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It’s been apparent for some time that Dungeons & Dragons is moving towards a digital-first brand, centered around D&D Beyond, accompanied by a larger a shift into IP and lifestyle property.
D&D has had cartoons, toys, comics, and so on for decades, so this is not new, but the focus on these IP-based licenses appears to be gowing.
In Hasbro’s latest earnings call, CEO Chris Cocks notes that the company — by which he is referring to Hasbro, WotC, and their digital studio teams — “delighted more than 1 billion kids, families and fans, secured partnerships that further underwrite future growth, advanced our evolution to a digital-first play and IP company and delivered record profits for our shareholders.”
As we enter 2026, we view playing to Win and more importantly, the execution behind it by our Hasbro, Wizards of the Coast and digital studio teams as a clear success. Despite market volatility and a shift in consumer environment, we returned this company to growth in a meaningful way. We delighted more than 1 billion kids, families and fans, secured partnerships that further underwrite future growth, advanced our evolution to a digital-first play and IP company and delivered record profits for our shareholders.
As previously mentioned, this isn’t really new information, but it is informative to see it clearly laid out by Hasbro’s CEO. In the last couple of years, the company has had massive success with Baldur’s Gate 3, and critical (if not commercial) success with the movie Honor Amongst Thieves. At least two D&D TV shows are currently in development–one from HBO as a sequel to Baldur’s Gate 3, and another from Netflix, also set in the Forgotten Realms. In the eanrings call, Cocks notes that they have “top-tier creative partners across more than 60 active entertainment projects.”
Digital sales currently make up 60% of D&D’s revenue. With digital-exclusive expansions being sold on D&D Beyond, a robust virtual tabletop integration, and the bringing in of the larger third-party D&D content creators as partnered content, D&D’s move towards digital-first is well underway. While there is no indication that the physical books will go away, they are slowly becoming secondary or collector’s items rather than the primary product.
