In Early 2020, Topps announced a partnership with artist Paul Jennis to launch a new product on Topps.com. It would be called Game Within the Game, and it would feature a card based on an original oil painting from Jennis. Cards would be released about once per month and like other Topps on-demand sets, would be printed to order.

Aaron Judge received the honor of being card #1 and sold 3,089 copies. Throughout the rest of the 2020, print runs varied widely. Nico Hoerner had the smallest run at 1,492 and Mike Trout garnered the most sales at 6,661. Interestingly, the Luis Robert card was initially printed and shipped without the RC designation. Topps reprinted the card with the logo, and all customers who purchased the card directly from Topps received a second card.

The series continued in 2021, but with a new card design. The borders are gone and a full bleed style will be used with the new set of releases. In addition, the new releases will fall every three weeks.

Fans of Game Within the Game can connect in the Facebook Group dedicated to the product to discuss their favorites, fill in missing cards for their collection, and see some sneak peaks of upcoming releases.

New Cards sell on Topps.com for $7.99 each, however discounts are available for bulk purchases. Secondary prices range from around $6 - $25 depending on print run.