WotC Mike Mearls: "D&D Is Uncool Again"

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In Mike Mearls' recent interview with Ben Riggs, he talks about how he feels that Dungeons & Dragons has had its moment, and is now uncool again. Mearls was one of the lead designers of D&D 5E and became the franchise's Creative Director in 2018. He worked at WotC until he was laid off in 2023. He is now EP of roleplaying games at Chaosium, the publisher of Call of Chulhu.

My theory is that when you look back at the OGL, the real impact of it is that it made D&D uncool again. D&D was cool, right? You had Joe Manganiello and people like that openly talking about playing D&D. D&D was something that was interesting, creative, fun, and different. And I think what the OGL did was take that concept—that Wizards and this idea of creativity that is inherent in the D&D brand because it's a roleplaying game, and I think those two things were sundered. And I don’t know if you can ever put them back together.

I think, essentially, it’s like that phrase: The Mandate of Heaven. I think fundamentally what happened was that Wizards has lost the Mandate of Heaven—and I don’t see them even trying to get it back.

What I find fascinating is that it was Charlie Hall who wrote that article. This is the same Charlie Hall who wrote glowing reviews of the 5.5 rulebooks. And then, at the same time, he’s now writing, "This is your chance because D&D seems to be stumbling." How do you square that? How do I go out and say, "Here are the two new Star Wars movies. They’re the best, the most amazing, the greatest Star Wars movies ever made. By the way, Star Wars has never been weaker. Now is the time for other sci-fi properties", like, to me that doesn’t make any sense! To me, it’s a context thing again.

Maybe this is the best Player’s Handbook ever written—but the vibes, the audience, the people playing these games—they don’t seem excited about it. We’re not seeing a groundswell of support and excitement. Where are the third-party products? That’s what I'd ask. Because that's what you’d think, "oh, there’s a gap", I mean remember before the OGL even came up, back when 3.0 launched, White Wolf had a monster book. There were multiple adventures at Gen Con. The license wasn’t even official yet, and there were already adventures showing up in stores. We're not seeing that, what’s ostensibly the new standard going forward? If anything, we’re seeing the opposite—creators are running in the opposite direction. I mean, that’s where I’m going.

And hey—to plug my Patreon—patreon.com/mikemearls (one word). This time last year, when I was looking at my post-Wizards options, I thought, "Well, maybe I could start doing 5E-compatible stuff." And now what I’m finding is…I just don’t want to. Like—it just seems boring. It’s like trying to start a hair metal band in 1992. Like—No, no, no. Everyone’s mopey and we're wearing flannel. It's Seattle and rain. It’s Nirvana now, man. It’s not like Poison. And that’s the vibe I get right now, yeah, Poison was still releasing albums in the ’90s. They were still selling hundreds of thousands or a million copies. But they didn’t have any of the energy. It's moved on. But what’s interesting to me is that roleplaying game culture is still there. And that’s what I find fascinating about gaming in general—especially TTRPGs. I don’t think we’ve ever had a period where TTRPGs were flourishing, and had a lot of energy and excitement around them, and D&D wasn’t on the upswing. Because I do think that’s what’s happening now. We’re in very strange waters where I think D&D is now uncool.
 

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possibly, personally I wish D&D itself were grittier. To me that would also work better for a lot of their campaigns (and worse for a few, admittedly)

I also wish they were more cohesive however instead of disjointed chapters, since you mentioned Rime
The thing is. Rime has the same review scores as Curse of Strahd by people who have actually bought the book. Pages and pages of glowing reviews. And not one bad one - out of 7000+. Not one. It’s really difficult to see in that circumstance it be seen as a poor product. Unless you subscribe to the idea that folks are too dumb to know what they want. Sure there are places it could be improved but my god it’s still a great book. You might not like it, but clearly not enough to leave a low review.

It makes me wonder what people are expecting WotC to do if they are getting that kind of feedback? Would you make drastic changes if your products were being received like that?
 
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The thing is. Rime has the same review scores as Curse of Strahd by people who have actually bought the book.
you are talking about Amazon? I have long given up on their scores. According to them all 5e adventures are about 0.2 apart on a scale from 1 to 5 (around 4.8, give or take 0.1) and that is just not reflective of my perspective or other reviewers at large

If you want to use it as evidence that everything is fine go ahead, I see it as evidence that their rating is worthless
 

No insult intended--he's a good guy and I'm happy he enjoys the game--but Joe Manganiello didn't make D&D "cool." D&D made Joe Manganiello cool. At least, in the sense that it generated a lot more attention for him than he generated for it.

"Cool," of course, is an amorphous concept. As most of us think of it, "coolness" stands in opposition to popularity. A movie would never attempt to establish that characters are "cool" by dressing them in Taylor Swift merch.

What we're really debating, I think, is whether interest in D&D is waning. That's obviously a complicated question, but the first place I'd start looking for answers is a simple Google Trends Search. Trends plots the number of searches for a given topic as a function of time. It's not perfect, but it's a decent proxy for public interest. (Trends data, later backed up by various proprietary sources, is what led me to confidently conclude that STRANGER THINGS was not a significant factor in D&D's 5E-era growth.)

A Google Trends search for Dungeons & Dragons is a bit of a mixed bag. The good news is that we see interest steadily and sharply increasing from the dawn of 5E until today. There is certainly no visible drop off, which is powerful evidence that cuts against the theory that people are "moving on" en masse from D&D. (Look at a search for, say, Paizo from 2014 to 2017 to see what a genuine decrease in attention looks like.)

