Wizards of the Coast is ending its Buy-a-Box promotional program for Magic: The Gathering after Lorwyn Eclipsed, which will be released in January ()see “’Magic: The Gathering – Lorwyn Eclipsed”). “Following careful review, this program will conclude with Lorwyn Eclipsed, the final set to provide Buy-a-Box promos,” the company said in announcing the change.
The Buy-a-Box program provided promo cards to WPN retailers to support booster box sales during launches; it has been in place for over a decade (see “’MTG: Born of the Gods’”). Last year, the program was extended to Collector Boosters (see “Buy-a-Box Collector Boosters”).
WotC made a general pledge to support promotional programs in conjunction with the Buy-a-Box sunset. “We remain focused on investing in promotional programs and incentives that drive long-term growth and repeat play in stores,” the company said in the announcement. “You will continue to see strong in-store support through initiatives that reward player engagement, spotlight new releases, and help you activate your local audience through in-store experiences. We will also continue testing new event structures, support, and promotions to identify and expand your store’s experiences.”
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