George Krstic – VP and Head of Creative for DUNGEONS & DRAGONS – on authenticity, creativity and ‘Lore Yoga’

George, it’s great to connect. Your career has seen you write and create for some truly iconic brands – and now you’re at an iconic brand grounded in participatory storytelling. Was this role as much of a natural fit for you as it sounds on paper?
Ha! Are you kidding? I’ve been training for this job since I was a kid – telling stories in the DUNGEONS & DRAGONS universe is in my blood. I play at least two times a week, and sometimes often more. While I’ve had the great opportunity to help shape worlds and characters for some of the best-loved creative properties – TRANSFORMERS and Star Wars included – DUNGEONS & DRAGONS is like coming home for me.

What does the role VP of Creative for DUNGEONS & DRAGONS cover?
My team and our game creative have the honour of helping to craft the narrative vision for DUNGEONS & DRAGONS across games, publishing, products and media expressions. No two days are alike – but we get to talk about dragons and dungeons and wizards EVERY day!

“There is always a seat at the table for something new.”

You mentioned being a lifelong player of the game. In what ways does being a fan help you do what you do?
Being a lifelong player of such a welcoming game helps aid our work as there is always a seat at the table for something new. Whether it’s a new player, a new setting, a new expression of the game – there are just so many ways to interact with the brand and help guide our work that we can truly relate to on so many levels. And I’ve found that being a fan, and regular player, has helped me immensely to understand the needs of our players, and our brand.

How do you assess the level to which licensees can ‘play’ with the brand when it comes to creative? How do you ensure partners ‘bend’ the IP in creative ways without breaking it?
While we always want to ensure our partners are remaining authentic to the brand, we also don’t want to stifle creativity or ideas they may have to do something a little different or reach a new audience. Borrowing a lesson from a franchise mentor of mine, we strive for “Lore Yoga” – a way to do exactly what you described, bend, stretch and help a universe grow, without breaking it.

“Art, creative and narrative-focused gameplay are the three pillars of D&D”

At the start of each new initiative, we have a creative kick off meeting that really sets the stage for the entire project, and then we have periodic check-ins to make sure not only is everything on track but that its staying true to that original vision.

Lore Yoga ­– I like that! Is there a recent execution of the brand that you feel highlights how creative partners can be with DUNGEONS & DRAGONS?
Our work with Larian Studios to create Baldur’s Gate III was a project that from start to finish really aligned on both ends. Sven and his team set out to create a AAA video game that combined cinematic presentation with systems-driven RPG gameplay and were meticulous on ensuring authentic details every step of the way. The result is an enormous love letter to the brand, and we couldn’t be more pleased.

Great example. I also wanted to talk about the artwork associated with D&D. How key a part has that played in the brand’s longevity and success over the years?
The art, creative and narrative-focused gameplay are the three pillars of D&D – the reason we’re still playing after 50 years! The first versions of the game created by Gary Gygax started with tiny black text and line drawings printed on pamphlets, inspiring many adventure seekers in those early days. Those beginnings have grown into beautifully illustrated tomes that are designed to enhance the core of D&D – getting together with friends to tell stories. Now, we at Wizards of the Coast, as the stewards of the legacy of imaginative play, celebrate that history and hope to inspire generations to come.

George, thanks for taking time out for this. I have one last question… How do you fuel your own creativity? What helps you have ideas?
This may not come much as a surprise, but I play a lot of games… A lot! No really, a LOT! But I also make time to enjoy, learn and be inspired by all forms of creative expression and art – not to mention always dreaming up new worlds and stories!

Fantastic note to end on. Thanks again.