The Ongoing Cost of Losing Customer Trust
Wizards of the Coast needs to overcommunicate and overdeliver as an olive branch to its customers
Wizards of the Coast (WotC), the company behind the official Dungeons & Dragons digital marketplace, D&D Beyond, has recently made a change that’s ruffling quite a few feathers. Just a quick reminder: WotC is a subsidiary of Hasbro, overseeing both D&D and Magic: The Gathering, and it raked in over $1 billion in revenue last year.
Previously, D&D Beyond allowed players to purchase specific parts of a sourcebook—like individual races, classes, feats, backgrounds, or monster stat blocks—either individually or in discounted bundles. This feature was perfect for players who wanted to tailor their experience and save some cash, particularly if they were only interested in certain elements.
However, with the new update, this flexibility has vanished. Now, players are required to purchase entire books, removing the option to select just the segments they need. For instance, what used to be a few dollars for a single item now costs nearly $30 for the full sourcebook that includes it, regardless of whether the player needs the rest of the content. This update also discontinues the option to apply smaller purchases towards the cost of the full book. While those who previously bought items à la carte can still receive a discount on the complete book, they now need to contact customer service to claim it.
This change is set against the backdrop of an upcoming release of new D&D rules. But given WotC’s recent history—like last year’s backlash over an attempt to secretly change D&D’s licensing—every modification they make is now seen under a microscope. The community is on high alert, perceiving every change as a potential strategy to maximize profits at the expense of players and the burgeoning ecosystem of third-party developers.
With such a profound trust deficit, any company must prioritize communication. Any unannounced changes to the business model or content are likely to be viewed as further evidence of the company's “exploitative tactics.” Transparency about upcoming changes and their reasons is essential to maintain community trust. Clear communication about product roadmaps and the impact of future releases on existing products is not only crucial for rebuilding trust but also constitutes good business practice. If customers suspect that functionality is being reduced or digital goods are being removed, they are less likely to make future purchases and might even turn to other digital marketplaces.
As a side note, if the removal of this functionality was a play to get people to spend more by buying the full books, I believe this displays a complete lack of understanding of the customer base. Many purchases on D&D Beyond are made by players crafting specific characters, not Dungeon Masters (the players who run a game for others) looking for extensive campaign materials. By removing the option to buy specific elements, WotC might discourage purchases altogether, pushing players to seek alternatives or even resort to pirating the needed materials.
Hopefully, one day WotC will rebuild credibility with the community , but until then they must acknowledge the continuous "trust tax" they are now required to pay due to their past actions.
Stay tuned.