MTG's Universes Beyond Became the Clear Focus in 2025 In 2025, the world of Magic: The Gathering (MTG) took a decisive turn, with the company's Universes Beyond initiative emerging as the clear focal point for the game's growth and success. This strategic shift, spearheaded by Wizards of the Coast, the studio behind MTG, has had far-reaching implications for the beloved trading card game and its devoted player base. Universes Beyond is an ambitious project that allows MTG to collaborate with other popular entertainment franchises, blending the game's rich fantasy elements with the immersive worlds and beloved characters of some of the most iconic brands in pop culture. The culmination of this vision was seen in 2025, as the company unveiled a slate of highly anticipated Universes Beyond releases that captured the imagination of both longtime MTG fans and newcomers to the game. At the forefront of this expansion was the Final Fantasy collaboration, which proved to be a game-changing moment for the MTG franchise. Cashing in on the enduring popularity of the beloved Japanese role-playing game series, the Final Fantasy-themed set quickly became one of the best-performing releases in MTG history, as reported by CEO Chris Cocks. The fusion of Final Fantasy's iconic characters, spells, and landscapes with the strategic depth and deckbuilding mechanics of MTG resonated deeply with players, leading to a surge in both sales and player engagement. Alongside the Final Fantasy release, Wizards of the Coast also unveiled a series of other high-profile Universes Beyond collaborations, including a Spider-Man-themed set under the Marvel banner and the Edge of Eternities expansion, which drew inspiration from the rich narrative and world-building of the fantasy genre. These releases, coupled with a steady stream of popular Secret Lair drops, further cemented the Universes Beyond initiative as the driving force behind MTG's remarkable growth in 2025. The success of these Universes Beyond offerings can be attributed to several key factors. First and foremost, the ability to tap into established fan bases and leverage the recognizable characters and settings of beloved franchises has proven to be a powerful draw for both new and existing MTG players. The crossover appeal of these collaborations has effectively broadened the game's reach, attracting a more diverse player base and introducing MTG to a wider audience. Moreover, the Universes Beyond sets have demonstrated a remarkable level of creativity and innovation, seamlessly blending the core gameplay mechanics of MTG with the unique attributes and thematic elements of the partnered franchises. This fusion has not only generated excitement among players but has also breathed new life into the MTG ecosystem, inspiring fresh approaches to deckbuilding, gameplay strategies, and the overall MTG experience. The success of Universes Beyond has also had significant implications for Wizards of the Coast's overall business strategy. With Magic revenue growing by an impressive 55% year-over-year in Q3 2025, it's clear that the Universes Beyond initiative has become a crucial driver of the company's financial performance. This newfound momentum has not only bolstered Wizards' position within the Hasbro corporation, which owns the MTG brand, but has also granted the studio greater autonomy and resources to continue expanding the Universes Beyond vision. Looking ahead, the future of MTG seems firmly anchored in the continued growth and evolution of the Universes Beyond model. Wizards of the Coast has hinted at an expansive roadmap of upcoming collaborations, teasing the possibility of partnerships with beloved franchises from the realms of science fiction, horror, and beyond. As the game continues to transcend its original fantasy roots, the potential for MTG to reach new heights of popularity and commercial success appears limitless. However, the Universes Beyond approach has not been without its critics. Some long-time MTG players have expressed concerns about the dilution of the game's core identity, worrying that the influx of external IPs may overshadow the rich lore and world-building that has defined the game for decades. There are also questions about the potential for creative stagnation, as Wizards may become overly reliant on the brand recognition and fanbase appeal of its collaborators rather than focusing on organic MTG-centric design and storytelling. Despite these apprehensions, the overwhelming success of the Universes Beyond initiative in 2025 has solidified its place as a central pillar of Wizards of the Coast's strategy for the foreseeable future. As the company continues to navigate the evolving landscape of the gaming industry, the ability to leverage popular franchises and engage with diverse audiences has proven to be a potent competitive advantage. For MTG enthusiasts, the coming years promise a thrilling and unpredictable journey as the game continues to expand its horizons and redefine the boundaries of the trading card game experience.