Trading Card Collectors:
Independent Audience Research for Brand Marketing Strategy
RECOMMENDATIONS FOR BRAND STRATEGY & TACTICS
This research explores the social media engagement patterns of Singapore-based Trading Card Game (TCG) collectors, focusing on shifting motivations from nostalgia to investment.
There is a lack of empirical research on local digital interaction among collectors despite growing market activity.
The TCG market is expanding globally and in Singapore, driven substantially by tech-savvy Millennials who actively use social media platforms (Tan, 2023).
Global TCG market: US$3.4B by 2029. Singapore: US$17M in 2025, +3.88% CAGR (Davies, 2022; Statista, 2024a).
The research is framed by Uses and Gratifications, Audience Reception, and Media Fandom theories to understand collector behaviors and social media usage (Katz et al.,1973; Sullivan, 2020).
Basic
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Intermediate
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Advanced
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Bronze
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Silver
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Gold
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Audience Research
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This research explores the social media engagement patterns of Singapore-based Trading Card Game (TCG) collectors, focusing on shifting motivations from nostalgia to investment.
There is a lack of empirical research on local digital interaction among collectors despite growing market activity. This represents a gap for brands and marketers seeking to connect with this audience.
The TCG market is expanding globally and in Singapore, driven substantially by tech-savvy Millennials who actively use social media platforms (Tan, 2023).
Global TCG market: US$3.4B by 2029. Singapore: US$17M in 2025, +3.88% CAGR (Davies, 2022; Statista, 2024a).
The research is framed by (1) Uses and Gratifications, (2) Audience Reception, and (3) Media Fandom theories (Katz et al.,1973; Sullivan, 2020).
This research aims to understand collector behaviors and social media usage providing actionable insights for brand marketing strategies aimed at this niche yet growing market.
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A mixed-methods approach was used comprising an online survey (n=14), interviews (n=2), and content analysis of 20 social media posts from 2024-2025.
The online survey, conducted through Google Forms with 21 questions, captured data on platform use, engagement types, and collector motivations.
Semi-structured interviews with two active collectors explored motivations, platform use, and community engagement in depth.
Content analysis categorized themes such as nostalgia, social bonding, and investment across posts from Instagram, Reddit, YouTube, X, and TikTok.
Platform Preferences
Platform choice serves as the foundation for understanding collector engagement. Highlighting platform preference first clarifies how collectors engage, what content they consume, and why they participate, providing a clear framework for strategy.
Level of Interaction
Mapping interaction levels helps understand the depth and type of collectors’ social media participation. This ensures marketing efforts maximize reach, participation, and loyalty.
The Role of Community in TCG Collecting
Understanding these motivations allows brands to craft campaigns that resonate emotionally and strategically, offering content, experiences, and community features tailored to different collector needs.
Evolving Motivations
Collectors’ motivations for engaging with TCG content evolve over time, shifting from nostalgia and beyond. Marketing efforts should adapt to these evolving needs.
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Platform Preferences
Instagram is preferred for visual content, Reddit for discussions, YouTube for in-depth content, and Facebook for trading activities.
These platform choices support different collecting needs among TCG collectors.
Engagement Behaviors
Approximately half of participants are passive viewers, while the other half actively contribute content.
Social media fosters community and subculture formation through discussions and content creation.
Motivations
60% of collectors are motivated by childhood nostalgia and tend to engage passively.
40% are driven by investment goals and are more actively engaged on social media.
This reflects an evolving blend of social and financial engagement among collectors.
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Motivational Shift: Nostalgia to Investment
Insight: 60% of collectors engage for nostalgia; 40% actively pursue investment opportunities.Implication: Create campaigns that appeal to both emotional and strategic drivers. A nostalgic storytelling for passive collectors, and investment-focused content (card valuations, market trends) for active participants.
Engagement Styles: Passive vs. Active
Insight: Passive collectors consume content visually; active collectors participate in discussions and transactions.
Implication: Segment content by engagement type. Instagram visuals, TikTok reels, and highlights for passive users; Discord forums, Reddit-style threads, and interactive events for active users.
Platform-Content Alignment
Insight: Instagram suits visual storytelling; Reddit supports detailed discussions.
Implication: Tailor content per platform to match user expectations and behavior, ensuring maximum engagement and shareability.
Social Media as Identity Hub
Insight: Social media is both emotional and strategic where collectors express identity, track investments, and validate status.
Implication: Position the brand as a trusted companion in the collector journey, providing tools, community spaces, and content that enhance both identity and investment strategy.
Overall Brand Marketing Positioning
From Nostalgia to Investment: Building a TCG community where collectors can relive childhood memories, engage with like-minded peers, and confidently navigate the card market.
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Shifts from nostalgic to investment-driven motivations influence the depth and type of social media engagement among collectors.
