After experiencing a bizarre dream, Madoka Kaname, a kind 14-year-old girl, encounters a magical creature named Kyube. Madoka and her friend Sayaka Miki are offered the opportunity of gaining magical powers if they agree to make a contract with the strange little being. He will also grant them one wish, but in exchange they shall risk their lives by accepting the responsibility of fighting witches. Invisible to human eyes, witches are catalysts of despair in the areas they inhabit. An ally of Kyube, a magical girl named Mami Tomoe, befriends and encourages the two girls to accept the contract. For an unknown reason, another magical girl named Homura Akemi is determined to prevent Madoka from accepting the deal.
WIXOSS is a card game that's popular with teenagers. Supposedly there exist "LRIG Cards," female character cards with wills of their own. Special girls can hear the voices of the LRIGs, and those who possess them are called "Selectors." These Selectors have card battles in a dimension that other humans cannot access. It's said that whoever triumphs in these battles will have their wish granted. Ruko Kominato is the latest girl to find a LRIG card. She names hers Tama, and without any further explanation is thrown into her life as a Selector.