Wizards of the Coast

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An American game publisher best known for Magic: The Gathering and Dungeons & Dragons.

Last updated October 18, 2026

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Overview

Wizards of the Coast LLC is an American publisher and entertainment company specializing in fantasy and science-fiction games. Founded by Peter Adkison near Seattle in 1990, the company initially published role-playing games and supplements. Its defining breakthrough came with Magic: The Gathering, Richard Garfield's collectible card game, which Wizards introduced in 1993. Magic established a commercially powerful model based on expandable card sets, organized play, collecting, and recurring purchases, and helped popularize collectible card games as a major tabletop category. The company expanded through licensing, acquisitions, and new product formats. In the mid-1990s it published games including RoboRally and The Great Dalmuti, acquired or absorbed several role-playing properties, and briefly operated its own role-playing line. In 1997, Wizards acquired TSR, the publisher of Dungeons & Dragons, bringing one of the most influential role-playing brands into its portfolio. Wizards subsequently developed the third edition of Dungeons & Dragons, the d20 System, the Open Game License, and later the fourth and fifth editions. These initiatives broadened the Dungeons & Dragons ecosystem by enabling third-party publishing, organized play, digital tools, licensed products, and creator-made material. Wizards also held the publishing and distribution rights for the Pokémon Trading Card Game in several markets from 1999 to 2003. The Pokémon agreement produced rapid commercial growth and made Wizards one of the most important companies in the trading-card business. The company later published additional card, miniature, board, and licensed games, including sports-card series, Dungeons & Dragons Miniatures, and a Star Wars line. It also controlled Avalon Hill for a period after Hasbro placed that gaming business under Wizards. Hasbro acquired Wizards in 1999 for approximately US$325 million, after which Wizards operated as a Hasbro subsidiary. Peter Adkison left the company in 2001, and Wizards was later consolidated into Hasbro's broader game operations while retaining its Renton base. In 2021, Hasbro reorganized its business and made Wizards the leading component of a new Wizards & Digital division. The company's activities now span tabletop publishing, collectible games, role-playing systems, organized play, digital games and services, licensing, community platforms, and entertainment development. Magic: The Gathering and Dungeons & Dragons remain its central properties, supported by a large international player and fan community.

History

Wizards of the Coast was established by Peter Adkison in 1990 near Seattle, Washington. Its name came from a guild of wizards in a Dungeons & Dragons campaign Adkison was playing. The early business concentrated on role-playing publications, including The Primal Order and work connected with Talislanta. The Primal Order led to a legal dispute with Palladium Books over references to Palladium's game system; the matter was settled in 1993. The company's transformation began when game designer Richard Garfield proposed a portable, quick-playing collectible card game. After declining Garfield's more expensive RoboRally concept, Adkison asked him to design something easier to produce and transport. Magic: The Gathering debuted at the 1993 Origins Game Fair and became a major success at Gen Con shortly afterward. Its rapid sales changed Wizards from a small publisher into a substantially larger company and helped establish collectible card games as a mainstream tabletop category. Wizards expanded its portfolio with RoboRally, The Great Dalmuti, licensed products, and acquisitions involving properties such as SLA Industries and Ars Magica. In 1997, Wizards acquired TSR and Five Rings Publishing Group. The transaction gave it control of Dungeons & Dragons, allowing Wizards to combine TSR's established role-playing properties with its own publishing and distribution capabilities. The company retired or reduced the emphasis on several TSR settings while focusing more heavily on Greyhawk and Forgotten Realms. It released the third edition of Dungeons & Dragons in 2000, together with the d20 System and the Open Game License. The license permitted third parties to use specified rules and helped generate a broad market of compatible role-playing products. Later releases included the Eberron setting, the 3.5 revision, Dungeons & Dragons Miniatures, and a licensed Star Wars miniature line. Wizards entered a further phase of expansion through Pokémon. After securing the relevant rights, it began publishing the Pokémon Trading Card Game in 1999. Demand was substantially greater than initial forecasts, and Pokémon became one of the company's most commercially important products. Wizards published the game until 2003. A disagreement with Nintendo concerning the transition of production and alleged use of patented methods resulted in litigation, which the parties resolved in December 2003 without a court trial. Hasbro acquired Wizards in September 1999 for approximately US$325 million. Avalon Hill was placed within Wizards after the acquisition, while Wizards' autonomy gradually narrowed as Hasbro consolidated management. Adkison resigned in 2001. Wizards also exited several adjacent activities: its retail game stores were closed in the early 2000s, its periodicals were licensed to Paizo Publishing before the license ended in 2007, and later magazine content moved online. The company continued to develop Magic and Dungeons & Dragons while managing intellectual-property licensing and organized play. During the late 2000s, Wizards released the fourth edition of Dungeons & Dragons and undertook stronger enforcement against unauthorized digital distribution of books. In 2012 it began public playtesting for a successor edition, D&D Next. The fifth edition launched in 2014 and became the foundation for a sustained revival of Dungeons & Dragons, supported by adventure books, rulebooks, streaming, organized play, and creator platforms. Wizards and OneBookShelf introduced Dungeon Masters Guild in 2016, enabling approved community content to be sold using Dungeons & Dragons intellectual property. Magic also continued to evolve through frequent new sets, revised rules, organized tournaments, and digital products. The company pursued additional digital and entertainment initiatives, including the creation of Archetype Entertainment in Austin. In 2021, Hasbro reorganized its operations around a Wizards & Digital division, positioning Wizards as a central growth business. Today, Wizards publishes and licenses tabletop and digital entertainment worldwide, with Magic: The Gathering and Dungeons & Dragons serving as its principal franchises.

