Final Fantasy Cooperation Skyrockets Revenue of Magic: The Gathering Publisher
– 2 min read
With the highest revenue in the first 24 hours of any set to date, Magic: The Gathering x Final Fantasy has driven up Hasbro's quarterly revenue significantly. The digital gaming segment, especially Monopoly Go!, played another big part as well.
In yesterday's Q2 earnings call at Hasbro, the toy, board game and gaming company has revealed that the digital gaming segment has strongly driven revenue growth of the company. A gaming cooperation also played a part in the case of Magic: The Gathering’s (MTG) cooperation set with Square Enix’s Final Fantasy franchise. The cooperation released in June under Hasbro subsidiary and MTG publisher Wizards of the Coast.
Hasbro’s revenue increased 16 per cent with a record growth in MTG and contributions from Monopoly Go! in Hasbro’s digital gaming segment. MTG revenue especially increased 23 per cent fueled by Final Fantasy and and through the special print Secret Lair service which offers limited MTG card sets for short amounts of time. The crossover set MTG x Final Fantasy received a special outcall by Hasbro CEO Chris Cocks, revealing that it breached 200 million dollars of revenue in just a single day. In contrast, the MTG x Lord of the Rings crossover set of 2023 took about six months to reach 200 million dollars in revenue. Monopoly Go!, on the other hand, contributed $44M of revenue in the second quarter.
Hasbro’s toy division on the other hand received a blow. Its revenue decreased by 16 per cent. Hasbro blames “anticipated softness in Toys driven by retailer order timing and geographic volatility”. It has however acquired a range of product licences, the cost of which they claim are a strong part of this revenue decrease.
“Hasbro’s return to growth in the first half of 2025 is clear validation that our Playing to Win strategy is working,” said Chris Cocks, Chief Executive Officer, Hasbro, Inc. “We delivered record-setting results from MAGIC: THE GATHERING, alongside strong contributions from our games portfolio, licensing partnerships, and digital initiatives. With this momentum, we’re increasing our full-year outlook and positioning Hasbro for sustained growth in 2025 and beyond.”
“We are raising our full-year revenue and adjusted EBITDA guidance, fueled by performance in our Wizards business. Despite a dynamic macro environment, the strength of our diversified business and cost productivity initiatives support our updated outlook,” said Gina Goetter, Hasbro Chief Financial Officer and Chief Operating Officer.
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