Interest in the tabletop role-playing game Dungeons & Dragons has surged in recent years, with pop culture hits such as Stranger Things helping to bring the game to a wider and more diverse audience.
Google Trends data shows repeated spikes in UK searches for Dungeons & Dragons, particularly following the release of new Stranger Things seasons, where the game features heavily as part of the storyline.
Dungeons & Dragons, often shortened to D&D, is a fantasy role playing game where players create characters and take part in collaborative storytelling, guided by a “Dungeon Master” who leads the game’s narrative.
Robbie Holland, 44, manager of The Gamers Lodge in Liverpool, said the Netflix series has had a clear impact on interest in the game.
“Stranger Things is the biggest pop culture influence we’ve seen it’s definitely had an impact,” he said. “There’s a spike every time a new season comes out.”
He added that film adaptations have also contributed to renewed interest, pointing to both earlier D&D films from the 1990s and the more recent 2023 cinematic release, which brought the game back into the mainstream.
Mr Holland said the changing audience has been one of the most noticeable shifts in recent years. “We’re seeing a lot more women getting involved now,” he said. “It feels much more mainstream than it used to.”
Growing demand has led The Gamers Lodge to begin developing a dedicated Dungeons & Dragons room, designed to create a more immersive experience for players.
“There’s clearly a need for it,” Mr Holland explained. “We’re in the process of building a proper D&D room to meet demand, using immersive systems and even working with a theatre stage designer to really bring it to life.”
