MagicCon Growth, Pro Tour Business at Hasbro

MagicCon 2026 took center stage in Las Vegas this week, drawing in 25,000 attendees for a three-day extravaganza dedicated to Hasbro’s popular trading card game, Magic: The Gathering. Unlike traditional magic conventions focused on sleight of hand tricks, MagicCon showcased the competitive and strategic world of Magic: The Gathering.

One of the highlights of the event was a panel featuring Paul Bettany, known for his role in the Marvel Cinematic Universe, unveiling a new collaboration between Magic and Marvel Super Heroes. In addition to exciting announcements, MagicCon also featured a unique “Cat Lair” adoption event in partnership with a local kitten rescue organization, highlighting the community-focused nature of the convention.

The heart of MagicCon lies in the prestigious pro tour event, where top Magic players from around the globe compete for a prize pool of $500,000. The pro tour has a rich history dating back to 1994, just after the release of the card game, and continues to draw in elite players and fans alike.

Show manager Brandon Owen, who was instrumental in creating MagicCon in 2023, shared insights into the evolution of the event. With a focus on building around the pro tour, MagicCon has grown into a must-attend event for Magic enthusiasts worldwide.

Wizards of the Coast, the company behind Magic: The Gathering and Dungeons & Dragons, has seen a surge in popularity in recent years, with Magic reaching new heights in 2025 with $1.7 billion in sales. The brand has expanded its reach through collaborations with franchises like “Avatar: The Last Airbender” and “Final Fantasy,” while also venturing into original content such as an animated series on Netflix and a live-action film in development at Legendary.

At MagicCon, head designer Mark Rosewater and principal designer Gavin Verhey discussed the challenges of steering Magic: The Gathering as it grows beyond its origins. With upcoming collaboration sets for Marvel superheroes and J.R.R. Tolkien’s “The Hobbit,” as well as the original IP collection “Reality Fracture,” Wizards of the Coast continues to push the boundaries of the game.

As Magic garners more attention than ever before, the Wizards team remains focused on designing for a diverse and vocal fan base. With the industry’s eyes on Magic, the brand is navigating new territory while staying true to its roots.

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