Spider-Man and Superdigital Swing Into Magic at San Diego Comic Con

Aug. 19, 2025

Independent creative agency Superdigital announces its latest multi-platform effort – an experiential activation to launch the never-seen-before Magic: The Gathering and Marvel’s Spider-Man collection with first looks and welcome decks at this year’s San Diego Comic-Con (July 24-27th).

As a first for Magic and Marvel’s ongoing partnership, the experience transported Comic-Con attendees to Spider-Man’s New York City, full of comic-loving callbacks, game-focused memorabilia, social-ready photo-ops, and the opportunity to try cards from the new collection. Not only did Superdigital recreate the Daily Bugle and a "Friendly Neighborhood Game Store” in the nearby Hard Rock Hotel, but various sights and shops that feel ripped straight from New York.

To turn the space into a massive UGC hub, Superdigital also invited creators  – including cosplayer Taya Miller, SWAYNAMI, and others  – to explore the space and share their experiences, encouraging their audiences to either attend and pick up their own Magic: The Gathering and Marvel’s Spider-Man welcome decks or set their alarm to buy them later this year when the collection officially releases.

It’s all in service of bringing new audiences into the seemingly complex world of Magic: The Gathering.