How to get DnD to make money
As you might have noticed through the ramblings on how Hasbro is not really making money from DnD, how the DnD Lore is not accessible, and also lacks modern stories, I am thinking a lot on how Hasbro is mismanaging the franchise. And make no mistake: No, DnD is right now not really making money. In the earning reports for Hasbro DnD is listed under "other franchises", because it makes so little money, that it does not even earn its own little listing with a detailed breakdown. In fact, I would not be surprised if in 2023 Hasbro made more DnD-related money through the bit they got from the license on BG3, than they got from everything else.
So, yeah. No. DnD isn't really making money. Which is ironic. Because it is by far the most recognisable TTRPG franchise, the TTRPG with the most players, and close to something like mainstream in recent years. At least among younger folks: When I ask them on the street, a lot of them will at least be able to name me some playable races and classes. Even if they never have played before. Just because it is just everywhere in pop culture.
And the thing is: I have a master's degree in economics. I do know a bit about economics and about marketing and to be honest... I have no fucking clue what Hasbro and WotC are doing there.
I get, that they are planning on getting most money through DnD Beyond, which I do not think is that bad of an idea, given that yes, digital media usually makes more money than physical media. (Due to you not having to pay for printing and what not.) But DnD has one giant problem: It is a great platform. I love the character creation thing in there. But... also for everything else Roll20 is better. Because everything that DnD Beyond offers for money, Roll20 offers for free.
So, let me get out my economics hat and go a bit about what WotC could do to make DnD Beyond more viable - and to just make a bit more money with the franchise.
Please keep in mind: I am doing this from my economics point of view. There are going to be some things in there, that I would personally hate (like Rainbow Capitalism). But economically speaking... I think that they could make more money for WotC. And that without the kind of totally shady business practices they are using right now.
Why am I writing this on tumblr? Well, because I do not know where else to share those thougths.
The Issues with DnD Beyond
Alright. I think there are three major problems with DnD Beyond right now:
It puts certain things behind paywalls that Roll20 offers me for free.
It has no fucking information on the world and reasons to engage with it.
All things considered, the amount of stuff you can actually buy is very little - and most of it is fairly expensive.
First things first: I actually think that the subscripe prices are absolutely fair. It is not really that expensive and having played in campaigns with a DM who had the subscription, I would absolutely say: Those $3-6 are kinda fair, because what there is, is actually nice and nice looking.
However... Roll 20 offers most of the same functions (like the ability to use maps and stuff) for free. And there is just nothing WotC can do about this. Hence... They kinda need to up their game. Yeah, sure, their platform looks and plays better, but... a lot of people won't care.
Bonus is that all this information on items, monsters and what not that Roll 20 has for free, DnD Beyond wants your money for. And that is just... Look, I don't get why. That information is just out there. I am not going to pay for it.
On the lack of lore I already wrote a whole own essay, so I will spare you here.
And then there is the fact that... Actually even for the content you can pay for, there is a suprisingly small amount of stuff with little variety. Which is not good if you want to get it to make money.
So, let me go over DnD Beyond - and how you can make money with it.
DnD Beyond - The Content that should be Free
Let me start with the stuff that whoever makes the decisions at WotC/Hasbro will not like to hear: The stuff that should mostly be free.
Here I will say it once again: DnD Beyond needs a free wiki!
Gives players some basic information on the world. That is information on:
The physical world (that is landscapes, cities, different realms/planes)
How the magic world
A timeline with the major events
Important characters in the world
The gods and their worship
And what you would want to do is then on each of the pages put a "If you are interested in this, you might wanna buy X" and sell them adventures, one shots, shortstories and the like (more on this a bit further down). Get people hooked on events, cities, locations, NPCs and then offer them stuff on that. For the love of god, do not just expect players to do their own legwork to decide on what module they might wanna buy.
Additionally to this, I would take a page out of how the German publisher for Shadowrun does their marketing there: Have a monthly in-universe "newsletter" styled as a part of an in-universe newspaper to just introduce some in-universe events, which at times could also be used as a jumping off point for one shots and the like. (Look folks, there is a reason why the German publisher for Shadowrun is beloved even in the English fandom. How much they give on worldbuilding is part of it.)
And as much as whatever directors responsible will hate this: Yeah, fuck, make all the species and classes accessible for everyone. (With one caviat - but I will go into that later as well.) Because what you want is players to use DnD Beyond over Roll20.
