Hasbro is deepening its investment in the ever-expanding universe of Dungeons & Dragons, announcing the launch of a brand-new Wizards of the Coast studio located in Montréal. The new creative hub is set to focus squarely on developing rich, immersive content for the iconic tabletop and digital franchise, marking a significant milestone in the company’s broader strategy to scale up its digital gaming capabilities and leverage world-class development talent.
The announcement underscores a concerted push by Hasbro to accelerate the growth of its premier fantasy property. By establishing a major foothold in Montréal, the company aims to tap into the region’s renowned hub of interactive entertainment talent to build the next generation of digital experiences for players around the globe.
Dive Brief
The newly established Wizards of the Coast Studios in Montréal is designed to become the largest concentration of video game development talent within the Hasbro corporate family. Built upon what leadership describes as one of the deepest game development ecosystems in the industry, the studio will spearhead future digital titles for the D&D franchise.
Dan Ayoub, head of Dungeons & Dragons and head of Wizards of the Coast Canada, emphasized the strategic importance of the expansion in a statement. The studio is tasked with bringing fresh digital game titles to life by leveraging the exceptional creative pool available in the Canadian tech and gaming hub.
Wizards of the Coast is no stranger to the region, having maintained a steady operational presence in Montréal since 2019, when the subsidiary acquired Invoke Studios. This deep-rooted familiarity with the local talent pool laid the groundwork for the expansion into a much larger, dedicated studio operation.
Dive Insight
The creation of the Montréal studio comes at a time of robust growth for Hasbro’s digital and tabletop gaming segments. The company has been actively rolling out major initiatives designed to modernize and expand the reach of Dungeons & Dragons across multiple platforms.
Earlier in the year, Hasbro unveiled a series of major projects for the franchise. These initiatives included the scheduled November launch of Dungeons & Dragons: World of Warcraft, a brand-new mobile experience tailored for D&D Beyond, and sweeping updates across the brand’s diverse digital and video game platforms. These moves are part of a broader vision to transition classic tabletop mechanics into modern, accessible digital environments that resonate with both legacy fans and new audiences.
Corporate leadership has repeatedly pointed to the digital sector as a primary engine for financial health. During a recent earnings call discussing the company’s second-quarter performance, Hasbro CEO Chris Cocks highlighted the strong momentum of the brand, noting that D&D is performing exceptionally well, with digital platforms like D&D Beyond driving substantial engagement.
Financial reports from that same quarter illustrate the tangible impact of this digital pivot. Hasbro’s net revenue saw a notable increase of over 16 percent, climbing to $1.1 billion. This financial surge was largely propelled by the Wizards of the Coast and digital gaming segments, which posted a remarkable 27 percent year-over-year increase. The success of these digital-first and hybrid tabletop-digital products has provided Hasbro with the capital and confidence needed to fuel large-scale expansions like the new Montréal studio.
The establishment of the studio also aligns with broader structural changes within Hasbro as the company reshapes its corporate footprint. Last year, Hasbro announced plans to relocate its primary Rhode Island operations to the Boston Seaport District. That new facility now serves as the central headquarters for its toys, board games, licensing operations, and the majority of its corporate services, positioning the company closer to major urban innovation centers.
As the new Montréal studio ramps up its operations, Wizards of the Coast aims to solidify its position as a powerhouse in modern digital game development. By combining the enduring cultural legacy of Dungeons & Dragons with expanded technical infrastructure and top-tier regional talent, Hasbro is positioning its flagship intellectual property for sustained growth in the competitive interactive entertainment market.
