Michael Long rose to minor fame in the 1990s as a world champion in the card game “Magic: the Gathering,” but at Coachella this weekend, he’s “the guy” who brought his practically brand-new Lamborghini to the music festival’s dusty campground.

Parked in dead grass between a Subaru and Ford Focus, the sports car stands out even under a layer of dirt.

By midday Saturday, people passing by wrote messages in the grime covering the car’s matte finish.

“It’s the most L.A. thing I’ve ever seen,” said Stefano McCoy, of Palo Alto. McCoy had stopped in front of the black Lamborghini with a friend to snap a picture.

“I don’t think you can even put a tent in that,” McCoy said of the car’s storage capabilities.

Coachella’s main campground is row after row of tightly packed tents, cars and parties. Throughout the weekend, wind kicked up dust and even sent canopies flying. Typically, fancy rides end up in one of Coachella’s exclusive VIP parking lots, or at the closed access Lake El Dorado campground, where Coachella’s promoter provides pre-built tents and teepees that cost as much as $5,200.

The Lamborghini, which Long said cost $500,000, shares a lot with rusted jalopies and eclectically painted Volkswagens. It has no protection, from either the elements, or its sometimes intoxicated neighbors. Throughout the weekend, people who saw the car on social media or in the lot wondered: who would bring a car like that to a place like this?

“You have that kind of money you should get a rental car,” wrote one user on Reddit. “Our car was hit with flying ez ups this year and got dinged up. No (expletive) way I’m taking the bat mobile to Coachella to camp.”

But Long doesn’t see the problem. He drives the Lamborghini, which has roughly 2,000 miles on it, as his day-to-day car. What else would he bring?

“This is the only car I have,” Long said. “It was a matter-of-fact decision.”

As for getting a rental, it never crossed Long’s mind, he said.

“It’s such an inconvenience,” he said.

While Long admits he got “lucky” on Friday when high winds knocked over a neighbor’s camp, he said he wasn’t that worried. He paid for the car with cash and can cover any damages, he said.

“I just don’t take life that seriously,” he said.

Long found his fortune by helping others market themselves through Search Engine Optimization, a tactic used to bump a website’s ranking on Google. His company, OMG Machines, offers SEO training courses that claim they can boost monthly earnings, but reviews online present mixed opinions.

Before he started the company five years ago, Long traveled the world playing “Magic: the Gathering,” a fantasy card game created by Wizards of the Coast. His legacy is polarizing among players today.

Fans loved to root against Long when he played in the professional circuit, said Mark Rosewater, the head designer for “Magic: The Gathering,” in an interview released on Vimeo for the unfinished Magic documentary “I Came to Game.”

Rosewater and Wizards contributed to Long’s image by pushing him as a villain during tournaments. That decision to play the charismatic Long’s characteristics in that light likely contributed to Long not making it into Magic’s Hall of Fame, Rosewater said.

“We made Mike the bad guy, because, to be honest, he was a great bad guy,” Rosewater said.

Long said Saturday he hasn’t played Magic in about 10 years.

Because of the success of Long’s company, he recently moved to Hollywood from Miami with his girlfriend. His 3-month-old Lamborghini was shipped out shortly before Coachella. He contemplated selling it, but it’s too much fun to drive, he said.

“I just wanted it back,” he said.

Most people have left the car alone, besides the people who wrote messages in the dirt, Long said. He did find the smudge of what he believed to be someone’s rear end on the hood, but he shrugged it off.

“I think the car got some action,” he said with a laugh.

Long came to the festival with his girlfriend, Cassidy Brown. He said he didn’t give the higher-end camp sites at Lake El Dorado much thought.

“It’s just so real,” Long said of his low-key camp site, which Brown decorated with fabrics she bought in Venice. Strings of lights hung from the top of the canopy.

Every tent at the campsite, he added, has an air mattress.

“It’s pretty luxurious,” he said.

Though Long has given up on Magic, he’s still a nerd at heart. His Snapchat username, Aykarus, which he encourages people to follow, is a name he used for a character in “Dungeons & Dragons.”