Our 35-person crew, Boombox alongside tech partners at Ross, had to capture all 32 player game clients simultaneously, stand up a dedicated hero drafter POV, and run a Stories team doing player interviews while the production floor was still being rigged around them. All feeds went out multi-platform. Clear stakes, clear structure, clear storytelling.
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Magic The Gathering World Championship XXVIII
Competition
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Magic The Gathering World Championship XXVIII
REAL STAKES. REAL COMPLEX. REAL BROADCAST.
Magic: The Gathering is one of the most strategically complex competitive games on the planet. It’s also one of the most passionate communities. Broadcasting the World Championship means holding both of those things at once, rigorous enough for the player who can read the board state before the casters can, accessible enough for everyone else. For WC28, Wizards brought 32 of the world’s best to Las Vegas. Three formats. Fourteen rounds of Swiss. Half a million dollars on the line. Our job was to make all of it legible, compelling, and live on every platform.
client
WIZARDS OF THE COAST
location
LAS VEGAS, NV
days of production
3
CREW ON DECK
35
MISSION
MAKING THE WORLD’S MOST COMPLEX CARD GAME UNMISSABLE
32
PLAYER GAME CLIENTS CAPTURED
35
CREW (BBX + ROSS + ENG)
The Layers That Make Competition Scale
The match is never just the match. We built the broadcast around that belief, clean tech is the floor, not the ceiling. What moves audiences is the story underneath: who these players are, what the outcome means, and why a single pick in the draft pod changes everything. The show ran clean across eight days of total production. The competition did the rest.
All broadcast feeds were streamed across multiple outputs to YouTube, keeping the coverage accessible to the global MTG community wherever they tuned in. The week-long production schedule, early arrivals, truck in, tech setup, and rehearsals, gave us the runway to get everything right before the first round went live.
FAQ
Your Questions, Answered
If you’re building competition or Creator formats, these are the questions that matter. Here’s how we design content systems and broadcasts that actually work in a creator-shaped world.
Start here.
Everything you need to know about how we build competitive entertainment
Can brands fund competition content without it feeling like a campaign?
Yes, and this is one of the most important creative challenges we solve. The key is that the competition has to be real. Real stakes, real tension, real outcomes. Brands that try to manufacture jeopardy or cast creators as props end up with content that audiences reject immediately. Boombox's approach ensures the brand's involvement enhances the competition rather than compromising it, the brand funds the stakes, enables the format, and earns authentic association with the energy. Red Bull is the gold standard for this globally, and it's a model we've applied across multiple brand partnerships.
How does Boombox approach content for leagues and events that want younger audiences?
Younger audiences don't watch differently, they watch on different platforms, in different formats, with different expectations about who gets to be on camera. Boombox's approach starts with platform-first thinking: we design content systems around where the audience actually lives (TikTok, YouTube, Twitch, Instagram) and work backward to broadcast, rather than the other way around. We integrate creators into productions as participants, not window dressing. And we build in the social infrastructure, the cuts, the formats, the characters, from day one of pre-production, not as an afterthought in post.
Does Boombox develop original creator-led formats, or only execute existing ones?
Both, but format development is increasingly central to what we do. We develop creator-led formats with real stakes that are designed to repeat and scale into franchises, not just one-off activations. This includes everything from initial format concepting and pilot production through to full-season execution. Twitch Expedition is an example of a format we helped build from the ground up — a creator-led competitive event designed specifically for Twitch's platform dynamics and audience behavior.
What does a typical engagement with Boombox look like from brief to delivery?
Every engagement is different, but the through-line is always strategic thinking before execution. We start by understanding the competition: what it is, who cares about it, and why . Then build the content architecture around it. For live productions, that means pre-production planning, crew and talent coordination, broadcast graphics, social content systems, and post-event coverage, all managed by a single team. For format development, it means concept work, pilot production, and refinement before a full commitment. We're a one-partner shop: one process, one point of accountability, no gaps between strategy and delivery.
