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The cast of “Critical Role” playing Dungeons & Dragons.
Critical Role
Ten years ago, a collective of skilled voice actors convened to stream a Dungeons & Dragons session live. Since then, they have transformed this endeavor into a thriving media powerhouse.
Launched in March 2015, Critical Role, the name of both the original show and its parent company, has seen unprecedented growth. It now boasts a varied portfolio that includes a production studio, a publishing division, a gaming wing, a streaming service, a record label, and a charitable organization.
This expansion coincides with significant changes in the media sector, as an ever-growing number of consumers gravitate toward niche streaming services and alternative content. Platforms like Critical Role’s own Beacon have become increasingly popular.
While Critical Role remains a private entity without public financial disclosures, a leaked report from Twitch revealed that the company accumulated $9.6 million in direct payouts from the service over a two-year span from September 2019 to September 2021. This figure underscores the success of a venture rooted in a role-playing game that has persisted for over five decades.
At the heart of Critical Role’s business approach is its intellectual property. The creators—Matthew Mercer, Ashley Johnson, Laura Bailey, Liam O’Brien, Taliesin Jaffe, Marisha Ray, Sam Riegel, and Travis Willingham—have built an expansive fantasy realm known as Exandria. By fostering partnerships and enhancing in-house productions, they have engaged their audience across multiple platforms.
Over the past decade, Critical Role has produced more than 2,500 hours of original content, spanning over 30 unique shows, and has released nearly 70 titles in book, comic, and novel formats, many inspired by their gaming narratives.
As the company evolves, its focus is no longer limited to the Hasbro-owned tabletop role-playing game. “We’ve been doing this for quite some time,” explained Mercer, who serves as the primary game master and chief creative officer. “Our main campaign has been pivotal to our community and has driven the growth of our entire initiative. We’re also on the lookout for exceptional talent to collaborate with, allowing them to flourish within our ecosystem.”
‘How do you want to do this?’
Critical Role’s content is built around what is known in the D&D community as a “campaign,” a sprawling game that can stretch over weeks, months, or even years.
The third campaign, featuring a group called Bell’s Hells, concluded earlier this February with a thrilling eight-hour finale. This narrative journey unfolded over 121 episodes, each lasting four to six hours, and commenced in October 2021.
The finale not only wrapped up a significant storytelling arc but also set the stage for new ventures. While still committed to beloved content, Critical Role is exploring various new creative paths.
One notable achievement is “The Legend of Vox Machina,” an animated series available on Amazon Prime Video. This project originated from a successful fundraising effort by Critical Role’s enthusiastic fanbase, which contributed over $11.3 million via Kickstarter to produce its inaugural ten-episode season. Following its success, Amazon has since financed a second season, with a fourth already in the pipeline.
Additionally, a second animated series is in development, focusing on the characters from the Mighty Nein, who were central to Critical Role’s second campaign. Both projects are being animated by the independent studio Titmouse.
The company is also set to launch new video content, dubbed actual plays, with “Wildemount Wildlings” announced as the next adventure.
Riegel will take the helm as game master for this limited series, debuting on April 3. This three-episode event follows a quirky group of teenagers at a summer camp as they learn to become heroes, aided by legendary characters from Critical Role’s Mighty Nein, portrayed by co-founders Ray and Johnson. The cast also includes Eden Riegel, Aleks Le, Brennan Lee Mulligan, and Libe Barer.
Furthermore, Darrington Press, Critical Role’s publishing division, is preparing to release a romance novel titled “Tusk Love,” inspired by an in-game narrative of the same name. In addition, O’Brien has crafted a collection of fairy tales from the fictional Zemni Fields, and Riegel has authored a self-help book through the lens of his character, Fresh Cut Grass.
The primary cast is also planning a multi-city live show tour across the U.S. and Australia, with ambitions to expand to venues in Europe and South America in the near future.
Last fall, Critical Role achieved a major milestone by selling out Wembley Stadium in London.
“It was the largest venue we had ever tackled, and watching it sell out so quickly, coupled with the immense energy from that audience, was astounding,” Willingham recalled. “It’s all part of our ongoing progression, and anyone who has attended a Critical Role live show knows there’s truly nothing quite like it.”
‘You can certainly try’
Critical Role’s ambitions are vast and varied.
Metapigeon, the company’s production studio, is also delving into live-action and feature film projects while continuing its animation ventures.
“Our Beacon streaming service is designed as a starting point for growth,” noted Willingham. “It’s a platform that we can expand upon; we simply have to proceed thoughtfully, but that is certainly our goal.”
Beacon offers subscribers ad-free, exclusive content for $5.99 a month, along with early ticket access to live events and discounts on Critical Role merchandise. The company, however, chose not to disclose its current subscriber count.
The cast of “Critical Role” includes Marisha Ray, Matthew Mercer, Sam Riegel, Taliesin Jaffe, Ashley Johnson, Travis Willingham, Liam O’Brien, and Laura Bailey.
Critical Role
A significant venture for Critical Role is its upcoming tabletop roleplaying game system titled Daggerheart, scheduled for release in May. This new ruleset is poised to underpin much of the company’s future video content.
The team aimed to create a framework that encourages more flexible and imaginative gameplay, where players can freely create memorable story moments without being hindered by strict rule enforcement.
While Critical Role will continue to utilize other game systems like Dungeons & Dragons, establishing their proprietary system will enable them to broaden their horizons in content creation and revenue generation, reinvesting those resources into new initiatives.
“The ongoing joke is that if you voice an idea, there’s a chance it just might come to fruition,” Willingham quipped.
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