Marketing to Collectors!

I want to talk about marketing to gamers motivated by collecting

Let’s talk about a special breed of gamer—the collector. You know the type: they’re not just here to win; they’re here to collect every rare card, limited skin, and character you didn’t even realize was in the game. Their inventory or is their trophy case, and their grind never stops.

I have had the honor of marketing to these gamers in two of my prefossional stops, at Blizzard with Hearthstone and again while I was at FoxNext on Marvel Strike Force. I have learned that to market to these gamers, you need to think long-term. This isn’t about selling one pack or loot box—it’s about creating a journey they can commit to, one expansion, drop, or event at a time.

The Collector Mindset

Collectors thrive on the thrill of the hunt and the satisfaction of completion. They love sharing their finds, discussing strategies, and being part of a like-minded community. But they’re also wary of feeling exploited. If your marketing feels like a quick cash grab, they’ll peace out faster than a Hearthstone control deck player vs a Pirate aggro deck.

Tactics That Win Collectors Over

1. Community Engagement

Collectors want to connect with others who share their passion. Whether it’s trading, strategizing, or showing off their collections, a strong community keeps them engaged.

Our Hearthstone community team nailed this with its Tavern Community focus, including Fireside Gatherings and online forums where players swap deck ideas and brag about their legendary cards.

My team on Marvel Strike Force exceled at fostering community through in-game alliances, where players can collaborate to strategize and unlock new characters. This team-based dynamic strengthened bonds within the player base.

2. Content Marketing

Collectors care about the stories behind their favorite items. They want to know what makes each card, character, or piece of gear unique and how it fits into the bigger picture.

I always admired how Konami with Yu-Gi-Oh!’s marketing did this by diving deep into the lore of its card archetypes and mechanics, and their ability to lean on their Anime/Manga cannon keeping players intrigued and invested.

3. Speculation-Based Marketing

Collectors love the thrill of rarity and potential future value. Limited editions, surprise drops, and teasers keep them hooked.

Magic: The Gathering is a master class in speculation marketing, using spoiler seasons and secret drops to fuel the hype and the hunt.

4. Event Marketing

Collectors love to celebrate their passions at events—whether digital or in-person. These gatherings allow them to showcase their collections and connect with the broader community.

While working on Hearthstone we invested deep into expansion announcements making them feel like events, with live streams, developer insights, and community discussions. And of course, building a real-life Tavern for players to hang out in at Blizzcon.

Marketing to collectors is all about building trust and crafting experiences they’ll value over the long haul. Game marketers for Hearthstone, Pokémon, Marvel Strike Force, Magic, and Yu-Gi-Oh! have shown me how to win player loyalty.

What’s your go-to move when marketing to collectors?