Munich/Durham, 21 September 2017 – Hasbro (NASDAQ:HAS) subsidiary Wizards of the Coast – creator of iconic games such as Magic: The Gathering and publisher of the popular Dungeons & Dragons role-playing game series – has selected the commercetools platform for Magic: The Gathering Arena, the first in a series of new digital games announced earlier this month at Hascon. The commercetools solution – selected by Wizards of the Coast (Wizards) over competing solutions – injects shopping cart functionality directly into the game, which provides fast and easy one-click check-out. Players won’t have to deal with annoying pop-up pages or leave the game to checkout.
Payment management enabled by CyberSource, a Visa company, was also customized to enhance the player experience by enabling a one-time payment set up. The commercetools solution combined with the payment management platform provided by CyberSource will become the in-game commerce foundation for Wizards’ future games.
““commercetools is the perfect fit for Wizards of the Coast because its solutions are about creating the best-possible gaming experience with a flexible approach that enables us to customize commerce applications to our specific needs,” said Jeremiah Isgur, Director of Digital Product Management at Wizards of the Coast. “The modular format gives a great foundation of essential functionalities that we can then build on with our own microservices development.””
With 20 million players for its signature product Magic, Wizards is a leading brand with a global following for its engaging fantasy art and sci-fi stories. Spring-boarding off the success of the physical role-playing and trading card gaming genres the company pioneered in the 1990s, Wizards established its own in-house digital gaming division with talent from gaming leaders such as Valve Corporation, Warner Bros., Activision and many others. The combination of some of the industry’s best fantasy art and character development helps the Wizards team deliver an engaging experience that brings people together.
Arthur Lawida, President of commercetools North America, added: “Wizards of the Coast is an impressive company with an amazing fan base, and the company is passionately dedicated to creating great customer experiences. In selecting our platform, they’ve recognized that commerce opportunities can be interwoven into game play without detracting from the experience or taking on heavy cost burdens, and we look forward to helping them achieve their goals in the fast-growing digital gaming market.”
Thanks to commercetools’ modular, microservices-based approach, companies can rapidly and flexibly deploy commerce capabilities, resulting in significant cost savings over comparable solutions in the market. In addition, commercetools’ unique API-utilization pricing model eliminates the 30 percent per transaction revenue fee charged by most industry platforms. Unlike traditional commerce platforms, the commercetools solution allows brands to pick and choose specific services and features as building blocks to create the exact solution they need, instead of paying for a full suite of long feature lists.
In the gaming market, users purchase and frequently trade in valuables such as coins or gems won in the game. This transactional-based game flow requires less demand for complex product data management, in favor of increased ability to handle the traffic spikes of newly launched games and a high volume of individual small transactions by players. Traditional all-in-one commerce solutions have proven to be too rigid to satisfy these unique requirements, and gaming companies previously had few viable solutions to handle the commerce functionality required by their business models. Because commercetools sells these functionalities as individual services, brands are only paying for the features they actually use.
About Wizards of the Coast, LLC
Wizards of the Coast LLC, a subsidiary of Hasbro, Inc. (NASDAQ:HAS), is the leader in entertaining the lifestyle gamer. Wizards’ players and fans are members of a global community bound together by their love of both digital gaming and in-person play. The company brings to market a range of gaming experiences under powerful brand names such as MAGIC: THE GATHERING, DUNGEONS & DRAGONS, AVALON HILL, and DUEL MASTERS. Wizards is also a publisher of fantasy series fiction with numerous New York Times best-sellers. For more information about our world renowned brands, visit the Wizards of the Coast Web site at www.wizards.com.
commercetools is a next generation software technology company that offers a true cloud commerce platform, providing the building blocks for the new digital commerce age. Our leading-edge API approach helps retailers create brand value by empowering commerce teams to design unique and engaging digital commerce experiences everywhere – today and in the future. Our agile, componentized architecture improves profitability by significantly reducing development time and resources required to migrate to modern commerce technology and meet new customer demands. It is the perfect starting point for customized microservices.
Visit www.commercetools.com for more information.
Eileen Tanner for commercetools
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