A Decade of Explosive Growth

D&D’s publisher, Wizards of the Coast, has experienced a meteoric rise in revenue. In 2019, the company generated $761 million, which soared to $1.17 billion by October 2024. This growth underscores the game’s immense popularity and influence.

The success of D&D has transcended sales figures. Wizards of the Coast estimates that 85 million people have played the game since 1974. That’s a number equivalent to the population of Germany. Jess Lanzillo, the head of the game’s design and development, reflects, “If you would have told me that number when I was younger, I would have laughed. My mind would have been blown.”

Reviving Local Businesses

The D&D boom hasn’t just benefited large corporations. Brooklyn-based game shop The Last Place on Earth has seen a remarkable turnaround due to the game. In 2024, the shop hosted D&D nights that brought in nearly $110,000. Around 50% of the shop’s revenue now comes from these events.

“Dungeons and Dragons has really saved the business,” owner Whitney Wolfe says. Located in Brooklyn, The Last Place on Earth opened just before the COVID-19 lockdowns, making its path to success particularly challenging. Wolfe credits D&D for revitalizing her business.

Streaming and Online Communities

The popularity of D&D has spawned a vibrant online community. Streaming shows and podcasts featuring real-time D&D campaigns have garnered huge audiences. Critical Role, one such show, has amassed millions in tips and ad revenue.

This content has proved so popular that it even sparked an animated TV pilot, “The Legend of Vox Machina,” which is currently in its fourth season on Amazon Prime. This success highlights the diverse media outlets exploring the iterative and immersive gameplay of Dungeons and Dragons.

Another notable example is “Dimension 20,” which brought comedians face-to-face with the game in the iconic Madison Square Garden. Fans paid an average of $119 per ticket to watch the show, demonstrating D&D’s adaptability to different mediums.

The Power of User-Generated Content

One of the key factors driving D&D’s success is the plethora of user-generated content. This intellectual property extends beyond the Wizards of the Coast and Hasbro ecosystems. Auburn University professor Dr. Emily Friedman notes, “What really gives [D&D] legs is the intellectual property that’s generated outside of the Wizards of the Coast and Hasbro ecosystem.”

Creators and fans alike have developed unique campaigns and characters, contributing to the expansive universe of Dungeons and Dragons. This democratization of storytelling has made D&D accessible and engaging to a wide audience.

Conclusion

From a niche tabletop game to a billion-dollar industry, Dungeons and Dragons continues to captivate audiences worldwide. Its journey from nerd culture to mainstream success is a testament to the game’s enduring enchantment and the creative communities that surround it.

For those curious about the full story, watch CNBC Make It’s video on how Dungeons and Dragons became a global phenomenon. And for more tips and tricks on success at work, with money, and in life, sign up for CNBC Make It’s newsletter.