Wizards of the Coast plants a flagship studio in Montreal
The gaming giant Wizards of the Coast, creator of Dungeons & Dragons (D&D) and a major Hasbro label, announced the opening of a new studio in Montreal. The move signals a clear intention to expand D&D content while also contributing to the broader Wizards of the Coast catalog, including new and existing game worlds. The Montreal location joins a growing network of studios that support the company’s creative output and development capacity across console, PC, and tabletop ecosystems.
Leadership poised to guide ambitious content projects
Dan Ayoub, a long‑time industry veteran with experience at Ubisoft, Electronic Arts, Disney, and Microsoft, has been named director of the initiative. In his role as head of the D&D franchise and general manager of the new studio, Ayoub emphasizes a personal connection to the franchise and a commitment to its future. He recently noted on LinkedIn that he still plays D&D with the same circle of friends he did at age 12, underscoring a lifelong passion for the game and its community.
Why Montreal? A city built for game creation
Montreal’s appeal to Ayoub is well documented: a talent pool known for its creativity and technical skill, alongside a thriving ecosystem of studios and professionals. The new studio is expected to contribute to the city’s reputation as a vital hub for the video game industry. For Stéphane Paquet, president and CEO of Montréal International, the city’s strengths go beyond individual studios; an ecosystem of roughly 250 studios and about 15,000 experienced professionals has produced several AAA titles, a testament to Montreal’s capacity to support large‑scale development projects.
Economic and community implications in the local scene
The announcement arrives at a time when the local industry has faced upheaval, including waves of layoffs in recent years. Hasbro’s sustained investment in Quebec underscores the market’s resilience and potential for growth. Émilien Roscanu, director of communications for the Quebec Video Game Guild, highlighted that the Montreal project helps maintain employment levels in the sector and reinforces the region’s continuing attractiveness to developers, artists, and producers. The studio is framed as a long‑term commitment to talent retention and job creation in a market that has already trained roughly 1,000 new game industry professionals each year.
Montreal as a beating heart for D&D and beyond
Beyond the new Wizards of the Coast studio, the city hosts other significant efforts around the D&D universe. Notably, Gameloft’s Montreal studio is also working on a game set in the same beloved franchise, illustrating the depth of interest in D&D’s worlds across local developers. Industry researchers point to robust consumer demand: a 2024 study conducted by Gameloft with Léger found that 13.6 million Canadians have played D&D, including 2.7 million in Quebec, underscoring the franchise’s expansive appeal in the region.
A strategic catalyst for local talent and culture
From a cultural and economic perspective, the Montreal project reinforces the city’s role as a global gaming hub. The magnet effect of a large Hasbro footprint—especially for a franchise with the cultural reach of D&D—helps attract talent, partnerships, and investment. For local stakeholders, the studio offers not only a pipeline for creative work but also a platform for education, innovation, and collaboration that can sustain the industry through cycles of global volatility. The convergence of major publishers, indie studios, and a deep pool of bilingual talent bodes well for future collaborations and new IP development in Quebec.
Notes from leadership and community voices
Dan Ayoub’s leadership is framed as a bridge between a storied fantasy universe and Montreal’s dynamic development scene. Stéphane Paquet emphasizes Montreal’s proven track record of producing AAA titles, while Émilien Roscanu underscores the region’s resilient job market and ongoing appeal to game makers. Together, these perspectives suggest a vibrant, sustainable path for D&D and Wizards of the Coast in Canada’s francophone heartland.
Looking ahead
As one of Hasbro’s most prominent global operations, the Montreal studio positions the city as a major contributor to the future of D&D content and fantasy gaming at large. With a robust local talent pool, a supportive municipal ecosystem, and a thriving network of studios already in place, Montreal may well become synonymous with the next wave of D&D innovations and related gaming experiences.
