MaRo goes over all of the decision making processes for UB sets, particularly how they choose which other IPs to go with:
- Overlap with Magic players or potential Magic players
- Elements that translate well to Magic cards
- A partner that wants to work with us
He also spends a good bit time discussing how they “[make] sure you capture what people love about the property.” For WHO this became a variation of Partner for commanders partnering with a “companion.” Kind of annoying they went with that term given companions are already a thing from Ikoria!
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It would be way easier to just not make UB crap. It also would help with not deluding an existing IP and prevent player fatigue. This is just corporate PR speak to try to calm invested player concerns, but ultimately as long as profits go up, they keep pushing with this bullshit until Magic The Gathering is dead.
