"This Isn’t a PR Move"? Then Prove It

Dan Ayoub, the new Head of the Dungeons & Dragons franchise, recently shared a message to the community. It hit many of the right notes. A stronger SRD. Accessible digital tools. A renewed focus on community involvement. And most notably, the formation of a rotating advisory group made from the gaming community.

In the announcement, Ayoub said something that stands out:

“This isn’t a one-time survey or a PR move.”

That line matters. Because for many of us, that is the central question. Is this a meaningful shift in how WotC engages with the D&D community, or is it just another layer of polish on top of the same old corporate strategy?

Intentions are easy to write. Trust is not.

If the advisory group turns out to be a collection of brand-friendly influencers, established creators with existing ties to WotC, or personalities chosen for how safe they are rather than how honest they are, then the community will see through it immediately. No amount of transparency rhetoric will hide the reality of a managed echo chamber.

Trust is not restored by handpicking people who already agree with you. It is built by making space for voices that do not. That means including dissenting perspectives, critical feedback, and people who have been openly skeptical of the company’s recent decisions. Not just people who are good at making content, but people who are good at asking hard questions.

For too long, the relationship between WotC and its audience has been one-sided. We are presented with decisions after they are made. Feedback is filtered through layers of marketing. When things go wrong, damage control often looks like outreach, but without real change behind it.

That approach does not work anymore.

If this new direction is going to be different, it needs to be different where it counts. That starts with who is invited into the room. Not just to listen. Not just to approve. But to shape the future of the game in meaningful ways.

D&D is not made by announcements or digital tools. It is made by players and DMs at real tables. It is shaped by third-party creators, homebrew writers, critics, educators, and old-school fans who keep showing up even after being let down. These are the people who deserve a voice in what comes next.

If WotC is serious about rebuilding trust, it will show up in the composition of that advisory group. It will show up in who gets heard, not just who gets quoted. It will show up in whether criticism is welcomed as part of the process or kept safely at arm’s length.

This is not about cynicism. It is about accountability.

Saying this is not a PR move is a good start. Now prove it.