Hasbro is doubling down on its flagship fantasy franchise by establishing a brand-new Wizards of the Coast Studio in Montréal. Announced in October 2026, the newly formed creative hub is slated to become the focal point for developing digital content and immersive video game experiences specifically tailored for the Dungeons & Dragons universe.
The expansion represents a major milestone for Hasbro’s digital gaming division, signaling a concerted push to leverage world-class development talent in Canada to fuel the ongoing evolution of one of the gaming industry’s oldest and most recognizable intellectual properties. By establishing a dedicated studio in Montréal—a globally recognized hub for game development and technical innovation—Hasbro aims to position Wizards of the Coast for long-term growth in the competitive digital entertainment landscape.
Dive Brief
The newly established Wizards of the Coast facility in Montréal is designed to scale rapidly, bringing together a massive concentration of interactive entertainment talent. According to company leadership, the studio will serve as the cornerstone for the next wave of digital adaptations and interactive experiences tied to the D&D brand.
Wizards of the Coast is no stranger to the Canadian market, having maintained a steady operational presence in Montréal since 2019 following its acquisition of Invoke Studios. The launch of this new studio builds directly upon that foundation, transforming a localized acquisition into a powerhouse development campus capable of executing complex, high-budget video game projects.
Dive Insight
The creation of the Montréal studio comes at a time of robust financial and cultural momentum for Hasbro’s gaming subsidiaries. Dan Ayoub, head of Dungeons & Dragons and head of Wizards of the Coast Canada, emphasized the strategic importance of the new initiative in a statement detailing the company’s long-term vision.
"This studio will grow to be the largest concentration of video game talent at Hasbro, built on one of the world’s deepest game development ecosystems," Ayoub said. "We’re here to create the next generation of digital game titles, and to do it with the incredible talent this city has to offer."
This expansion arrives on the heels of a broader strategic rollout for the Dungeons & Dragons brand. Wizards of the Coast recently revealed an ambitious slate of initiatives designed to modernize and expand the franchise’s reach. Among these announcements are the upcoming November launch of Dungeons & Dragons: World of Warcraft, a brand-new mobile gaming experience tailored for D&D Beyond, and sweeping updates across the entire ecosystem of D&D digital and video game platforms.
The digital push is already yielding measurable results for the broader corporate entity. During Hasbro’s Q2 earnings call with analysts earlier in the year, CEO Chris Cocks highlighted the strong performance of the brand’s digital infrastructure.
"D&D is actually performing quite well — particularly D&D Beyond," Cocks told analysts during the financial review.
The health of the digital ecosystem is heavily reflected in Hasbro’s financial reports. During that same second quarter, Hasbro reported a significant financial upswing, with net revenue increasing by over 16% to reach $1.1 billion. This growth was largely propelled by the stellar performance of the Wizards of the Coast and digital gaming segments, which posted an impressive 27% year-over-year increase. As tabletop gaming seamlessly merges with digital platforms, Wizards of the Coast continues to serve as a primary financial engine for the parent company.
The establishment of the Montréal studio also follows other major corporate realignment efforts within Hasbro. Last year, the toy and game giant announced it was relocating its long-standing Rhode Island operations to the Boston Seaport district. That new location now serves as the primary global headquarters for Hasbro’s toys, board games, licensing operations, and the majority of its corporate services, streamlining the company’s operational footprint as it pivots toward modern entertainment and digital integration.
With physical infrastructure consolidated in Boston and a newly minted development powerhouse taking shape in Montréal, Hasbro is positioning its premier franchises to capture audiences across multiple mediums, ensuring that Dungeons & Dragons remains a dominant force in both tabletop and digital gaming for years to come.