In the Gothenburg of the 1980s, decades before Tomas Härenstam would become CEO of the tabletop role-playing game company Free League Publishing, he discovered American games in a hobby shop. “I was completely blown away as a big comic book nerd,” he admits. Although Sweden has a rich and storied history of tabletop role-playing, often the most recognizable worlds and characters come from further West. Indiana Jones, James Bond, and Marvel superheroes all could be played in licensed ’80s TTRPGs.
These licensed games not only shaped the role-playing mechanics we see today, they created many fond memories for players like Härenstam—you could bring Hollywood to your home in a rule book long after the film left your theaters and you memorized all the famous quotes with your friends.
The tabletop gaming industry has transformed since the ’80s, and if tabletop players vote with their dollar, there’s never been a better time than the present day to play in licensed games. After Free League Publishing worked with analog game designer Francesco Nepitello and intellectual property holders to Kickstart The One Ring, a Lord of the Rings TTRPG, it broke records to become the highest-funded game of its kind in history, raising nearly $2 million. That high-water mark lasted only six months before Magpie Games raised $10 million for an Avatar: The Last Airbender TTRPG (they were expecting around $3 million, Dicebreaker reports). Trade publication ICv2 estimates 2020 TTRPG sales at $105 million and growing rapidly.
While Francesco Nepitello developed the newest, expanded edition of The One Ring, Härenstam and his team were releasing modules for their newest licensed game—an Alien adaptation—and secretly began to write and test a project that means the world to Härenstam, the intellectual property rights to a Blade Runner game. “Blade Runner is more of a state of mind, a place to go, more than a story,” Härenstam tells WIRED. It’s a great fit for an improvisational, setting-driven medium like a TTRPG. But designing these Hollywood games often requires Hollywood rules, and a new set of relationships to property brokers, cross-platform world-builders, setting designers, and custodians of cult classic films.
The One Ring
Photograph: Free League Publishing
Tabletop game companies' keen acquisition of Hollywood names indicates a strategic shift towards multimedia branding that promises to elevate both the gaming industry and cinematography through cross-promotion, reflecting an exciting new era where fantasy meets reality in creative collaborations.
The explosive growth in the tabletop gaming industry is forcing companies to aggressively court big Hollywood names, bidding for star power and content that will elevate their products into cultural behemoths.
The current rush by tabletop game companies to secure Hollywood celebrities as brand ambassadors demonstrates a proactive and competitive strategy in the content-driven market, hoping for an infusion of cinematic appeal that will elevate their products into mainstreamattention.
