Introduction
Every time there is a new expansion launch there is a flurry of events to help promote it. Some happen every time, like asking people to engage in social media in exchange for packs, but others only happen sometimes.
I think it would be great to have a regular calendar of events with rewards that would be executed with every new expansion. Develop a common playbook of initiatives and then on top experiment with modifications and new ideas.
For this post, I compiled a list of common initiatives players could expect every time a new expansion is launched. Some have been done before, others are my own ideas of cool things I'd like to see happen.
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Pre-launch Events
The typical Social Media likes and comments mill
Art competition
Music / soundtrack competition
Lore competition. Short stories inspired by the story of the expansion or solutions to lore challenges proposed by the team.
Discord engagement activities. There are many ways to do this, and the team has experimented with different activities in the past. Just continue in the same way.
The set developers (Jammy and Claudy) could join a few selected streamers and showcase the new cards in Direct Challenge matches. They could also discuss the objectives and concepts behind the expansion (if they're OK with this sort of public exposure).
Raffle packs among the streaming viewers like what was done recently in a live tournament stream
Streamers get packs to distribute - and they get distributed swiftly
A Reddit event to distribute packs to people contributing there
An invented card competition inspired by the cards from the new set. Not just card art, but mostly card text, like a whole new card.
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Post-launch Events
A Sealed event similar to the ones we had in the past
A tournament featuring the new set and any card restrictions necessary to highlight the new archetypes
Pack buyer rewards with cosmetics and Mythic Variants, similar to what is being done now
Shiny deck competition for the top earners that incorporate a minimum of x cards from the new set into their decks
Mythic Variants distributed to pack buyers, tournament winners, etc. Reward those who excel with exclusive rewards
Monitor YouTube content creator videos about the new expansion and purchase ads to promote the best ones. This should be disclosed in advance.
Collection rewards with exclusive cosmetics. It would be great to go back to the Genesis board system - there are a few board tiers and each gets increasingly nicer. Maybe 2-3 tiers should be enough.
Top pack buyer rewards: exclusive art variants. The main points would be:
exclude Legendaries, so this doesn't get confused with Mythic Variants
#1 spender: 1/1 art variant of any card they choose from the new set
#2 - 5 spenders: 1/4 art variant of any card the majority chooses from the new set, different from #1
#6 - 20 spenders: 1/15 art variant of any card the majority chooses from the new set, different from above
use ranked-choice voting to break ties
use a system of points accruing over time, to incentivize spending a lot and early, instead of snipping large purchases just before the snapshot due date
create a page with a leaderboard that tracks the top spenders in real time
decide on an exclusive art style for this promotion and keep it the same for future sets
Things of value
Each new expansion would always include new cosmetics and collectible cards. These would also help with keeping Sealed rewards fresh and desirable.
At least one new board
New card backs
New trinkets
New promo cards
New art variants of existing cards
New Mythic variants of Legendary cards
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