Mercurius
Legend
I'm in the latter half of my 40s and I approve this message. Let's be honest with ourselves: we're not the biggest demographic anymore, and probably haven't been for awhile - but especially in the 5E era.In the past, Mearls - I THINK it was Mearls, but might have been Crawford has said that they eventually plan to revisit "all" the old settings.
The 5E publication schedule has been conservative, and it has served them pretty well. And I think - and please take this with a grain of salt because I am forgetting my source for this - that their marketing research showed them that the majority of players and DMs used homebrew settings. So by that logic, setting books would be the least profitable book to publish. And the first few years of 5E official publications reflect that philosophy. The ONLY setting book was SCAG, and it was the worst seller of the first three years of books. The conclusion was that the majority of the buyers wanted splat books first, adventures second, settings last.
More recently, three things happened to change this:
- Hasbro had them try the Guildmaster's Guide to Ravnica book, which is a setting book, to cross-market Magic: The Gathering. It sold very well. Theros followed.
- WotC tried Wayfinder's Guide to Eberron as an experimental digital-only product on Dungeon Master's Guild (as a PDF) and on DNDBeyond. It sold so well that they followed with the hardcover Eberron: Rising from the Last War setting book
- Explorer's Guide to Wildemount, the Critical Role setting book, was published earlier this year and blew away the sales of ANY 5E book in the past few years
So I think that by now it's been proven that the mantra "settings don't sell" is pretty false. The right settings will sell.
Now - this board is almost entirely dudes in their 40s and 50s for whom publishing 5E versions of Planescape, Dragonlance, Greyhawk, etc looks like a no brainer and Magic: The Gathering and Exandria look like shallow cash grabs. That's a very biased assessment, however. Not just because the Ravnica, Theros, and Exandria books are all quite good (which they are) but because from a certain Gen X point of view - which is not the point of view of the D&D fanbase writ large - Planescape is this huge deal that everyone is clamoring for.
In reality, Exandria is a way, way more popular, successful, and smarter setting to develop right now than Planescape. And I'm saying this as somebody who regards Planescape as the best 2E setting: despite how awesome it was, it was always niche, and it was never particularly financially successful. It is a fragment of a niche product from almost 30 years ago. Critical Role's fanbase, which is young, diverse, and rabid, rivals the size of the D&D fanbase itself, has a million viewers every week, had one of the most successful Kickstarters in the history of Kickstarter, and is about to have a cartoon on Amazon Prime.
If I'm WotC, my attitude would be "I'll get to Planescape when I get to it". And I would do it the way the did Eberron: get Zeb Cook to be the lead designer on a digital product on DNDBeyond and DMsGuild, open it up to DMsGuild creators to support, and see where it goes from there.
Any future publications will seek to address this question: What does the current base want (and will buy)?
That said, I think the "settings don't sell" was true in the context in which it arose: the glut of the 90s-00s, which reduced setting sales in two ways: One, people spread their money around more with the sheer quantity of product available, and two, the law of diminishing returns was in full effect with setting supplements. A lot of people wanted the FRCS, but maybe not Complete Guide to Some Village in Lapaliiya (OK, it never got that bad, you get the point).
So the inverse would be: Settings are probably selling better now because A) there are fewer products, so a higher percentage will be purchased, and B) there are fewer fringe/specialty setting books.
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