The Problem: During my tenure at Roll20, the company went through some dramatic changes. COVID brought in huge numbers of player eager to play a variety of systems, resulting in expansion, acquisition, and brand refinement. Between the merger with DriveThruRPG and its various family of sites, and the acquisition of gaming tools sites like Demiplane and DungeonScrawl, Roll20 evolved beyond just being a tabletop to play your games virtually.
The Solution: Adopt a "House of Brands" approach that allows every sub-brand a degree of autonomy, while also creating an overall brand that brings these various companies under one umbrella. Next, create an overall brand framework that encompasses a virtual tabletop and marketplace, a host of digital gaming content stores, character and map creation tools, and also ensure that this framework allows for further expansion if necessary. Finally, refine each sub-brand's unique value proposition.