On the other hand, if we zoom into just the last few years, we see that interest is quite stable, but relatively flat. On the one hand, that stability is impressive; most pop culture phenomena zig-zag wildly between lengthy periods of waxing and waning interest. But on the other hand, the 2024 PHB seems to have lifted interest by only a few percentage points.

Collectively, this data suggests that demand for D&D remains stronger than ever, but growth has slowed or stopped. I see other signs that support this conclusion.

It's important to note that "interest" or "demand" doesn't tell us everything we need to know to gauge the health of D&D as a business. Strong demand is a great sign, but you still have to capitalize on that demand to build a great business. It's also possible to grow a business in the face of flat demand by increasing efficiency and revenue-per-user. (WotC seems largely focused on doing just that, these days.)
 
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you are talking about Amazon? I have long given up on their scores. According to them all 5e adventures are about 0.2 apart on a scale from 1 to 5 (around 4.8, give or take 0.1) and that is just not reflective of my perspective or other reviewers at large

If you want to use it as evidence that everything is fine go ahead, I see it as evidence that their rating is worthless
It’s worthless because you don’t agree with it. It’s like the rotten tomatoes reviews. I look at the critics and I look at the audience and I take both into account. I’ve seen critically acclaimed films that fell flat and I’ve seen critically panned films be a lot of fun.

Thing is almost all reviews of WotC books are pretty darn good too… where the reviewer is independent and unbiased. Just google it. It just doesn’t fit a narrative.
 

No insult intended--he's a good guy and I'm happy he enjoys the game--but Joe Manganiello didn't make D&D "cool." D&D made Joe Manganiello cool. At least, in the sense that it generated a lot more attention for him than he generated for it.

"Cool," of course, is an amorphous concept. As most of us think of it, "coolness" stands in opposition to popularity. A movie would never attempt to establish that characters are "cool" by dressing them in Taylor Swift merch.

What we're really debating, I think, is whether interest in D&D is waning. That's obviously a complicated question, but the first place I'd start looking for answers is a simple Google Trends Search. Trends plots the number of searches for a given topic as a function of time. It's not perfect, but it's a decent proxy for public interest. (Trends data, later backed up by various proprietary sources, is what first led me to confidently conclude that STRANGER THINGS was not a significant factor in D&D's 5E-era growth.)

A Google Trends search for Dungeons & Dragons is a bit of a mixed bag. The good news is that we see interest steadily and sharply increasing from the dawn of 5E until today. There is certainly no visible drop off, which is powerful evidence that cuts against the theory that people are "moving on" en masse from D&D. (Look at a search for, say, Paizo from 2014 to 2017 to see what a genuine decrease in attention looks like.)

On the other hand, if we zoom into just the last few years, we see that interest is quite stable, but relatively flat. One the one hand, that stability is impressive; most pop culture phenomena zig-zag wildly between lengthy periods of waxing and waning interest. But on the other hand, the 2024 PHB seems to have lifted interest by only a few percentage points.

Collectively, this data suggests that demand for D&D's remains stronger than ever, but growth has slowed or stopped. I see other signs that support this conclusion.

It's important to note that "interest" or "demand" doesn't tell us everything we need to know to gauge the health of D&D as a business. Strong demand is a great sign, but you still have to capitalize on that demand to build a great business. It's also possible to grow a business in the face of flat demand by increasing efficiency and revenue-per-user. (WotC seems largely focused on doing just that, these days.)
Very very interesting!

By the way thanks for everything you’ve done for the hobby, going right back to your original Dungeoncraft articles - made me want to DM D&D as a fresh faced teenager, and certainly write my first homebrew. I still refer back to the rules now. I’m guessing you get that feedback a lot!
 

Very very interesting!

By the way thanks for everything you’ve done for the hobby, going right back to your original Dungeoncraft articles - made me want to DM D&D as a fresh faced teenager, and certainly write my first homebrew. I still refer back to the rules now. I’m guessing you get that feedback a lot!
I'm a big fan of Marshal Law so my favorite Ray thing is definitely Underground, but yeah Ray's been doing good stuff for a long time now.
 

It’s worthless because you don’t agree with it.
No, it's worthless because the worst and best adventure have essentially the same score. I have seen a lot of actual reviews and rankings, and not a single one would have said that about all the different books. While they did not all agree on the exact ranking, there still was a pretty consistent top and bottom tier however. None of this has anything to do with my opinion.... Is your opinion that all the WotC books are basically of the exact same great quality?

Thing is almost all reviews of WotC books are pretty darn good too… where the reviewer is independent and unbiased.
yeah, if the review is good, the reviewer is unbiased, I see how that has no flaws at all...
 

No, it's worthless because the worst and best adventure have essentially the same score. I have seen a lot of actual reviews and rankings, and not a single one would have said that about all the different books. While they did not all agree on the exact ranking, there still was a pretty consistent top and bottom tier however. None of this has anything to do with my opinion.... Is your opinion that all the WotC books are basically of the exact same great quality?

yeah, if the review is good, the reviewer is unbiased, I see how that has no flaws at all...
I think if you read a selection of the reviews you’ll see lots of nuance there and plenty of interesting feedback.

I think on a 5 point scale I would score pretty much every book I’ve bought for 5e a 5 out of 10, with the exception of Princes of Apocalypse, Storm Kings Thunder and Descent into Avernus. Which would get a 4. Clearly I’m not the only who thinks like that.
 

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