Rūko Kominato has lived for a while after she transferred, and she is yet to make friends. Just there, her brother managed to give her a deck of WIXOSS cards and found out that she could hear the Lrig card she had, and that the Lrig inside asked her to make a battle. The next day, she met a schoolmate of her named Yuzuki Kurebayashi who challenged her for a battle, regardless of her being out of idea about the rules. Then Kazuki Kurebayashi, Yuzuki's brother, guided her for the rules and then Rūko managed to name her Lrig as "Tama." Just before their battle got intruded by the teacher, Yuzuki's Lrig, Hanayo, called out Yuzuki's wish but fortunately none of Rūko and Tama heard it. Rūko also learnt that she is a Selector, a WIXOSS card battler who has been chosen for certain purpose, that she could grant her wish if she won.

Ruko, along with her new friend, Yuzuki, come across a battle of Selectors, Akira versus Hitoe. Yuzuki must now prepare to fight the winner, Akira.

Ruko finds herself in battle against Hitoe, and taps into a desire she has never felt before. Meanwhile, Yuzuki's battle ensues against Akira.

Ruko and Yuzuki become friends with Hitoe, with hope for a lasting friendship. Akira, wanting to battle Ruko, faces her, but then Iona appears...

As Ruko, Yuzuki, and Hitoe decide to enter a WIXOSS party, Midoriko tells Hitoe that she should get rid of her in case something happens to her, but Hitoe refuses, as she considers Midoriko her friend too. Meanwhile, Ruko continues to be troubled by Iona's words. The next day, as Hitoe waits for the others, she is forced into a battle by a strong opponent. When Ruko and Yuzuki find Hitoe, they discover that she not only doesn't recognize them, but also receives pain from Ruko's touch. It is here that Hanayo reveals to Ruko and Yuzuki that Selectors who lose three times not only lose the chance to have their wish granted, but their wish becomes tainted, resulting in a curse opposite to that wish becoming inflicted upon them. In Hitoe's case, as her wish was to make friends, she has permanently lost the ability to make any friends, along with her memories of being a Selector. As Yuzuki feels angered towards Hanayo for keeping this a secret from her, Ruko is approached by Akira, who explains how she witnessed what happened to a losing Selector after she was defeated by Iona. Angered by Akari's insults towards Hitoe, Ruko agrees to battle against her.

Ruko battles Akira with a resolve unlike before. Meanwhile, Yuzuki comes to a resolve on her own after a meeting with a new Selector.

As Ruko seeks answers, she comes in contact with Iona who soon senses affinity towards Ruko. Later, Ruko and Yuzuki is contacted by Akira...

After Yuzuki parts ways with Ruko, Yuzuki wins to become an Eternal Girl, but... Later, Hitoe gets a new deck of WIXOSS and finds a new LRIG...

As rumors about Yuzuki and Kazuki spreads around school, Yuzuki straight up tells Kazuki that she has always loved him, revealing her wish was to become his girlfriend. Unable to take all of this in, Kazuki runs away from school. Meanwhile, Ruko is approached by Hitoe, who has once again become a Selector, and discovers that the real Yuzuki has become her LRIG. As Ruko reluctantly agrees to battle against Hitoe, Yuzuki explains the cruel truth behind the Selector battles. When a Selector becomes an Eternal Girl, their LRIG takes over their body and receives their wish instead, whilst the Selector themselves becomes an LRIG. As such, Yuzuki ended up as an LRIG whilst Hanayo took over her body, receiving Kazuki's feelings as he confesses back to her.

Upon hearing Yuzuki's explanation, Hitoe feels a rush of memories and collapses under the strain, causing the battle to end. After Hitoe is rushed to hospital, Yuzuki recalls what happened after she became an LRIG, waking up in a white room where she learned the truth about everything from a woman named Mayu, who also told her that LRIGs who tell their chosen Selectors in order to keep them from battling will remain trapped in their cards forever. Yuzuki had initially planned to deceive Hitoe in order to have a chance at escaping, but upon seeing Hitoe still desire friends despite the pain her curse inflicts upon her, Yuzuki made the decision to tell the truth in front of her during her battle against Ruko, as she didn't want to sacrifice Hitoe's happiness for her own freedom. After Hitoe's mother arrives, Ruko and Yuzuki follow Hanayo as she goes out with Kazuki, seeing the effects of Yuzuki's wish in motion. Later that night, Tama laments that she knows nothing about her past life or anything concerning the Selector battles. The next day at school, Ruko learns of an event Iona is holding to lure out Selectors.

Upon scouting out the location of Iona's event, Ruko states that her wish is to free Yuzuki, Tama, and all the LRIGs and return them to their normal lives. Whilst Yuzuki states it would be not be able to be granted, Tama feels she may know a way to return LRIGs to normal, with Yuzuki remembering Mayu stating that some LRIGs may possess special powers. As Yuzuki warns Ruko that going through with such a wish would mean never being able to see her family again, Hitoe appears and retrieves Yuzuki, stating that she will participate in Iona's event. Upon arriving home, Ruko overhears her grandmother, Hatsu, speaking on the phone with her mother, before asking about her wish. On the day of the event, Tama voices her objection to Ruko going to battle, as she is uncertain on whether her wish will be properly granted. Arriving at the event, Ruko, Hitoe, and the other Selectors are greeted by Iona, who announces the event will take the form of a tournament, with the winner getting the chance to battle against Iona. As Ruko fights her way through the tournament, she soon comes up against Hitoe. Upon hearing how Ruko wants to battle for fun like they used to, Yuzuki tries to get Hitoe to recall her memories.

Hitoe reveals she had managed to regain her memories of her friends, having kept quiet about them as she wanted to win in order to free Yuzuki, even if it meant losing her body. Resolving her wish to free all the girls who were sealed into LRIGs, Ruko wins her battle and moves on to the rooftop to face off against Iona, with Hitoe and Yuzuki joining her to spectate. As the battle begins, Tama hears a voice calling her and soon comes across Mayu, who tries to turn her against Ruko, saying she will only know the truth if she wins her battle. With the battle nearing its climax, Tama realizes from Ruko's look that she intends to become an LRIG for the sake of her friends and becomes defiant, resulting in their ritual failing. As Ruko falls into distress about not having her wish granted, Iona and Ulith use the opportunity to undergo their own ritual, which Iona had been waiting for the right moment to undergo. Following the blast of the ritual, Ulith takes over Iona's body whilst Ruko is shocked to discover Tama has disappeared from her card, with Iona appearing in her place.