By Kelsey Paige Mason

In a shareholder ‘fireside chat’ with Hasbro CEO Chris Cocks (former president of Wizards of the Coast from 2016-2022), and Cynthia Williams, the current CEO and president of WotC, both parties outlined Wizards’ four-quadrant strategy for investment growth with D&D: offering blockbuster entertainment, AAA high-end gaming, products for tabletop gamers, and products for the more casual fan.[1] Williams begins her response about Dungeons and Dragons by saying, ‘D&D has never been more popular, and we have really great fans and incredible engagement, but the first thing I saw with it is the brand is really under monetized.’[2] From their new acquisition of D&D Beyond giving them market insights into personal games,[3] to creating an environment which encourages ‘recurrent spending,’ much like paid DLCs and pay-to-play models of digital games,[4] Wizards is working towards taking advantage of D&D’s 50-year legacy but also its position as ‘a cultural phenomenon right now.’[5] By ‘engaging and surrounding the consumer’[6] with game products, entertainment media, and personal accessories and collectables, Wizards is building a unified lifestyle brand, under the codename One D&D. Wizards has already seen the success of D&D becoming a ‘generic trademark,’ where Dungeons and Dragons has colloquially become the shorthand or stand-in for the genre of tabletop roleplaying games. With more brand recognition than their most profitable property, Magic: The Gathering,[7] Wizards is working to expand beyond manufacturing simply TTRPG ‘products,’ and instead capitalize on fandom in all its forms – from film and video games to actual play performances[8] and lifestyle accessories.

While the shareholder seminar focused on how to increase spending opportunities for consumers to increase profits, WotC’s outward facing PR has instead – since at least 2014 – marketed the D&D lifestyle as a community, one which sees Wizards’ products as secondary to fostering a community of players and game masters (GMs). In the opening pages of the 5^th Edition Player’s Handbook, Mike Mearls writes, ‘Above all else, D&D is yours.’[9] After the recent controversy with proposed replacement of the Open Gaming License (OGL), Kyle Brink echoed a more sheepish form of this sentiment, saying, regardless of whether the community trusts Wizards again or not, “either way, play your game with your friends. You don’t need to have [Wizards] at the table if you don’t want to. You know, your game is for you. We’ll make stuff for it, and if you want it, we’ll be over here making it. You can come get it. But, honestly, we should not be messing up your game. You should be playing your game.’[10] Statements put out by Wizards, Dungeons and Dragons, and D&D Beyond often invoke the community, while often simultaneously diminishing their own role in shaping that community. Wizards of the Coast (WotC) is actively and aggressively working towards, not just strengthening Dungeons and Dragons as a brand, but more importantly, pushing towards greater monetization of Dungeons and Dragons as a lifestyle. The first part of my work in this chapter is an analysis of published game materials, public statements, and recent events since Wizards of the Coast’s commitment to diversity in 2020.

Ultimately, this work aims to uncover what benefits are afforded to Wizards as a result of their push towards diversity and inclusion as part of rebranding and how this commitment allows greater control over reconciling D&D’s problematic history with monetization plans for the future. This reconciliation, tied with a unification and tightening of the ‘community’ of D&D fans, works more towards the security of D&D’s brand than as a platform for political progressivism. While there should not be any expectation for social change emerging out of a multi-million dollar corporation, the importance of my chapter’s intervention is to demonstrate how Wizards has used the language of social justice and progressivism to create an appearance of a utopian D&D community. My focus in analyzing WotC and D&D is not whether WotC’s revisions of game materials to move away from their racist, sexist, and ableist origins are beneficial to the brand. Rather, I investigate whether these utopian moves are demonstrably present in D&D products, in WotC as a workplace, and in the types of social relationships the game promotes.

Continue reading “Just Make-Believe: Assumed Neutrality, Archetypical Exceptionalism, and Performative Progressivism in Dungeons and Dragons” →