Baldur’s Gate 3 Hype and Magic Crossovers Saved Hasbro’s Bottom Line

Last Thursday, Hasbro had an investor’s call to discuss the third quarter, and while Hasbro itself might be going through a rough time, with lower-than-expected earnings, Wizards of the Coast was once again the high earner for the company—bolstered by two big releases.

Hasbro president Chris Cocks said that the massive popularity of the Lord of the Rings set from Magic: The Gathering and the meteoric Baldur’s Gate 3 contributed to the 40% increase in earnings over 2022. According to Dicebreaker, last year WotC earned $303.5 million, and 2023 saw that jump to $423.6 million.

There are two main takeaways from this call. First, Universes Beyond and crossover card sets aren’t going anywhere. Collectability is going to remain a priority, and with Fallout on the horizon and Marvel coming in 2024, the Fortnite-ification of Magic seems endless.

The second is that WotC is more committed than ever to turning Dungeons & Dragons into a lifestyle brand rather than a focused TTRPG company. This year’s film, the upcoming Dungeons & Dragons Adventure streaming channel, and now Cocks’ explicit focus on the expansion of the brand into a more “digitally-driven multimedia franchise” means that game design will very likely continue to be less of a priority for Hasbro. Which is a shame, especially as we’re on the verge of the next major iteration of the TTRPG next year.

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