2021
Wizards & Digital division formed
[1]Wizards of the Coasten.wikipedia.org
Hasbro reorganized Wizards as the leading business in a new Wizards & Digital division.
2016
Dungeon Masters Guild launches
[1]Wizards of the Coasten.wikipedia.org
Wizards and OneBookShelf opened a marketplace for approved community-created Dungeons & Dragons content.
2014
Fifth edition Dungeons & Dragons
[1]Wizards of the Coasten.wikipedia.org
The fifth edition launched with the Starter Set after an open playtesting process.
2003
Dungeons & Dragons 3.5
[1]Wizards of the Coasten.wikipedia.org
The company released the 3.5 revision of Dungeons & Dragons and its associated d20 material.
2000
Third edition Dungeons & Dragons
[1]Wizards of the Coasten.wikipedia.org
Wizards launched the third edition and introduced the d20 System and Open Game License framework.
1999
Hasbro acquisition
[1]Wizards of the Coasten.wikipedia.org
Hasbro acquired Wizards for approximately US$325 million.
1997
TSR acquisition
[1]Wizards of the Coasten.wikipedia.org
Wizards acquired TSR and Five Rings Publishing Group, obtaining the Dungeons & Dragons business.
1993
Magic: The Gathering debuts
[1]Wizards of the Coasten.wikipedia.org
The first Magic release introduced a portable collectible card game that rapidly expanded Wizards' scale and influence.
1990
Company founded near Seattle
[1]Wizards of the Coasten.wikipedia.org
Peter Adkison founded Wizards of the Coast as a role-playing game publisher.

Products and positioning

Premium fantasy and science-fiction tabletop entertainment built around enduring intellectual properties, collectible product ecosystems, role-playing communities, and digital extensions.