Social media functions dually as an emotional connection platform and a strategic space for transactional interactions.
The dynamic media-audience relationship shapes collector behaviors and content through community mediation of motives.
Limitations include small sample size and self-report bias, impacting the generalizability of findings.
Further quantitative and longitudinal studies are needed to examine broader demographics and evolving motivations in the TCG community.
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This independent research explored Singapore-based trading card collectors on social media, examining how they consume content, engage with communities, and participate in the broader TCG ecosystem. Participants were selected based on active collections or consistent content engagement for at least one year and were fully informed of the research purpose.
The study’s findings reveal patterns in collector behavior and community interaction, offering actionable insights to inform brand marketing strategies, audience engagement tactics, and content development for the TCG sector.
Research Year: 2025
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Berger, A. A. (2011). Media and communication research methods.
Bicheno, T. (2022). COVID-19 impact on Konami & Yu-Gi-Oh!.
Davies, K. (2022). Card games – Worldwide.
de Vreese, C. H., & Neijens, P. (2016). Measuring media exposure.
Kleine, J., Peschke, T., & Wagner, N. (2024). Utility of collectibles.
Laato, S. (2021). Pokémon franchise themes.
Lynn, M. (1989). Scarcity effects on desirability.
Ministry of Manpower. (2024). Labour force in Singapore 2024.
Price Charting. (2024). Umbreon Ex #217 prices.
Statista. (2024a). Card games – Singapore.
Statista. (2024b). eCommerce – Singapore.
Straits Research. (2024). Collectible card games market size.
Sullivan, J. L. (2020a). Media audiences: Effects, users, institutions, and power.
Sullivan, J. L. (2020b). Media audiences: Media fandom and audience subcultures.
Szolnoki, G., & Hoffmann, D. (2013). Comparing survey methods.
Tan, M. C. (2023). Rising popularity of Pokémon TCG in Singapore attracting collectors… and scammers.
Weerakkody, N. (2015). Research methods for media and communication.
Introduction & Background
This research explores the social media engagement patterns of Singapore-based Trading Card Game (TCG) collectors, focusing on shifting motivations from nostalgia to investment.
There is a lack of empirical research on local digital interaction among collectors despite growing market activity. This represents a gap for brands and marketers seeking to connect with this audience.
The TCG market is expanding globally and in Singapore, driven substantially by tech-savvy Millennials who actively use social media platforms (Tan, 2023).
Global TCG market: US$3.4B by 2029. Singapore: US$17M in 2025, +3.88% CAGR (Davies, 2022; Statista, 2024a).
The research is framed by (1) Uses and Gratifications, (2) Audience Reception, and (3) Media Fandom theories (Katz et al.,1973; Sullivan, 2020).
This research aims to understand collector behaviors and social media usage providing actionable insights for brand marketing strategies aimed at this niche yet growing market.
Methods
A mixed-methods approach was used comprising an online survey (n=14), interviews (n=2), and content analysis of 20 social media posts from 2024-2025.
The online survey, conducted through Google Forms with 21 questions, captured data on platform use, engagement types, and collector motivations.
Semi-structured interviews with two active collectors explored motivations, platform use, and community engagement in depth.
Content analysis categorized themes such as nostalgia, social bonding, and investment across posts from Instagram, Reddit, YouTube, X, and TikTok.
Results
PLATFORM PREFERENCES
Instagram is preferred for visual content, Reddit for discussions, YouTube for in-depth content, and Facebook for trading activities.
These platform choices support different collecting needs among TCG collectors.
ENGAGEMENT BEHAVIORS
Approximately half of participants are passive viewers, while the other half actively contribute content.
Social media fosters community and subculture formation through discussions and content creation.
MOTIVATIONS: NOSTALGIA VS INVESTMENT
60% of collectors are motivated by childhood nostalgia and tend to engage passively.
40% are driven by investment goals and are more actively engaged on social media.
This reflects an evolving blend of social and financial engagement among collectors.
Key Findings
TCG collectors' social media engagement reflects shifting motivations from childhood nostalgia to financial investment.
60% of collectors engage passively driven by nostalgia, while 40% actively participate motivated by investment goals.
Platform preferences align with content type and engagement styles, such as Instagram visuals and Reddit discussions.
Social media serves as both an emotional hub and strategic tool, supporting evolving collector identities.
Discussion & Implications
Shifts from nostalgic to investment-driven motivations influence the depth and type of social media engagement among collectors.
Social media functions dually as an emotional connection platform and a strategic space for transactional interactions.
The dynamic media-audience relationship shapes collector behaviors and content through community mediation of motives.
Limitations include small sample size and self-report bias, impacting the generalizability of findings.
Further quantitative and longitudinal studies are needed to examine broader demographics and evolving motivations in the TCG community.