Honestly, probably all of the non-ub ones. I read the flavor text of every avatar card spoiled and my takeaway is that there are people with the power to wield the elements, and they live in a somewhat precarious world with a militaristic fire nation, and that's about it. There's some animal mashups as well. Probably 70% of the cards are just references to story events without any coherent through line....
...I did the same exercise with Bloomburrow, which I'm not nearly as enthusiastic about as the general magicverse, and I won't say it excels in the department, but I get a greater sense of the setting and culture... I don't feel like I really know the world, but it captures the imagination to a much greater extent than Avatar, where I'm only left wondering what relationship each of these nodnescript named characters have with each other.
I'm honestly pretty convinced by this. I was struck by what you said, and on reflecting on this, I was more impressed with individual card designs from Avatar and Final Fantasy (and UB more generally) than with individual card designs from in-universe sets. I think they're more flavorful and creative card-by-card still, but the "world building" element is not as consistent of a through line, particularly in Avatar.
Still, when I do the same exercise as you with Bloomburrow or Duskmourn, I'm left wanting. I don't feel as though I understand these worlds at all, even though I've devoured the Planeswalker guides and online stories. I feel like they're second or third drafts, inconsistent and unfocused visions of possible worlds that could be, forced to fit within Magic's five colors. They don't feel "fleshed out", they feel intriguing, sure, but also deeply unsatisfying and amateurish. This is really where my criticism comes from.
That said, I think Bloomburrow does more to capture the imagination than Avatar, which is what I really want from the overall storytelling on a card game like Magic. And to be clear, I've experienced two Final Fantasy games and the first two seasons of Avatar, but I wouldn't say I'm a "fan" of either of these franchises. But my familiarity does change the way I perceive it. Once I was able to engage with the card list as a whole critically, I arrived at a similar conclusion to yours.
First off, there are too many legendary creatures.
See, I like Toph and I'm glad I get a version of her I'm happy to play, but that's 1/10th the joy I got by them printing 5 versions of Urza in My Favorite Set of the Decade
The Brother's War. I think the habit of having multiple versions of a creature at different stages works just fine for how Magic storytelling works. I still play
Bitter Reunion even though
@Seeker is right that Cubes in our vein are much better off with an artifact version of this effect. I'm delighted to have Yawgmoth and Loran represented in my Cube, and
Phyrexian Fleshgorger feels like the war beasts I've read of in the most satisfying way.
To me, it's much better than having 30 underdeveloped characters like we saw in DMU, even if that did mean I got my boy Hazezon back in the form of
Hazezon, Shaper of Sand.
I think the only UB settings I can agree to feel thematically at home with magic is D&D, 40K and LotR. Avatar and Final Fantasy have too many cards whose aesthetic are far too distonnected with Magic's general vibe, if we pretend that magic still has a visual identity after the bombardment of secret lairs and frame treatments. I'd still rather they weren't here though, along with bloomburrow and the detective and cowboy hats.
Yeah, this is the thing. I'm sure it's somewhat intentional (i.e. EOE was done in part to ease in Star Trek), but there is no longer a visual identity to Magic cards. Statistically, only a very small % of the audience is actually buying Secret Lairs (insert joke here about print runs), but even when I play Commander with my more casual friends at someone's house, it's hard to have a single game without a piece of cardboard that looks nothing like a Magic card getting thrown down. I just simply feel like anime won the culture war (sorrynotsorry, it's been my job for nearly 15 years to make this happen), and it's less egregious than half of the "variant" styles we get. I think the Magic version of anime, though, is reasonably well-suited to the game (...most of the time).
If I had to put UB sets in some kind of order from most Magic-y to least Magic-y for me, I'd probably go with something like D&D -> LotR/Baldur's Gate -> the non-directly-character-focused parts of Avatar -> Aetherdrift -> Final Fantasy/40k -> the character-focused parts of Avatar -> Dr. Who/Assassin's Creed -> Spiderman/Turtles.
Personally, I'd put Aetherdrift below FF/40k. I don't know what a Tyranid is but they feel right at home next to Space Kavu, tbh. Necrons look like "what if Esper was mono-black?" and I mean that as a compliment. It's really only the Space Nazis that feel discordant IMO, which % wise puts it over Aetherdrift. I'd also put EOE and most of the "hat" sets below the "non-directly-character-focused parts of Avatar" section. But yes, I think splitting Avatar out like this is right.
But here's another thing: if you like "classic fantasy" like I do, which sets made in the last few years are the closest to that swords and sorcery environment? Wilds of Eldraine and Tarkir Dragonstorm are the
only in-universe sets since The Brother's War in 2022 that, to me, feel like fantasy even with so many sets printed a year. I'll take LotR and Avatar (and even parts of FF) if only to get that setting back in the game at the forefront, to be honest.
(Then there's also the licencing issues of UB and how there's no guarantee that we can revisit any of these settings, and potentially have to try and shoehorn reprints of these cards into another setting while tricking less informed players into breaking deckbuilding restrictions. At least modern deckbuilding sites somewhat alleviate that last issue.)
There's also the stupid practice of
passing on the licensing fees to the customers. Why are these more expensive?? WotC, your margins are absurd already, why are
we paying to give you the benefit of forcing someone else to develop your IP?