Wizards of the Coast has announced a change in the model for MTG Secret Lairs, moving from a print-to-demand model to a limited print run. The company claims that this change will expedite shipping and allow Secret Lairs to reach buyers more quickly. However, this change is likely to make the Secret Lair experience worse for consumers, as it will benefit scalpers and create a sense of urgency for buyers. The limited print run will require consumers to act quickly to purchase Secret Lairs, as they will sell out once the set number of copies is gone. This change is concerning given the company’s history of handling products with limited print runs, as evidenced by the fiasco launch of the 30th Anniversary Countdown Kit in 2022. While the Magic team is confident in their ability to base print-run numbers on four years of Secret Lair sales, there are concerns about the impact on consumers who miss out on the initial release. Overall, the change to a limited print run for Secret Lairs is seen as a cost-cutting measure that may exploit FOMO and benefit scalpers, while potentially diminishing the value and appeal of the product.
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Wizards’ MTG Secret Lair change is great news… for scalpers
