The classic role-playing game Dungeons & Dragons will come to life in a new way when Dungeons & Dragons: The Immersive Quest makes its U.S. debut in Texas on October 15. The fantastical attraction will journey five hours away from San Antonio to a former Buy Buy Baby store in Plano 2712 N. Central Expwy, a short-enough quest for locals.
This new Dungeons & Dragons live experience first launched in Mississauga, Canada, outside Toronto, in December 2024, and just wrapped up at the end of July. It’s licensed by game-maker Hasbro in partnership with Vibrant Studios, a company that specializes in immersive experiences.
Plano will be its second city, giving Texans — and Americans — their first opportunity to literally walk through adventures they’ve imagined at the game table.
The 16,000+ square-foot multi-room experience will include live immersive theater, cinematic video storytelling, detailed scenic design, engaging soundscapes, interactive multimedia stations, and a themed food and beverage area.
The Immersive Quest experience lasts around 60 minutes, but attendees can spend unlimited time at the market, eating, drinking, and buying merchandise.
They promise that it is not necessary to have played Dungeons & Dragons before to enjoy the experience, which is recommended for participants ages 8 and up.
“For more than 50 years, Dungeons & Dragons has united millions of players through epic storytelling, boundless imagination and the thrill of adventure,” says Matt Proulx, senior vice president, global experiences, partnerships and music at Hasbro, in a statement. “After enchanting fans in Canada, Dungeons & Dragons: The Immersive Quest is now inviting U.S. fans to step inside the story, become the heroes of their own quest and see the magic of D&D come alive like never before.”
Dungeons & Dragons: The Immersive Quest will remain in Plano for approximately four months – no official end date has been announced. Fans can join the waitlist for early access before tickets go live. Pre-sale tickets go on sale on Tuesday, September 2, while the general on-sale starts on September 3. Ticket prices start at $35.