Dungeons and Dragons has come a long way since its inception 50 years ago.
After spending decades as the pinnacle of nerd culture, the popular board game has broken into the mainstream thanks in part to the success of Netflix's mega-hit show “Stranger Things” and the most popular video game best seller “Baldur's Gate 3”.
In fact, D&D publisher Wizards of the Coast has increased its annual revenue from $761 million in 2019 to $1.17 billion as of October 2024. The company estimates that 85 million people play the game played since it was first introduced in 1974 – a figure equal to the population of Germany.
“If you had told me that number when I was younger, I would have laughed,” Jess Lanzillo, who is in charge of the game's design and development, told CNBC's Do It. “My mind would be blown.”
But Wizards of the Coast isn't the only business to benefit from D&D's new mainstream success. Brooklyn game shop The Last Place on Earth generated nearly $110,000 in 2024 from hosting D&D nights.
The popularity of the in-person events helped turn around the fortunes of a struggling business that reopened just before the Covid lockdowns began. About 50% of the shop's income comes from D&D.
“Dungeons and Dragons has really saved the industry,” owner Whitney Wolfe says.
Whitney Wolfe (center) owns Last Place on Earth, a Brooklyn board game cafe that hosts popular Dungeons & Dragons nights.
CNBC Do it
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 endorsements and advertising revenue.
It has become so popular, in fact, that it was able to raise over $11 million on Kickstarter to fund an animated TV pilot. That show, “The Legend of Vox Machina”, will soon be in its fourth season on Amazon Prime.
Another show, “Dimension 20,” sold out the iconic Madison Square Garden, with fans paying an average of $119 to see comedians play the game on stage.
“What really gives (D&D) legs,” says Auburn University Professor Emily Friedman, “is the intellectual property that's created outside of the Wizards of the Coast ecosystem.” and Hasbro.”
For the full story of how Dungeons and Dragons became a global phenomenon, check out the CNBC Make It video.
Do you want to make extra money outside of your day job? Sign up for CNBC's online course How to earn passive income online to learn about common passive income streams, tips for getting started and real success stories.
In addition, sign up for CNBC's Make It newsletter to get tips and tricks for success at work, with money and in life.
