Character Count: How Wizards of the Coast makes magic on Twitter

By Joe Wadlington

Gaming Twitter is massive and lively. In 2019, there were more than 1.2 billion Tweets about gaming, up nearly 20% year-over-year. Many gaming companies bring their launch events to Twitter to take advantage of that passionate engagement. 

But what if your game is purposefully offline? How do you build an online component?

Dungeons and Dragons is a legacy gaming property. They are owned by Wizards of the Coast, which also creates Magic the Gathering and (I learned) the first American printer of Pokemon cards.

On the newest episode of Character Count, we talk with Greg Tito, the Senior Communications Manager at Wizards the Coast (the company behind Dungeons and Dragons and Magic: the Gathering). He’ll discuss how they use Twitter to add a digital layer to their classic games.

Specifically, we’ll cover:

  • The ways they've been able to evolve their legacy brand
  • Tips for finding and including influencers
  • The use of automated content to add a digital layer to tabletop play
  • How to use international ads targeting to attract a global audience

@Wizards_DnD allows fans to playtest new components and share their feedback. This is just one of the ways they extend engagement into the digital sphere.

I will never be able to ask an interviewee about elves this much again, so please listen and subscribe to Character Count. I promise that you'll learn something about savvy online-to-offline marketing methods or, at least, find out how to get into Candlekeep.

Listen to Character Count, the @TwitterBusiness podcast