Collectible card game · 1993
Magic: The Gathering
Magic: The Gathering is Wizards' foundational collectible card game. Players build decks from cards representing spells, creatures, lands, and other effects, then compete through changing formats and rotating product environments. Its business model combines recurring expansion releases, collecting, organized play, tournament competition, licensed collaborations, and digital versions. The game is supported by extensive fantasy world-building and remains one of the company's principal global franchises.
Role-playing game · 1974
Dungeons & Dragons Miniatures
Dungeons & Dragons is a tabletop role-playing system in which players create characters and explore adventures directed by a Dungeon Master. Wizards publishes core rulebooks, campaign settings, adventure modules, accessories, digital tools, and community programs. The fifth edition expanded the brand's reach through approachable rules, streaming culture, organized play, creator marketplaces, and renewed interest in tabletop role-playing. Introduced in the early 2000s, Dungeons & Dragons Miniatures extended the role-playing property into a collectible, pre-painted plastic miniature format. It connected tactical tabletop play with the characters and monsters of the Dungeons & Dragons universe.
Collectible card game · 1999
Pokémon Trading Card Game
Wizards published and distributed the Pokémon Trading Card Game under licensing arrangements beginning in 1999. The product became a major commercial success and helped establish Wizards as a leading trading-card publisher. Wizards' publishing agreement ended in 2003, after which production transitioned to a Pokémon company affiliate.
Board game · 1994
RoboRally
RoboRally is a programming-oriented board game designed by Richard Garfield. Players plan sequences of movement and actions for robotic pieces while navigating hazards and competing objectives. Wizards published the game after encouraging Garfield to create a more portable concept than his earlier proposal.

Controversies

2019
Wizards of the Coast discloses player data breach
Wizards of the Coast disclosed that a file from a decommissioned login database had been accessible outside the company, compromising users' names, email addresses, and encrypted passwords. The company said it had no reason to believe the data had been maliciously used and advised affected users to change their passwords.
Source
2014
Hex: Shards of Fate copyright dispute
Wizards sued Cryptozoic Entertainment and Hex Entertainment, alleging that the online game Hex: Shards of Fate copied elements of Magic: The Gathering. The parties settled in 2015.
Source
2009
Digital copyright-enforcement litigation
After suspending PDF sales of Dungeons & Dragons products, Wizards brought legal action against individuals accused of copyright infringement involving digital copies and distribution.
Source
2006
MTG Salvation confidentiality lawsuit
Wizards sued Daron Rutter, an administrator of MTG Salvation, alleging that confidential Magic: The Gathering prototypes had been posted online before release. The case was settled outside court.
Source
2003
Pokémon contract litigation
Wizards sued Nintendo after its Pokémon publishing arrangement ended, alleging contractual abandonment and use of patented methods and technology. The dispute was resolved in December 2003 without a trial.
Source
1992
The Primal Order legal dispute
Palladium Books sued Wizards over references to Palladium's game and system in The Primal Order. The dispute was settled in 1993.
Source

2016Dungeon Masters Guild
Worldwide
Wizards partnered with OneBookShelf to create a creator marketplace for approved Dungeons & Dragons material and access to older digital editions.
Outcome. The program broadened community publishing and monetization around Dungeons & Dragons settings and rules.
Source
2012D&D Next public playtest
Worldwide
Wizards invited players and designers to test proposed rules for the next Dungeons & Dragons edition. Feedback from the public process informed the fifth edition released in 2014.
Outcome. The fifth edition became the principal modern edition and supported renewed growth in the Dungeons & Dragons community.
Source

