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In The Game is a sports card manufacturing company with offices in Canada and the United States. In The Game, often abbreviated to ITG, was founded by Dr. Brian Price in 1998. Currently, In The Game only produces hockey trading cards.
In The Game's first entrance into the trading card market came in the 1998-1999 season, when they produced the NHL Players Association's "Be A Player" brand trading card set, which featured one certified autograph card per pack. Since then, In The Game has expanded its production to include other sets.
In 1998, Dr. Price was asked by Ted Saskin of the NHLPA to determine what should be done with the NHLPA's Be A Player hockey product. The product was started in 1994 and was supposed to give to each of the NHLPA licensees for two years. Pinnacle had the license for 1996 and 1997 but they went bankrupt and Be A Player needed a home. Price was hired by the NHLPA as a consultant to determine the fate of Be A Player. After he completed his research, he advised Saskin that Upper Deck should be given back the Be A Player brand because of collector loyalty. Saskin felt that if Upper Deck had the brand that they would control too much of the marketplace. That is ironic since it was Saskin that give Upper Deck a monopoly in the hockey trading card market several years later. However, at that time he asked Price if he would come back into the hockey card market and manufacture Be A Player in partnership with the NHLPA, he agreed and In The Game was born.
In 2005, in conjunction with the 2004-05 NHL lockout, the NHL Players Association (NHLPA) terminated its license agreement with In The Game. The company has continued to produce trading card sets featuring retired NHL players, and minor/junior hockey players. After the 2005-06 season, In The Game obtained a license to produce cards featuring players and logos under the umbrella of Hockey Canada. During the 2006-07 season, ITG produced the critically acclaimed International Ice Signature Series along with boxed sets commemorating gold medal wins by the National Women's team and World Junior Men's team.
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