Magic: The Gathering Is Officially Hasbro's Biggest Profit-Maker

Magic: The Gathering has become Hasbro's biggest profit-maker, as evidenced by the company's 2026 third quarter financial report. The popular trading card game generated over $600 million in revenue during this period, marking a significant milestone. Overall, Wizards of the Coast, the publisher of Magic and Dungeons & Dragons, contributes nearly 90% of Hasbro's quarterly operating profits.

The impressive 31% revenue increase for Wizards is primarily attributed to the success of the recent Magic sets, The Hobbit and Reality Fracture. The Hobbit, in particular, is the fourth best-selling Magic set in history, despite its more limited card pool. Consistent financial success has been a hallmark of Magic's relationship with Hasbro, with each new report reinforcing the game's commercial dominance.

Organized play, a crucial aspect of the Magic community, has also seen a positive trend. Participation in the first nine months of 2026 increased by 40% compared to all of 2024. This growth can be attributed to the introduction of organized play through Hasbro's official app, Companion, which has expanded access to events like Local Game Stores' Commander games.

While the competitive side of Magic has faced criticism for its fast-paced set releases and lack of prize support, recent games like Riftbound have attracted significant interest due to their generous prize structures.

Despite these positive developments, Magic faces a challenge in balancing its sales-first approach with the needs of its traditional fanbase. While sales have soared, the game's competitive scene has become increasingly disenfranchised, with feelings of alienation growing among dedicated players. Magic's future success may hinge on finding a way to reconcile these divergent priorities, as the company's close relationship with Hasbro suggests that substantial changes in policy are unlikely in the near future.