Launching a Trading Card (or Collectibles) Project in 5 Simple Steps

I've been involved in the world of sports cards and Futera on and off since 2009.

In fact, as authenticity is everything in the collectibles world, that picture above is of me in Singapore with one of our collectors when I was just 21 (my hairline was still intact and I hadn't yet had kids so I didn't look all haggard and knackered).

It's interesting because I've seen this hobby change so much.

Collectibles have morphed into a far bigger beast than ANYONE would have anticipated when this photo was taken.

Trading cards were on the periphery of culture and were seen as something a little bit 'geeky'.

Fast forward to now, and they're a de facto asset class. I go to events where thousands of collectors turn up. We have celebrities spending enormous amounts of cash to buy packs and open them on their social media channels. It's crazy.

Over the years, I think I have developed a deep understanding of what collectors want, their motivations, and desires. I genuinely believe so many businesses are missing out by not tapping into this world.

I know some of you are considering launching your own trading card projects with the aim of building a thriving community.

I've been meaning to sit down and write something like this for a while, so, for what it's worth, here's my advice to anybody who is looking to launch their own project:

?? Understanding the psychology of collectors

You've got to understand that collecting things has been a fundamental part of the human experience. Many different cultures from across time have 'collected' different items.

Yes, motivations differ depending on the individual, but a lot of things can be explained by people looking for some kind of purpose, wanting status, to be part of a community, to retreat into the past and evoke childhood memories, or simply for the thrill of the chase (buying packs to search for specific cards, for example).

Of course, investing is a large part of the puzzle today, but I believe people put far too much emphasis on this. Most collectors who buy cards lose more money than they make. There are other elements at play.

?? Good. F**king. Content

This is applicable regardless of the industry you're in - creating decent and compelling content not only showcases your product but also tells a story. And stories are important. They help you build a connection with your audience, making them more invested in your brand.

Three simple rules to live by:

- Create content that is entertaining

- Create content that educates

- Create content that inspires action

Don't just constantly sell. Don't make every post a sales pitch.

Your goal is to create intrigue, to tell the story of your collection, to get people thinking that they just have to have your cards because buying your collectibles will help quench the thirst for some of those psychological elements I wrote above.

There are a hundred million people on the internet who will tell you what equipment you can use to create videos or what time you should be posting, I'm not writing this to do that.

I am, however, insisting you follow the three points above when creating ANYTHING on the internet that you want to drive collectors to your product.

?? Social Media is where the attention is whether you like it or not

Getting good at Instagram, YouTube, and TikTok is paramount. If you don't know what you're doing, pay someone who does. I built the Futera brand in the Anglosphere by using these platforms.

I didn't have a huge budget to work with either, and I was lucky that we had an excellent product. But Futera hadn't really been targeting people in the UK or US for a very long time, so in some cases, it was like starting from scratch.

I had to improvise, I had to pull other people's audiences in and think outside the box. You'll potentially have to do this too.

So develop an influencer marketing strategy and leverage it as much as possible; have guys with audiences adjacent to yours opening your packs online, hell, even stick them into the collection if you can.

All of this will boost visibility. Just ensure you're working with the right people. This will take some time but it's a worthwhile endeavor.

??? The importance of IRL

Whenever I speak to people considering entering this space, they often focus on the digital realms. Well, to paraphrase Dizzy Rascal, "I'm old skool like 'Happy Shopper'."

Get on the ground. Speak to people. Make yourself known.

There are now multiple different trading card events taking place up and down the country these days, and this is where your people are.

If you want to really foster a sense of community, you've got to take things into the real world.

Events like the London Card Show, where collectors can interact with each other and the various different brands within the space, have been particularly effective for us.

I implore anybody who is launching a project to get a table and showcase what it is you do in front of collectors in real-time.

This does a few different things, but mainly it allows you to get some key feedback and build relationships. Do not neglect this.

?? Going to Market:

Collectors naturally want what they can't have, so I'd be very keen to slowly trickle out what it is you're planning to do.

Don't rush this stage. You can leverage it to build an audience prior to even printing a single card if you want.

Ensure you've got the format of your release nailed and that you're covering all bases. The internet is beautiful, you can reach a lot of people in a short amount of time if you're doing the right things.

But again, it's like any product launch in any industry, don't rush and make sure you've properly 'got the people going'.

A lot of people are working on some pretty cool things and I can only see the hobby going from strength to strength. The industry is projected to be worth $1274.27 million by 2028. Not bad.

I hope this helps. I’m intrigued to see how the next few years play out.