Limity loajality hráčů Magic: The Gathering v kontextu vývoje marketingu hry

This bachelor's thesis addresses the phenomenon of player loyalty to the card game Magic: The Gathering (MTG) in the context of the dynamic development of the game and its marketing. Within a gaming subculture characterized by a strong emotional bond and shared identity, the brand's current direction, particularly the Universes Beyond (UB) project integrating external franchises, presents a challenge to maintaining player loyalty. The aim of the thesis was to identify the attitudes and opinions of long-term MTG players regarding these changes and to ascertain the limits of their loyalty. The research was conducted using a qualitative method of semi-structured interviews with nine long-term players. Based on data analysis, it was found that the limits of loyalty are determined by the erosion of brand authenticity (disruption of its continuity, credibility, integrity, and symbolism), a perceived emphasis on financial gain, and product inundation. The UB project serves as a catalyst for these limits, especially in cases of thematic incompatibility. The thesis provides a descriptive and analytical insight into the dynamics of consumer loyalty in a subcultural environment where brand development is perceived by part of the community as a disruption of its authenticity.