sold out in a few days, then came back to reorder, Mr White said.
‘‘Then they sold out again, and again, and again.’’
His team was struggling to meet demand, and was working hard to reprint sets for the evergrowing player count.
New Zealand’s first victory over Covid19 was also a victory for Legend Story Studios, which ran the first ever Flesh and Blood national championship in Wellington in September.
The game was launched in Europe on October 31, and was already selling five times more than the company’s initial predictions.
It was also introduced Canada about a week ago.
Mr White attributed the game’s success to his small but dedicated team and the players who had grown to love it so much.
Other mainstream trading card games were migrating to a digital environment, but Flesh and Blood was doing the opposite, focusing on bringing people together.
‘‘The big industry three are
Magic: The Gathering, YuGiOh!, and Pokemon, but we’re in a really good spot for that to become the big four in 10 years’ time.
‘‘One day we might even hopefully overtake them, and become the primary market leader.’’ —
New Zealand Herald
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