Brand decisions

2021
Create Wizards & Digital divisionStrategy
Background
Hasbro reorganized its business around growth areas that combined Wizards' tabletop franchises with digital activities.
Action taken
Wizards became the leading component of the new Wizards & Digital division.
Aftermath
The reorganization emphasized Wizards as a major Hasbro growth and intellectual-property platform.
Source
2014
Launch fifth edition Dungeons & DragonsGeneration change
Background
Wizards used an open playtest to gather feedback on a successor to fourth edition.
Action taken
The fifth edition began with the Dungeons & Dragons Starter Set on July 15, 2014.
Aftermath
The edition became the foundation for a strong revival of Dungeons & Dragons products, play, streaming, and community activity.
Source
2008
Launch fourth edition Dungeons & DragonsGeneration change
Background
Wizards pursued a substantial redesign of Dungeons & Dragons and paired the tabletop release with planned online content.
Action taken
The fourth edition launched on June 6, 2008.
Aftermath
The edition introduced a new rules and product direction, while subsequent development moved toward the fifth-edition playtest.
Source
2003
Release Dungeons & Dragons 3.5Generation change
Background
Wizards refined the third-edition rules and d20 ecosystem after several years of use.
Action taken
The company issued the 3.5 revision of Dungeons & Dragons.
Aftermath
The revision extended the third-edition product cycle before the fourth edition arrived.
Source
2003
Exit company-operated retail storesStrategy
Background
Wizards had expanded The Game Keeper retail chain after the Pokémon boom but decided to focus resources on publishing and game design.
Action taken
The company announced the closure of all Wizards-operated game stores.
Aftermath
The stores closed in early 2004 and Wizards concentrated on its core game properties.
Source
2000
Launch third edition Dungeons & DragonsGeneration change
Background
Following the TSR acquisition, Wizards revisited plans for a modernized Dungeons & Dragons rules system.
Action taken
Wizards released the third edition with the d20 System and Open Game License.
Aftermath
The licensing framework contributed to a large market for compatible third-party role-playing products.
Source
1999
Join HasbroM&A
Background
The success of Magic and the Pokémon business made Wizards an acquisition target for a major toy and games company.
Action taken
Hasbro acquired Wizards of the Coast for approximately US$325 million.
Aftermath
Wizards continued as a Hasbro subsidiary, with increasing integration into Hasbro's game operations.
Acquisition price. Approximately US$325 million (1999)
Source
1997
Acquire TSRM&A
Background
Wizards sought to expand from collectible card games and smaller role-playing publications into established role-playing intellectual property.
Action taken
The company acquired TSR and Five Rings Publishing Group for approximately US$25 million.
Aftermath
Wizards gained control of Dungeons & Dragons and used the property as a central pillar of its publishing business.
Acquisition price. US$25 million (1997)
Source

Recent events

2021
Hasbro reorganizes Wizards into Wizards & Digital[1]Wizards of the Coasten.wikipedia.org
Other
Hasbro made Wizards the leading part of a newly organized division combining tabletop and digital activities.
2020
Wizards creates Archetype Entertainment[1]Wizards of the Coasten.wikipedia.org
Product launch
Wizards announced a new Austin studio led by James Ohlen; the studio was subsequently identified as Archetype Entertainment.
2016
Wizards launches the Dungeon Masters Guild platform[1]Wizards of the Coasten.wikipedia.org
Product launch
In partnership with OneBookShelf, Wizards created a marketplace where creators could publish and sell material using approved Dungeons & Dragons settings and rules.
2014
Dungeons & Dragons fifth edition launches[1]Wizards of the Coasten.wikipedia.org
Product generation · Product launch
Wizards released the fifth edition beginning with a new Starter Set after a public development playtest known as D&D Next.
2009
Wizards suspends PDF sales of Dungeons & Dragons products[1]Wizards of the Coasten.wikipedia.org
Lawsuit
The company removed Dungeons & Dragons PDF products from major digital storefronts amid copyright-enforcement efforts.
2008
Dungeons & Dragons fourth edition launches[1]Wizards of the Coasten.wikipedia.org
Product generation · Product launch
Wizards released the fourth edition of Dungeons & Dragons and began providing related online magazine content.
2003
Wizards closes its retail game stores[1]Wizards of the Coasten.wikipedia.org
Other
The company announced the closure of its retail stores so it could concentrate on game design and publishing.
1999
Wizards begins publishing the Pokémon Trading Card Game[1]Wizards of the Coasten.wikipedia.org
Product launch
Wizards launched its publishing relationship for Pokémon cards, producing rapid sales growth and expanding its position in collectible games.
1999
Hasbro acquires Wizards of the Coast[1]Wizards of the Coasten.wikipedia.org
M&A
Hasbro purchased Wizards for approximately US$325 million and continued operating it as a subsidiary.
1997
Wizards of the Coast acquires TSR[1]Wizards of the Coasten.wikipedia.org
M&A
Wizards announced the purchase of TSR and Five Rings Publishing Group, bringing Dungeons & Dragons under its ownership.

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