Matt Duffer attributes the “tactile, social experience” as integral to D&D’s comeback. “We loved playing tabletop games growing up, and still do, so it’s extremely exciting to hear that the show is getting more kids interested in D&D,” Matt Duffer, who created “Stranger Things” with his twin brother Ross Duffer, wrote in an email. He joined Wizards of the Coast, based in Renton, Wash., after more than a decade working in brand marketing for such video games as Madden NFL and Backyard Sports and for companies like Xbox and Rockstar Games. “My main goal was to help this glorious brand get its swagger back,” said Stewart, who grew up playing D&D and its digital relatives, like Baldur’s Gate and Neverwinter Nights. Younger generations, embracing video games and smartphones as their escapism of choice, seemed indifferent or bored by D&D’s make-believe world of swords and sorcery, labyrinthine rules and polyhedral dice. Players from its 1970s-1990s heyday had grown up and moved on. But when he was hired in 2012, he said, “it was really obvious that the current edition of Dungeons & Dragons was not ubiquitous. The tabletop role-playing game had once been “one of the coolest, most meaningful fantasy brands on the planet,” said Nathan Stewart, who runs D&D at Wizards of the Coast, the Hasbro subsidiary that makes the game. It wasn’t that many years ago that Dungeons & Dragons had been nearly left for dead.
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