![]() ![]() “This one really means a lot because for me, this was validation. The former Magic pro player, who has represented New Zealand four times at the game’s world championships, looked away for just a moment to gather himself. “I don’t really care that much about accolades in general,” he continued. Flesh and Blood is a hit, a card game now played on virtually every continent and sold at more than 3,200 game stores, a hobby in and of itself that is played weekly by more than 2,500 different local communities all around the world.įlesh and Blood may never be as popular as Magic, but it is an undeniable force to be reckoned with - and so is White. Data shows that Legend Story’s revenue is up 6,416% over the last three years, making it one of New Zealand’s most successful new companies in 22 years. To him it is proof that his company is gaining ground against its biggest competitor - the multibillion-dollar giant, Magic: The Gathering. In his hands he held up a tiny plaque to the camera, an award he won in the Deloitte Fast 50. He was well off script now, digging deep into the emotions surrounding the hobby that had become his life’s work. ![]() Thirty minutes into our conversation, the co-founder of Legend Story Studios had quickly burned through his elevator pitch material for Flesh and Blood, the trading card game he launched from New Zealand in 2019. “I feel like my entire career I’ve been fighting this fight to bring recognition and respect and validation to tabletop,” James White said, staring intently back at me through his computer screen. ![]()
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