I don't get why Wizards cares so much about their marketing. They are in a unique position that the resulting quality of their products determines public reception and not the way they reveal their products. An interesting setting, with well designed cards and good mechanics will sell better than a poorly thought out set regardless at what point the cards are revealed. Magic is game that is played and bought continuously throughout the sets availability and is different from video games where publishers (well, not all, but many) make most of their sales in the game's opening days and who are able to 'dump' a bad game through excellent marketing.
That certain cards from the set got leaked before they wanted doesn't really matter since the end result will remain the same. The playerbase judges sets on their whole and if they don't like it, this results in less-frequent drafts and thus lower sales. If they like it, it spreads through word-of-mouth to other, more dormant, players and potentially new players. I hope they understand that the poor reception for BfZ was due to the set's design and not the way it was marketed.
"Why do we care about marketing, our product sells itself" is the death knell for untold millions of companies and LLCs throughout history. No product sells itself. If a tree falls in the forest and nobody is around to hear it, then who the fuck is going to buy the lumber? I could go into extremely long details about this particular topic, but just a couple of things to [[Ponder]]
- What purpose did the Stainless Duels games serve? Who was the target audience there?
- When did the game really begin its new golden age, in which every single year (with the exception of maybe this year) was more financially successful than the last?
- What drove non-core products like the Commander Arsenal, precogs and event decks?
- Why the continuous focus on Jace and Co.?
- Why do you think we got a set based on angels and a block around dragons?
- Why do we have a renewed focus on non-game related, branded items, from hats to board games?
No doubt word of mouth is extremely important. That's why MaRo continues his blog well past the time it had to have stopped being fun. That's why Reddit has its own community managers. That's why they're quick to talk about success and slow to talk about failures.
But if word of mouth was the alpha and omega of selling their game, then Avacyn Restored would have stopped selling after the first 2 weeks.
What is "Magic Digital Next"? A new project or am I misreading that slide?
In the previous year's roundup they talked at great length about how they were going to revitalize the flagging MTGO community. 'Digital Next' is just their internal corporate speak for 'hey, we sunk money into this, which you as investors hate, but we promise there will be financial growth in FY16. See how many things have not sucked about MTGO? Please don't sell your stocks."