Hasbro Seeks to Sell IP “DND” and Has Had Preliminary Contact with Tencent

Maybe Hasbro is finally realizing that they never understood why D&D is valuable, and are coming to the conclusion that they’ll never be able to monetize it properly.

With seemingly-comparable game franchises, a lot of the value is in either a business model that’s good at generating consistent sales (selling cards or miniatures) and/or the setting and characters that can be used to sell merchandise. D&D has neither. No one really cares that much about the D&D lore, and the business model is selling books that aren’t even that necessary to play the game.

The value in the D&D franchise is that the game mechanics (which aren’t protected by IP laws) are well-known by a large user base, plus there’s a lot of existing material that is compatible with that system. People play D&D because lots of people already know how to play, and it’s easy to find material to play with. Stuff like Baldur’s Gate is popular incidentally, mostly because the developers have been good at making games, but no one is going to get excited about a mediocre D&D game in the same way that people would for a 40k game.

Hasbro has shown that they don’t understand this dynamic. When they tried to monetize the game system itself with the OGL nonsense, people just said “Okay, I guess I’ll just switch to a different RPG system” because of course that’s what you’d do. The community is interested in the hobby, not the franchise, and if the franchise is going to make it difficult to engage with the hobby, then the hobbyists, including content creators who do a lot of the heavy lifting to keep the franchise relevant, will go elsewhere.

Hasbro likely thought they could take D&D and do the usual “we have this user base and we can get X amount from merch, Y amount from video games, Z amount from some sort of subscription service, etc.” not realizing that no one actually cares that much about D&D as a franchise, at least not in the same way as with stuff like Warhammer or Star Wars. It’s a hobbyists hobby, and the hobbyists aren’t going to go full “consooom!” on D&D lunchboxes and funko pops.

TTRPGs are, to their credit, extremely difficult to monetize. It’s hard to squeeze money out of a game when the players can buy a couple of PDFs and then play for years, only buying new material when there’s an update or a setting book that looks interesting to them. It’s a bad business, which makes it a terrific hobby, and I wish Hasbro a very lmao get owned if they do try to pass it along to someone else.