That's what kind of bothers me, they did the hardest part first, which is setting up a unique IP, and then they just tossed it and turned it into a mule for other IP. It worked for Monopoly but Monopoly is also a singular game that doesn't evolve so it needs new skins, while MtG was actually a living product with products outside of the game itself in the IP. Just seems like a real waste of what could have been a much better financial opportunity to be the one licensing out.
The problem is nobody ever took that IP seriously. It was like most MMO's where nobody actually reads any of the lore. The Lorefags like me were in the vast, vast minority and after they ditched the novels we became even less of a % because most people couldn't be bothered to read short stories 2 months after the set dropped.
And then..The Gatewatch happened. The Gatewatch as a whole was not a terrible idea, Planewalkers were always kind of the face of Magic (Urza being basically the main character for a long time) and the "Tour of the Multiverse" was making the stories kind of very flat "Learn about plane, resolve planes issues..move on to new plane" arc where characters appeared and poofed in the course of a year.
Where this shit fell the fuck apart was the writing and who was in the Gatewatch. Gideon, Jace and Chandra were all kind of fine picks. Generic as fucking hell but if I had a Treasure for every generic character in magic I would be able to Hard Cast Eldrazi till The Dimensional Merge happened.
Even Argus Kos who was fucking amazing was basically a Magic Version of John McClane.
Where the Gatewatch went to shit was how fucking AWFUL the writing was.
Nissa getting Retconed into not being a racist elf
Liliana NOT EVEN GETTING THAT and just being Evil and joining the Gatewatch for no actual reason
Gideon apparently having spent 3 in-universe years going back and forth between fighting Eldrazi on Zendikar and Helping the Boros Guild do Cop shit with like 2 hours of sleep a night because he thinks that the Boros Guild will somehow be able to help Zendikar?
Tamiyo* being a GIGANTIC cuntbag and refusing to help Jace when the world is literally ending.
Sorin apparently just having shoved Nahiri into the Helavault instead of slapping her around until she listened and Nahiri acting like a petulant fucking child.
Emrakul deciding to just go into the moon because "Oops we are written into a corner"
Tezzeret and the Gate Watch just...HAPPENING to be on Kaladesh, right when Rashmi creates the Planar Bridge, which just HAPPENS to be the thing that Nicol Bolas needs for the army that he just happens to have been making the entire time and somehow knows that Rashmi's Planar Bridge wouldn't send Organic Matter through and that he would need Zombie Robots. It would have been fucking hilarious if Rashmi had forgotten to carry the 1 somewhere and got a Planar Bridge that worked like Terminator Time Portals and couldn't Metal through wouldn't have it.
Then War of the Spark happened and was so nonsensical and bad that even Lorefags like me just stopped caring. The Lore section in an MTG discord I am in hasn't had a Lore post about the actual current lore since fucking August when 3 people went "MEH" about the end of Dominaria United and hasn't had a post in it in weeks.
To be honest, most of their diversity can't bee seen from the cards alone. One would need to read a story on their site, read some tweets, or something like that. Most players don't frequent reddit. Most of those who do know, either agree or don't care. Thing is, game is still there. I, as many others, care about textbox much more, than about art.
You can ignore the diversity and the Lore and art are still absolute fucking ass, like Saheeli and Huatli being NiggerDykes was announced in a Secret Lair and nobody gave a shit because neither of them have done anything actually relevant in lore to the point where them being a couple is literally not in the Wiki of either character.