This also means: Items and monster stats should be accessible over DnD Beyond without buying three different books. Because they are accessible on Roll20 and even outside of that... Look, it is not that hard to find. And given that it is fairly clear that they want DnD Beyond to be the main source of income in terms of DnD, they need to get people hooked on DnD Beyond over Roll20.
The Stuff that should come with Subscriptions
Alright, so let's talk about what I would put into the subscription model. I will not go what I would put under each tear. Because honestly, I have no clue.
For once, yes, I have complicated feelings on the map tool. Because the DnD Beyond tool is a lot better than the tool that Roll20 offers and as they are still working on it, I have no doubt that it will get even better in the future. So, yeah, it is... complicated. I get why it is behind the subscription, I do. But I am not entirely certain whether it is the right decision - for a reason I will get to shortly.
So, what I would put behind the Subscription - even though I would also offer everything of this in a short for one-time payment. Monthly content. (And yes, I am using the content word here, forgive me Patrick H. Williams.) That could be:
Little One-Shot adventures
Short stories and short comics
Maps
Like, technically they already have those "monthly perks", but... You know, right now it is mostly pretty pictures and other aesthetic. Give the people just a bit more stuff that would actually get them to play a more and interact with the world more.
Bonus points is, that in short stories, one shots and concepts you can easily test out ideas. (Like, heck, make a lot of more different genres within the setting. You can tell a crime mystery, a slice of life story, all sorts of stuff.)
Right now they are publishing some free one shots from time to time. Just do a bit more with that. It is a roleplaying game. Give people more reasons to interact with the world.
Because again, here is the thing: The world is the stuff you can actually sell. The simple game mechanics are not. For once game mechanics cannot be licensed, but also... Again, I know were to find it all for free!
In this I would also put something that is a bit more controversial: Use this to digitally distribute some of the older stuff from older editions. I know that Hasbro is like 100% against it. But here is the thing: They keep saying: "Oh yeah, not all of that is canon anymore." But they also do not bother to give us an idea what is canon and what not. So, great moment to clear this up, don't you think?
And given that I doubt that 20 years old books are the big sellers, they could just easily give away the e-books in the subscription as a little bonus.
How to actually fill up the Marketplace - Original Stuff
Alright, let's face another thing: All the lore books and adventures together in the DnD Beyond Marketplace together add up to a total worth of about $1200. Which, sure, if you are a fan wanting to buy it all, is a lot. But from a company perspective actually is not that much. Because here is the thing: Actually the production of those books is fairly expensive. Even if you only market them digitally.
Like, I do think that they would do better and go with the prices that Catalyst does with Shadowrun of $20-25, rather than the $29, but knowing how much financial overhead is there for those books, I can understand where the price comes from. Again, I am talking from an economic decision.
So, I say... Fill it up.
For example: Right now there is one set of maps sold in the market place. Which is a 20 maps strong collection. But it is literally the only maps-thing sold in that section of the market place. And maps are the one thing that literally every group will use in some place.
Which brings me back to why I think the use of the Map Tool should be free: Because then you can actually sell more maps. Sell single maps. Sell small collections of maps. Go with a low price of $1-2 per map, maybe $4-5 for the bigger or fancier maps. $10 for a collection of five maps.
Bonus: You can use those maps to also throw in fun little lore things.
And just... you know. Make a map for a temple each of each of the gods. Make some premade dungeon maps. Maps of certain canonical locations. City maps. You name it. Compared to other sorts of illustrations, maps can actually be fairly cheap.
Additionally: Just throw in little dungeon crawls as one shots. Depending on the amount of content in there, put in $3-8 per one dungeon crawl. Theme it nicely.
I love DMing DnD. I do. But I am frank with you: I hate designing dungeons. So, if I could buy a premade dungeon for $4, I would go: "Shut up and take my money!" Heck, I would probably also use it as a writing ressource and all of that.
In generally you can also sell some one shots here. Like, a one shot or two shot is actually not that expensive to produce. Which is why so many are given away for free. Sell them for again $3-8 depending on how much content there is.
Which brings me to short stories and comics.
I know what some might say: "But didn't that already kinda fail with League of Legends, like you spoke about last week?" Which, yeah. It did. But... I am also going to assume that in general the playerbase of DnD is way more interested in the lore, than the LoL crowd is interested in their respective lore. Because one game is all about storytelling, while the other is all about the gameplay.
And again: Short stories and one shot comics could be a good way to get people hooked onto the lore, which again might get them to invest into stuff like the adventures set in the world. And you can use them to try out ideas for what ends up to be fairly little in comparison to bigger stuff. Also, you can get more diverse writers and artist to do stuff for you, which looks good and might actually interest the wide diverse audience of your game.
