Why Dungeons & Dragons is still winning at 50
Why it matters: Dungeons & Dragons pioneered the role-playing genre, and since acquiring it in 1997, Renton-based company Wizards of the Coast has expanded its reach and influence.
The big picture: D&D's influence can be seen in the " Stranger Things" series, " Baldur's Gate 3" game, " Dungeons & Dragons: Honor Among Thieves" movie and brand collaborations with Converse and Lego, Jess Lanzillo, VP of franchise and product for Dungeons & Dragons, told Axios in an email.
But its impact extends beyond entertainment, finding uses in education and therapy.
By the numbers: 85 million global fans engaged with the brand in the past year, per Wizards of the Coast. That includes playing tabletop D&D and video games and buying merchandise.
D&D's popularity surged during the pandemic, with Wizards reporting a 33% revenue spike in 2020.
More than 19 million people have created accounts on D&D Beyond, the official digital platform, per Wizards.
Flashback: Created by Gary Gygax and Dave Arneson in 1974, D&D introduced collaborative storytelling, where players use dice and imagination to shape fantasy worlds.
The game's popularity exploded after Wizards of the Coast — the Hasbro-owned makers of "Magic: The Gathering" — acquired it and expanded its reach.
What we're hearing: Niko Mendes, a 27-year-old environmental scientist in Olympia who has played since he was 12, says D&D offers a creative freedom unmatched by other games.
"It's an incredible way to tell a story with friends, where choices shape the world in real-time," he told Axios in a phone interview. "It's dynamic, fun, and liberating."
Among the new releases Mendes said he is particularly excited about is the revival of classic settings and older worlds such as Forgotten Realms.
What's next: Wizards of the Coast is releasing a slate of new products to be rolled out throughout 2025, including:
Monster Manual: The newest update will feature 500+ monsters, including 85 new ones, and streamlined navigation. (Feb. 18)
Dragon Delves: 10 short adventures spotlighting iconic dragons and their history. (July 8)
Eberron: Forge of the Artificer: Expanded options for Artificers and new Dungeon Master tools. (Aug. 19)
Starter Set: Heroes of the Borderlands: A beginner-friendly entry point with shared DM campaigns. (Sept. 16)
Forgotten Realms Guides: Deep dives into five legendary settings, from Baldur's Gate to Icewind Dale. (Nov. 11)
Project Sigil, a new immersive 3D tool for playing D&D, launched in alpha in September, with testers tripling since the launch, officials with the Hasbro subsidiary told media during an office tour last week.
What they're saying:"D&D is more than a brand; it is a lifestyle and an institution," said Lanzillo. "We are providing a venue for folks to build lifelong memories and friendships."
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