Hauv Upper Deck's Strategy Los Sib Tsoo Digital Thiab Physical Collectibles

Ob peb xyoos dhau los tau zoo heev rau kev lag luam sau khoom thiab Sab Nraum Loj, Carlsbad, California-based trading card tuam txhab, tsis muaj kev zam. Upper Deck ua si hauv cov pab koomtes loj ntawm $ 1.5 billion thoob ntiaj teb kev ua lag luam rau cov ntawv sau thiab $ 6 nphom kev lag luam rau kev ua lag luam daim npav ua si, muaj daim ntawv tso cai thoob ntiaj teb rau NHL Hockey, hwm kev lom zem hom xws li Disney, AEW thiab James Bond, thiab kev pom zoo nrog cov neeg ua si thiab Player koom haum rau autographs thiab nco. Tab sis raws li kev txiav txim siab kev siv nyiaj los ntawm cov neeg siv khoom tau pib hloov pauv thiab cog lus, Upper Deck tab tom nthuav dav nws lub hom phiaj los tsim cov kev hloov tshiab rau cov kiv cua, cov neeg sau khoom, gamers thiab cov neeg nyiam ua kis las.

Txawm hais tias lub tuam txhab tuav pov hwm ntiag tug tsis kam tshaj tawm cov lej nyiaj tau los, lawv pom tias lawv txoj kev loj hlob muaj zog, thiab tsis yog tsuas yog tsav los ntawm kev sib kis thoob ntiaj teb kev ua haujlwm hauv tsev nyiam nyiam ua lag luam phaib. "Peb tau pom kev loj hlob 5-10 feem pua ​​​​txij li xyoo 2015 nrog ntau ntawm peb lub npe," said Upper Deck Thawj Tswj Hwm Jason Masherah. "Lub sijhawm muaj kev sib kis, peb yuav pom 2-3x kev nthuav dav ntawm kev lag luam theem nrab raws li ntau tus neeg sau GenX tau siv sijhawm los mus rau hauv lawv cov attics thiab rov tshawb nrhiav lawv cov qub qub, tab sis kev siv nyiaj tam sim no mus rau lwm qhov chaw, thiab kev xav txog kev khaws cia zoo li qub. ua raws li kev lag luam dav dav. "

Dhau li ntawm kev hloov pauv huab cua, Upper Deck tseem tab tom ntsib kev sib tw nruj los ntawm Fanatics, lub burgeoning sports collections juggernaut uas tau kos npe rau NFL thiab NBA, outflanked Topps rau daim ntawv tso cai MLB, tau txais nws tam sim no-txo cov neeg sib tw, thiab tej zaum yuav tsis tiav gobbling up rivals thiab cov neeg koom tes. Uas tawm Upper Deck nrog dibs ntawm ice hockey, NHL players 's koom haum, thiab alumni, uas Masherah tus yam ntxwv tsis raws li tsis raws li qhov ntau speculator-tsav pob (NFL thiab NBA), thaum tseem muaj ntev mus txog nyob rau hauv European lag luam.

Ib feem ntawm Upper Deck lub tswv yim los tuav nws tus kheej hauv qhov chaw sib tw yog diversifying nws cov lag luam. Ntxiv nrog rau cov ntawv sau ua ke thiab nco, Upper Deck tau tsim ob lub platform tsim kev ua si nrov, Legendary thiab Vs, uas muab lub tuam txhab lub taub hau hauv lub ntiaj teb nyiam kev ua si uas muaj txiaj ntsig zoo los ntawm cov tuam txhab xws li Hasbro's.TAU
Wizards ntawm ntug dej hiav txwv thiab Asmodee. Upper Deck muaj cov khoom muaj ntawv tso cai los ntawm Marvel, Dynamite Entertainment's cov tub hluasJames Bond, WB's Chaw Jam thiab 20^th Century's Alien franchise ntawm lwm tus.

Hauv txhua qhov chaw no, Upper Deck tab tom ntxiv cov khoom siv digital rau gameplay. Masherah hais tias "Peb muaj ob qhov kev ua si digital, Legendary DXP thiab James Bond Legendary DXP, hauv ob lub khw muag khoom hauv Android thiab iOS," said Masherah. "Kev koom ua ke cov npav digital thiab lub cev yog ib feem loj ntawm lub tuam txhab."

Lub tuam txhab tseem tab tom nqa cov khoom siv digital rau kev sau lub cev. Upper Deck debuted ePack, digital trading card system, hauv 2016, thiab tsis ntev los no tau nthuav dav rau cov khoom ua si thiab comics nyob rau lub caij ntuj sov nrog cov kev pabcuam digital tshiab hu ua Collect Forever. Hauv ob qho tib si, cov neeg siv khoom yuav cov tokens digital uas sawv cev rau cov khoom siv lub cev tshwj xeeb uas tau khaws cia hauv qhov chaw ruaj ntseg los ntawm Upper Deck. Cov neeg siv khoom tuaj yeem txhiv cov tokens kom xa khoom ntawm lub cev txhua lub sijhawm, lossis tuaj yeem yuav, muag lossis ua lag luam tokens nrog lwm tus neeg sau khoom, hloov cov tswv cuab yam tsis tau xa khoom lub cev.

