Hasbro, parent company of Wizards of the Coast (WotC), released its Second Quarter 2025 Financial Report today and with it, details of the success of WotC and its Digital Gaming segment had behind Magic: The Gathering—FINAL FANTASY.
Magic: The Gathering—FINAL FANTASY made history as the best-selling Magic set of all time before its release date, so it comes as no surprise the highly-anticipated Universes Beyond expansion ushered in incredible sales and growth for the game. Magic: The Gathering revenue grew 23 percent with growth in tabletop fueled by Magic: The Gathering—FINAL FANTASY and continued momentum in Secret Lair and backlist products (like The Lord of the Rings: Tales of Middle-earth).
While Magic: The Gathering—FINAL FANTASY is the headliner for Magic, it’s also notable that Hasbro CEO Chris Cocks said that Tarkir: Dragonstorm is on pace to become the top-selling premier set of all time. It’s unclear what the definition of “premier” set means, but one could assume the Universes Beyond sets don’t fall under that terminology, as Magic: The Gathering—FINAL FANTASY broke all records as the highest-grossing set of all time. For an example of its success, The Lord of the Rings: Tales of Middle-earth took six months to deliver $200M of revenue, where Magic: The Gathering—FINAL FANTASY took one day.
“This isn’t just a one-off moment, it is a clear indication of the power of Magic’s community, our release cadence, and the resonance of our Universe Beyond strategy,” Cocks said during the Second Quarter 2025 Earnings Conference Call. “Magic’s engine of growth is durable, it’s diversified, and it’s accelerating. We’re seeing strength across every KPI (key performance indicator) of the brand. Tarkir: Dragonstorm is on pace to become the top-selling Magic premier set of all time, Final Fantasy is already the highest-grossing Magic set ever, and Secret Lair just delivered the strongest sale quarter in its history.”
In addition to the sales numbers, Cocks also highlighted the increase in community engagement. Last month’s MagicCon: Las Vegas saw record attendance with more than 19,000 badges sold and the Wizards Play Network now boasts nearly 9,000 locations globally as its expansion continues. He said they saw nearly a 40-percent increase in unique players who participate in organized play in the first half of 2025, which stands out as most players engage in Magic offline. Cocks said only about 15 percent of the player base plays on something like Magic Arena or in a store, but every metric they can see indicates the total player base is growing quite robustly.
“OP is on fire. We saw a nearly 40 percent year-over-year increase in unique players in the first half of 2025, a clear signal that our play programs are bringing new energy and deeper connection to local communities,” Cocks said. “Final Fantasy set a record for new player growth, delivering more new players in its first two weeks than any prior set posted over an entire season.”
Not only is Magic growing, but it is getting younger as the new player average age is in the 11–14-year-old range. The game is also getting more diverse as about 30 percent of the player base today are women, though Cocks said they would like to see that increase over time. He said WotC is looking at IPs that have more resonance with women and said not to be surprised to see WotC poking into romantasy or K-pop as “nothing is off the table.”
Lastly, Cocks reiterated how important the Universe Beyond products have been to Magic. The strategy they built for UB in Magic was based on new player and total player expansion and every metric shows that it not only has been successful, but “really successful.” Magic is seeing player growth and meaningful distribution growth, which Cocks said translate to enduring business success. He said he feels great about the UB lineup for 2026 and 2027, noting that some of the IPs that will be announced soon will be Final Fantasy-like in terms of types of players and size of the community.
“We see a bright future for the brand both in the second half of 2025 and beyond,” Cocks said. “Simply put, Magic is stronger than ever and we are just getting started.”
Read the press release and view the Q2 presentation from Hasbro.
