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20 Feb
Posted by David Miller as CCGs, Modern Board Games, RPGs
After reporting in its recent financial results an 8 percent revenue growth for the overall gaming category in 2017, Hasbro on Friday said that Dungeons & Dragons sales were up 80 percent. That performance made 2017 the best year for D&D ever.
A new agreement with Paramount will have Hasbro participating to a greater degree in funding its movie franchises but will also provide more reliable release dates. The Dungeons & Dragons movie is scheduled to hit theaters in 2021.
Star Wars revenue was down in 2017 but Hasbro remains positive about the license, saying the decrease represents a transition to more consistent sales, rather than surges tied to individual movie releases. One of the new Star Wars products that the company is planning for this year is a Furreal Friends Chewbaca.
Citing data from NPD, Hasbro claimed 13 of the top 20 face-to-face games in G10 markets, with Monopoly the number one overall games property.
Online retail accounts for 20 percent of the company’s toy and game sales.
Magic: The Gathering had the best year on record of new player growth.
Hasbro is launching HasLab to “put the power of innovation in the hands of fans.” Actually, HasLab is a crowdfunding platform for premium products not suitable for normal retail channels. The first campaign is for a toy model of Jabba the Hut’s sail barge in the scale of the company’s Star wars Vintage Collection. That makes it over 4 feet long! Five thousand backers at $500 each are required to go to production.
A new Dungeons & Dragons mobile game, Warriors of Waterdeep, is in development by Ludia.
Wizards of the Coast is working on other projects besides just Magic and D&D. The Hasbro subsidiary is developing a Transformers TCG and an Axis & Allies and Zombies board game.
Digital listening is driving development in Hasbro’s gaming category, whether games based on online trends or games designed for online sharing. The company has even put together a “quick strike team” for rapid development and speed to market with social listening.
Hasbro also has weather-targeted games marketing, running additional ads when its raining.
Hasbro sees location-based experiences as a key growth opportunity. This includes live shows, hotels, cruises, and family entertainment centers. Coming soon from Marriott are My Little Pony and Transformers hotels in Shanghai.
The company will launch on Earth Day a partnership with Terracycle to recycle toys and games.
WOTC will soon launch a Magic: The Gathering companion app called Portal, which in addition to a rules reference and life-tracker, will feature a matchmaker of sorts to connect players with new people for face-to-face home games. Netmarble is developing a mobile-to-mobile MtG app.
Hasbro has snagged the master toy license for Power Rangers. Products will begin arriving on shelves in 2019.
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