Lub kaw lus daws ob peb qhov teeb meem rau cov neeg sau khoom. Masherah tau hais tias "Muaj ntau tus neeg sau khoom sib koom nrog cov neeg uas tsis txaus siab rau cov khoom khaws cia thiab kev nco qab uas cuam tshuam hauv tsev," Masherah hais. "Tseem muaj ib tiam neeg uas ua txhua yam digitally, yog li peb xav nyob ntawd rau lawv hauv lub ntiaj teb digital."

Sau Mus Ib Txhis ncua qhov kev pab cuam rau comics thiab cov khoom ua si sib sau ua ke zoo li Funko Pops. Cov neeg siv khoom tuaj yeem xaj ncaj qha rau ntawm Upper Deck site thiab tau txais cov khoom siv digital hauv lawv tus account. Cov khoom siv lub cev raug xa ncaj qha los ntawm cov chaw tsim khoom mus rau Upper Deck qhov chaw ruaj ntseg, qhov chaw uas nws tau tshuaj xyuas qhov mob, encased nyob rau hauv ib tug kev cai airtight tiv thaiv sheath, muab ib tug piav qhia daim ntawv lo nrog mus txog qhovtwg code, thiab cim raws li "uncirculated."

Rau cov kiv cua uas tsis nyob ze lub khw muag khoom, lossis txhawj xeeb txog cov teeb meem ntawm kev xa khoom, kev puas tsuaj hauv kev thauj mus los, kev lis kev cai, lossis khaws cov khoom tshwj xeeb hauv lawv lub tsev, Mosherah hais tias Collect Forever program yog qhov zoo tagnrho. Nws hais tias, "Peb kuj tau ua kev ywj pheej li cas cov kev hloov pauv tau daws," nws hais, hais txog qhov teeb meem kub kub hauv ntiaj teb ntawm kev sau comic, qhov twg qee qhov teeb meem raug tso tawm nrog cov npog tsis tshua muaj. "Tsis txhob them nyiaj los ntawm lub qhov ntswg los yog poob rau cov neeg muag khoom zoo tshaj plaws, ntawm Sau Mus Ib Txhis, yog tias koj them tus nqi them rau ib qho ntawm peb cov phau ntawv, koj muaj kev ncaj ncees ntawm kev tau txais qhov sib txawv raws li kev sib tw. Qhov ntawd muab tus nqi zoo ntxiv ntawm cov nqi phau ntawv comic. "

Ib qho kev hloov tshiab digital uas Upper Deck tsis kam lees yog NFTs. Lub tuam txhab zaum ntawm ib sab thaum lub xyoo dhau los qhov kev kub ntxhov crypto loj heev thiab tam sim no zoo li ntse rau kev ua li ntawd vim NFT kev lag luam tawm 97 feem pua ​​​​ntawm nws cov qib 2021. Mosherah hais tias "Peb ntseeg tias cov khoom siv digital yog qhov tseem ceeb tshaj plaws mus tom ntej, tab sis hmoov tsis zoo, [NFTs] yog qhov kub kub, thiab tsis muaj ntau lub tuam txhab thev naus laus zis hauv qhov chaw yeej nkag siab txog peb txoj kev lag luam," Mosherah hais. "Peb tau pom cov xwm txheej uas tib neeg siv nyiaj ntau thiab poob nws ib hmos. Cov neeg sau khoom yuav tsum tsis txhob sau yog tias lawv tau raug hlawv. Peb tsom mus rau kev tsim kom muaj kev ncaj ncees thiab pob tshab. "

Mosherah tau hais tias mus tom ntej, lub tuam txhab tau tsom mus rau kev tsim cov kev paub tshwj xeeb rau cov kiv cua, rov qab mus rau lub rooj sib tham kiv cua (Upper Deck nthuav tawm ntawm San Diego Comic-Con thiab NYCC xyoo no), thiab nthuav dav cov kev pabcuam digital. Nws kuj tau hais ntxiv tias kev loj hlob hauv kev lag luam thoob ntiaj teb tau ua tau zoo, coj los ntawm thaj av Asia-Pacific ib txwm muaj zog thiab ua kom muaj koob npe nyob hauv Europe uas tau tsav los ntawm Upper Deck daim ntawv tso cai hockey thiab ePack program.

Nws tau hais tias "Peb yog kev lag luam nyiaj tau los pov tseg," nws hais. "Peb cia siab tias yuav muaj kev loj hlob ntxiv, tab sis tsis tuaj yeem kwv yees lossis tswj tau dab tsi tshwm sim hauv ntiaj teb."