Editable Baseball Cards: A Digital Evolution of a Pastime
Baseball cards have been an integral part of American culture and the baseball fan experience for over 130 years. Originally included as advertisements in tobacco products in the late 1800s, baseball cards grew to become treasured collectibles that baseball fans of all ages would eagerly seek out and trade. For decades, the traditional cardboard baseball card remained largely unchanged – featuring a static image of a player on the front with basic stats and biographical information on the back.
In recent years however, the baseball card has undergone a digital evolution. With the rise of digital media and online/mobile platforms, several companies have launched new types of “editable” or “living” baseball cards that allow for a more interactive experience. Rather than simply collecting and storing static cardboard pieces, these new digital cards offer fans a dynamic way to track and engage with their favorite players. Some of the key companies at the forefront of this emerging space include Topps, Panini, Leaf, and MLB.
Topps was one of the early innovators, launching their BUNT and HUDDLE apps in 2012 which featured virtual trading card collections that could be collected, traded, and showcased online. A major advancement came in 2015 with the introduction of Topps NOW cards. Topps NOW allows fans to purchase and collect limited edition digital cards commemorating the most memorable MLB moments, often within hours of when they occur. Topps artists rapidly turn around new card designs featuring the latest walk-off hits, no-hitters, milestones and more.
Perhaps the biggest differentiator of Topps NOW cards compared to traditional cards is that they are “living” – the stats and information on the cards can be updated in real-time to always reflect the most current player performance. A player who hits a game-winning homer will see that highlighted on their newest Topps NOW card within a day. Similarly, achievements, awards, and other career milestones are dynamically updated as they occur. This living aspect gives the cards ongoing value and relevance for fans rather than becoming outdated as time passes.
Panini’s offerings in the digital baseball card space include their Sticker Collection and Prizm apps. Like Topps, Panini has embraced limited edition “moment” cards to commemorate big plays shortly after they happen. One unique aspect of Panini cards is the ability for fans to directly interact and engage and build their virtual player collections. In the Prizm app, fans can chat and trade cards in real-time with others, view player profiles and stats, and even directly message and get responses from some players.
The social and community elements are a big differentiator compared to simply collecting static photos. It brings fans closer to both the players and each other. Panini has also introduced augmented reality features that allow card images to be projected into the real world. The company is constantly innovating and adding new engaging elements to bring the digital baseball card experience to life.
Another leader in the digital card space is Leaf, known for their high-end physical trading card products. In 2016, Leaf launched their online platform LeafLive featuring a virtual card collecting game. Like Panini, LeafLive allows for real-time card trading and player engagement through chat features and player profiles. Perhaps most notably, LeafLive was among the first to introduce “editable” player cards.
Through LeafLive, certain premium cards can have their images and stats customized and edited by the card owner. For example, a fan may “update” a player’s stats line to reflect a big game they had. Or, an owner could digitally alter a card design or image with custom graphics/logos. While the original card stats would always be viewable, these editable elements represent a new level of personalization and fan creativity never before possible with a traditional card medium.
The potential for ongoing player/fan interaction is also greatly expanded compared to static physical cards. Through LeafLive, certain players actively participate by posting messages to fans, autographing custom card images, and even designing one-of-a-kind “legend cards” to commemorate their careers. This brings digital baseball cards fully into the realm of a collaborative online community experience rather than solely a collecting hobby.
The innovations of Topps, Panini, Leaf and others have led to an explosion in interest and growth of the digital baseball card market in recent years. According to industry analysts, the market for virtual trading cards was estimated at $500 million in 2017 and is projected to grow to over $1 billion by 2022. Leading companies are constantly evolving their offerings, from augmented reality to exclusive video/audio content to sophisticated trading mechanisms.
As technology further advances, the potential for even more immersive and engaging digital baseball card experiences is vast. Real-time player tracking data could power dynamic card attributes that change during a game. Advanced graphics/animation may bring card images fully to life. Deeper player/fan social connections could form through integrated social networks. E-sports style competitive card game modes may emerge.
While traditional cardboard collecting will certainly continue as a cherished hobby for many, the new generation of “living” and interactive digital baseball cards represent an evolution that promises to keep captivating fans for many years to come. By merging the nostalgia of collecting with innovative uses of emerging tech, editable digital cards are ensuring the baseball card remains an integral part of connecting players and fans far into the future.