How to actually fill up the Marketplace - Licensed stuff
Okay, let me talk about the no-brainer where by the love of all the gods I cannot figure out why the fuck WotC is not doing this. It is boggling my mind. I do not understand.
You remember the fucking drama with the OGL last year and how it bit them in the fucking ass? Yeah. Here is the thing, they did it the entire wrong way around. And honestly, I am not even sure whether now they can pull the intelligent version of this off, even though it is so fucking obvious. I mean, again. I do not understand. It is so stupid. If you know anything about the fucking internet.
Allow big content creators to sell supplementary material over your webshop and then take a cut from that. They do some of that with Critical Role, where they do sell some adventures from that franchise in their webshop. And from one other group too, I think.
But like... There are so many Actual Play groups and even other content creators (the entire Fool's Gold Campaign comes to mind with their millions of views on Youtube), that even have like their own self-produced lore books, adventures, one shots and other content.
And then there are of course just people who create additional rules, that currently can partly be shared over the homebrew system on DnD Beyond - but not be monetized, which sucks for the creators and for DnD Beyond.
I... I just do not get it. Rather than going: "Oh, you used DnD for this, now we change the OGL, so you'll have to give us money!", which went over as well as expected, they could have gone: "Hey, content creators. Great opportunity! You created additional moduls/adventures for DnD? Now you can officially sell it in our webshop at the page we want everyone to use! Of course we are gonna use a small cut for the hosting, marketing and moderation. But in return, you have access to a much wider audience!"
Like, it is so simple it is plain stupid that they didn't do that. I cannot fathom why they have never done this. I just cannot. I am sorry.
It would allow them to get a cut of the stuff they kinda want a cut from - while doing it in a way that is a lot more pro-community building.
And that is without mentioning that the entire OGL disaster has now several big Actual Play groups go and play with different systems. I heard that people are blaming Matt Mercer for it and like... No, this is entirely WotC's fault.
Speaking of Actual Plays
Okay, this leads me to the thingie where I also do not understand why they do not do it. Because they could license the living hell out of this. Do a fucking official Actual Play. Not on DnD Beyond, of course. Just... Somewhere. I do not really care where. Youtube, I guess.
While they host some one shots on their official twitch, so far they did not a big campaign thing officially as far as I am aware. And the concept is fairly simple: Follow the Critical Role formular. Get some voice actors on there. Bonus if you get a more diverse group than they have on Critical Role, that I also call "Critical Whiteness". (Note please: I do not actually like Critical Role for that reason among others. It is way too white for my taste. However, I cannot argue with success.)
And most importantly: Set that campaign in the official world, and do create and understanding with the DM that there is actually some meta-story progression with the lore. Again: The world is what they can license, so LICENSE THE FUCK OUT OF THAT!!!
With that you would also have some more characters that can work as access points into the world and the lore. You also can sell those campaigns, you can sell short stories and books, you can sell merchandise for this. Because as soon as that is the official group, yeah... You are the producers, you can get to make the money of it.
This is also something that falls under: "Why the hell are they not doing this?"
I mean, again, I am not the biggest fan of Critical Role, but technically WotC could also go: "Hey, do you wanna cooperate on the next campaign?" And jump off from that.
Or have the voice actors from BG3 cameo as their characters from that game. Folks would EAT THAT UP.
Some other assorted things
One, or two more things that I actually think they could do a bit more with... well, events and community stuff. And by using social media better, because... Look, the way WotC is kinda marketing the stuff is so 2000s in many regards. Like, use new media. Heck, use fucking TikTok. Which also might I note: They so desperately want to reach Gen Alpha. And I am honest with you, I have no fucking idea how to reach Gen Alpha. I don't. But a gut feelings tells me that TikTok might be a start.
See, I am following other franchises as well, and one thing that some do well is just got throw out some event related stuff. Make some pride month stuff. Sure, I hate Rainbow Capitalism, but sadly it works. And again, I am writing this under the idea of: "How to turn DnD Profitable."
Bring out some stuff to some other events. Like a Christmas thingie or something along those lines. Again, be it short stories, be it one shots, be it an Actual Play one shot on the Actual Play podcast THEY DESPERATELY SHOULD DO.
Also... They cannot learn the wrong lessons from BG3. Just because this one game they licensed out was lightning in a bottle, they cannot go and be: "Let's just rely on CRPGs to make us money." Because that can backfire really quickly.
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