Dungeons & Dragons, a tabletop role-playing game, continues to thrive 50 years after its inception. Streaming shows, podcasts, and mainstream media adaptations have contributed to a resurgence in popularity, leading to significant financial gains for both publishers and small businesses.
50 years later, Dungeons & Dragons still brings in millions of dollars — including nearly $110,000 in 2024 for one small Brooklyn business. After decades spent as the pinnacle of nerd culture, the game's popularity has been helped by a cottage industry of streaming shows and podcasts where people play D&D campaigns in real time.
After decades spent as the pinnacle of nerd culture, the popular tabletop game has broken into the mainstream thanks in part to the success of Netflix's mega-hit show 'Stranger Things' and the best-selling videogame 'Baldur's Gate 3'. Indeed, D&D publisher Wizards of the Coast has seen its annual revenue grow from $761 million in 2019 to $1.17 billion as of October 2024. The company estimates that 85 million people have played the game since it was first introduced in 1974 — a figure equivalent to the population of Germany. 'If you would have told me that number when I was younger, I would have laughed,' Jess Lanzillo, who heads the game's design and development, tells CNBC Make It. 'My mind would have been blown.' But Wizards of the Coast isn't the only business that has benefitted from D&D's newfound mainstream success. Brooklyn game shop The Last Place on Earth raked in nearly $110,000 in 2024 from hosting D&D nights. The popularity of the in-person events helped turn around the fortunes of a business that struggled thanks in part to opening right before Covid lockdowns began. About 50% of the shop's revenue comes from D&D. Whitney Wolfe (center) owns Last Place on Earth, a Brooklyn board game cafe that hosts popular Dungeons & Dragons nights. The game's popularity has been helped by a cottage industry of streaming shows and podcasts where people play D&D campaigns in real time. One of the shows, 'Critical Role', has made millions in tips and ad revenue. It's become so popular, in fact, that it was able to raise over $11 million on Kickstarter to fund an animated TV pilot
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