Augsburg, Germany, 9 November 2026. Every Magic player once played a first game. At SPIELWIESN Augsburg, 450 people did exactly that at our stand.
The 33rd SPIELWIESN ran from 6 to 8 November at Messe Augsburg, its fourth year in the city. According to the organisers, close to 18,000 visitors came, a new record for the fair.
Together with Wizards of the Coast, Cube Golem set up a Magic: The Gathering play arena for all three days. Newcomers learned the basics at the table and played a full first game with a Welcome Deck. Demo staff counted 120 demos on Friday, 180 on Saturday and 150 on Sunday. By the end of the weekend, every Welcome Deck was gone.
FUNtainment, the group’s retail arm and a regular at SPIELWIESN for years, coordinated the stand on site and ran its shop right across the aisle. Anyone who wanted to keep playing knew where to go next.
For retailers, this is where it starts. A player who learns Magic at a fair goes looking for a table close to home. The screen at our stand pointed every newcomer to the Wizards Store Locator, which lists the stores in the Wizards Play Network.
Thank you. The stand came together at very short notice. Our thanks go to Display-Messebau from Essen, who built it in record time, with an illuminated floor edge, LED lighting and 3D logos that made it visible from across the hall. Thanks also to Wizards of the Coast for their support, and to the demo team, who welcomed 450 newcomers to Magic in three days.
What comes next. The stand stays in our event inventory and is built to travel. From 2027, we plan to bring it to events regularly, in Germany and in neighbouring countries.
Magic: The Gathering is a trademark of Wizards of the Coast LLC.
