He advised Saskin that the Upper Deck Company should be given back the Be A Player brand because of collector loyalty.

However, Saskin asked Price if he would come back into the hockey card market and manufacture Be A Player in partnership with the NHLPA.

After the 2005-06 season, In The Game obtained a license to produce cards featuring players and logos under the umbrella of Hockey Canada.

However, ITG lost their American Hockey League licensing to Upper Deck in June 2014.

In 2010, ITG also made a brief foray into baseball cards, releasing one set featuring top prospects before running into further licensing issues.