Wizards of the Coast Opens a New Montreal Studio
Hasbro’s Wizards of the Coast announces a bold expansion with a new studio in Montreal dedicated to developing Dungeons & Dragons content and broadening its game catalog. The move reinforces the companys strategy to push narrative driven experiences and expand the reach of its iconic franchises beyond tabletop play into consoles, PC and mobile formats. Montreal, already a thriving hub for game development, now hosts one of the worlds most influential studios within Hasbro’s growing portfolio.
Leadership at the Helm
Leading the new studio is Dan Ayoub, a veteran of Ubisoft, Electronic Arts, Disney and Microsoft who has recently been named head of the Dungeons & Dragons franchise. Ayoub has long expressed a personal affinity for the game, noting in a LinkedIn post that he still plays D&D with the same friends he did when he was 12. He called returning to Montreal incredible, describing the city as the place where his career began in 1999, at a time when the video game industry was still finding its footing. His leadership signals a strong creative direction aimed at expanding both the D&D universe and Wizards of the Coast overall content slate.
Montreal: A Pulse Point for Game Development
Montreal is recognized internationally for its deep pool of talent and robust ecosystem. The city trains roughly 1,000 new game industry professionals each year and is home to about 250 studios with around 15,000 talents who have contributed to major AAA titles. Stéphane Paquet, President and CEO of Montréal International, highlights the citys ecosystem as a magnet for big players, noting that activity here has long supported a diverse range of projects from indie to blockbuster productions. The new studio adds a significant chapter to Montreal’s ongoing role as a global game development capital.
Job Stability and a Thriving Community
The announcement arrives amid a period of adjustment in the global industry, and it underscores Montreal’s resilience. Local organizations emphasize the positive impact on employment in the sector, helping to stabilize roles and opportunities during a time of change. Émilien Roscanu, communications director for the Quebec Video Game Guild, points out that the Hasbro move supports ongoing employment in the region and reinforces the provinces position as a key destination for game makers.
D&D in Montreal: A Growing Ecosystem
Beyond Wizards of the Coast, the city hosts other projects linked to the D&D universe, includingInvoke and a separate project by Gameloft set within the same multiverse. A 2024 study conducted by Gameloft with Léger found that 13.6 million Canadians have played Dungeons & Dragons, with 2.7 million players in Quebec. This strong local fan base, paired with Montreal’s mature development infrastructure, creates a fertile ground for new content and ongoing collaborations among studios, publishers and players alike.
What Comes Next
The Montreal studio positions Wizards of the Coast to leverage the citys creative energy, tapping into a well established talent pipeline and strong network of studios. The presence of Invoke and Gamelofts project, alongside the new Hasbro facility, suggests a coordinated strategy to deliver cross platform experiences, novel campaigns and continued growth for the D&D brand. As Ayoub leads the charge, the studio will likely prioritize collaborations that keep the game world expanding while ensuring high quality storytelling and gameplay across formats.
Conclusion: A Bright Horizon for Montreal and the D&D Universe
The Wizards of the Coast expansion into Montreal signals more than just a new office. It marks a sustained commitment to a vibrant local ecosystem, a robust talent pipeline, and a renewed focus on content that resonates with players around the world. For Montreal, it means job stability, a continued influx of opportunities, and a stronger voice in shaping the next era of tabletop and digital storytelling in the D&D universe.
