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Roll20: The Unsexy Empire of TTRPGs
How a 13-year-old platform captures 50% of D&D's online traffic with 9M monthly visits
While VCs chase the next AI wrapper, Roll20 quietly built a 13-year-old monopoly with 9.2M monthly visits and $16.4M in revenue. It's not sexy, but it's the infrastructure of modern tabletop gaming.
"Roll20 doesn't sell fantasy—it sells the table. And that table is worth $16.4M annually."
The Network Effect Moat
With 33M backlinks and 50% organic traffic, Roll20 has become the default search result for 'D&D character creator' (26K monthly searches) and 'D&D weapons' (15K). They own the discovery layer of the hobby. When new players Google how to play online, they don't find competitors—they find Roll20.
The Retention Problem
A 1.8/5 Trustpilot rating from 16 reviews reveals a critical insight: Roll20's users are prisoners, not evangelists. The platform solves a painful problem (geography) so well that players tolerate a dated UI and technical friction. This is classic infrastructure moat—switching costs are social, not technical. Good luck migrating your entire gaming group's character sheets, maps, and module library.
The tech stack tells the story: jQuery, Bootstrap, and Zendesk scream '2012 startup that never needed to re-architect.' When you have 9M visits and a captive audience, you don't need cutting-edge UX. You need uptime. This is the Airbnb of virtual tables—network effects over design elegance.
- Traffic concentration: 320K monthly searches for 'roll20' alone—brand dominance is absolute
- Direct traffic (47%) proves product-market fit: users don't just stumble in, they come back
- Employee efficiency: $145K revenue per employee suggests lean operations despite scale
The Unsexy Infrastructure Play
Roll20 proves that in B2C, solving a painful problem with network effects beats building a beautiful product. Their 13-year run shows that moats don't need to be sexy—they just need to be sticky.
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Roll20: Online virtual tabletop for pen and paper RPGs and board games
Play games anywhere. Share them with anyone. With Roll20® as your virtual tabletop, your adventures are limitless.
Roll20 - Virtual Tabletop for Playing D&D, Pathfinder, Call of Cthulhu, TTRPGs
Easily create characters, organize games, purchase content, find players, and customize your story for your group - all in your browser.
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Reviews (16)
These guys have been good to me
I purchased LMoP for $15, had a blast with minimal prep time, exactly what I paid for. I then purchased Out of the Abyss for $40, read through it, decided I didn't like it and got a full refund no questions asked. Have now purchased Storm Kings Thunder as a result and very much looking forward to playing with minimal prep. If you want to pay someone else $25 to design and place hundreds of tokens, format dozens of maps AND get the $40 adventurebook material free in an easy to navigate, hyperlinked format, these guys are for you.
This is a great webapp for playing…
This is a great webapp for playing online TTRPG, but its lacking some great features from the mobile app on the website. Also the website design is ugly
Solid, reliable but not feature packed
I've been a subscriber to Roll20 for about seven years now and they've been pretty good. Their customer support isn't the fastest and their features aren't as comprehensive as say Fantasy Grounds or Tabletop Simulator, but what they do, they do well, which is providing a reliable and relatively fast tabletop for roleplaying games to run on. The visual dice roller looks great and the interface is mostly easy to use. Overall a solid 4/5. One star taken off because their dynamic lighting system is a royal PITA to use and desperately needs an overhaul. Thankfully it has been updated recently but it's still not intuitive to use. If you don't care about that though, it's a solid system. I just wish there were more games on there.
Roll20 is good but very costly
Roll20 is good, but requires way too much money to use. I spent a good 90 euros for rule books and manuals to run a campaign I was creating just to find out I need to buy a subscription to have assets over 100mbs. A yearly plan cost around 50 euros for the basic one while a yearly for the full version costs 100 euros. If these prices don't bother you, go right ahead as it is a really useful software... But it's an issue to me.
The service itself is not terrible but…
The service itself is not terrible but the dynamic lighting system is buggy and the server capacity needs to be increased - sometimes the platform literally freezes
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About roll20.net
Play games anywhere. Share them with anyone. With Roll20® as your virtual tabletop, your adventures are limitless.
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roll20.net uses 19 technologies across their website including Font Awesome, PHP, Amazon S3, Cloudflare, and more.
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roll20.net receives approximately 9.2M monthly visitors and ranks #5,982 globally. The website has a bounce rate of 29% with visitors viewing an average of 4.6 pages per visit. Users spend an average of 6:06 on the site.
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