A Lesson on Hasbro’s 2023 OGL 1.1 DISASTER…
This is going to be a quick post. Let me start with a brief summary:
In early January 2023, a leaked internal document detailed Hasbro’s plan to update their Open Gaming License (OGL1.1)
Most notably, it included these three changes:
Wizards of the Coast claimed ultimate ownership of any 3rd party 5e content
Any 5e published content that was sold would be forced to pay a 25% royalty
Wizards of the Coast reserved the right to change the OGL at any time
There was overwhelming and widespread backlash from the D&D 5e community, many canceled their subscriptions to anything associated with WOTC
WOTC apologized and attempted to released a mollified version… which only enraged the community further
Within two weeks, Hasbro backtracked, saying it would not change the O.G.L.
Long story short, O.G.L 1.1 basically said: “Anything you made or make is ours and not only do we don’t have to compensate you for your hard work, but you have to compensate us.”
Now, I am not going to point fingers at who is responsible… whether that be the CEO, marketing, the board… whoever… because I do not know. I am not an investigative reporter, I have not “gotten to the bottom of this”.
But what I do know is that the consequences were DISASTEROUS: since the OGL1.1 debacle there has been release after release from their most devoted fans… DND giants like Matt Coleville and Critical Role… choosing to release their own TTRPGs rather than continue to play 5e and use Dungeons and Dragon’s lore.
This is nightmare fuel for a brand that A) had EXPLODED in popularity since the release of 5e and B) dominated the TTRPG space. The community willingly let them have a mini-monopoly over the market, and then they went and gave the hordes of new fans an excuse to leave and play a competitors product.
And while you may never have an opportunity to royally screw up like Hasbro, you can still learn from their mistake.
KNOW WHO YOUR CUSTOMERS ARE.
Know them as intimately as possible. Understand why they like your product and not other stuff. Do not make assumptions. And take active steps to know them more.
The O.G.L. 1.1 is a great example of why you, as tabletop games maker, need to understand the specific value you offer your customer base. Because here are three things that define the D&D 5e customer base.
They are rule followers who constantly read the find print
They play something that stresses cooperation with others in the community
Finding creativity and expressing it is paramount
Ultimately, the rules are not necessary… you can homebrew whatever you want.
This is the LAST group of people that you could sneak an industry-shifting legal change by! The 5e community read the fine print (and found legal problems), was horrified that WOTC planned to further alienat the creative and helpful content creators out there, and immediately began to explore other rules system.
WOTC could not shoot themselves in the foot better if they tried!!!
So when you are thinking about marketing your board game, or TTRPG, or war game, or trading card game, you need to do a TON of demographic research. You should be able to make an educated guess on what they wear, what their weeks look like, and what they think about when they walk alone through a park. This awareness will inform ALL of your marketing: everything from overarching strategy to every day copywriting.
Because I am sure someone high up at Hasbro thought O.G.L was a brilliant and sure-fire way to increase profits. And that person clearly knew nothing about what makes these customers different. And as a result they look like a grade-A FOOL.
Riley
P.S. One of my clients… The Dungeon Coach… also decided to release his own TTRPG system called DC 20… please check it out!
