What sort of books are fantasy readers looking for today? What are the expectations that readers have for the genre?
Overall, the fantasy genre is growing. Sales are up, both in traditional and indie publishing, and the big names in the field (like Brandon Sanderson) are doing quite well. It’s clear that the fantasy genre as a whole is robust and healthy.
When you break it down by publishers and subgenres, however, things start to look a little different. Romantasy is dominating the traditional publishing world, but most of it is little more than pornography for women, dressed up with fantasy trappings. And because of how traditional publishing now relies on a few big blockbusters to make most of their earnings, romantasy is sucking all of the oxygen out of the room, making it much more difficult for debut and midlist authors in the other fantasy subgenres.
In the world of indie publishing, litRPG has begun to demonstrate some staying power. It was the new hot thing back in the early 2020s, but it’s attracted enough attention and developed enough of a following that it has become a major subgenre that is likely to endure for some time. I could be wrong about that, but from what I see, that’s where most of the innovative authors and whale readers (ie >1 book per week) are focusing their attention these days.
But because of the way that the algorithms tend to govern the indie publishing cycle (and the way that indie publishing has unfortunately turned into a zero-sum, pay-to-play game with online advertising), the rise of litRPG in the indie publishing world may very well be sucking all of the oxygen out of the room in the same way that romantasy is sucking it out of the traditional publishing world.
Both subgenres are also very gender-biased, with women gravitating toward romantasy and men gravitating toward litRPG. This reflects the broader social and political trend of men and women going separate ways, across a whole host of different metrics. So as the gender divide continues to widen in society generally, that will probably reinforce the divide between romantasy and litRPG, creating a positive feedback loop (or death spiral, depending on how you look at it).
Sword and sorcery continues to do okay, and has probably been given a boost by the recent release of Conan the Barbarian into the public domain. But most of sword and sorcery got siphoned off into grimdark back in the 00s—in fact, you could say that sword and sorcery reinvented itself as grimdark. And while grimdark has resisted the feminization of literature, standing as one of the few remaining bastions where male readers continue to feel at home, I think grimdark has already passed its peak. In a post-pandemic, post-Trump world, I think most readers are hungry for books that are less nihilistic and more uplifting.
Which brings us to epic fantasy. While Brandon Sanderson continues to dominate this subgenre, with his massive kickstarters and huge book releases, it’s debatable whether his readers are hungry for more epic fantasy, or just for more Brandon Sanderson. He’s kind of a subgenre all to himself. Recent streaming adaptations like Wheel of Time and Rings of Power have failed miserably, and Game of Thrones has fallen almost totally out of cultural significance, with George R.R. Martin’s failure to finish the last book (and Patrick Rothfuss’s failure to finish his own series) becoming something of a meme.
In fact, the failure of these two big-name authors to finish writing their books may have struck epic fantasy a mortal wound. Because of how they have been burned, a large number of epic fantasy readers are now unwilling to commit to a series until after it is complete. But very few authors can afford to write a truly epic series and release the whole thing at once. It takes several years to write a series like that—and what are authors supposed to do if the first one flops?
In other words, debut epic fantasy authors are damned if they do, and damned if they don’t. If they release the first book by itself, it will probably sink into obscurity before they can write and release the next book. And if by some measure of hard work and tenacity they manage to write a whole series and hold back from publishing until they’re ready to release it all at once, if the first book still fails to sell, they’re SOL and all that hard work was for nothing.
This is also why traditional publishers are so unwilling to publish a new epic fantasy series from a debut or a midlist author. A bestseller like Larry Correia might be able to dip his feet in that pond (and do quite well—I highly recommend his Sons of the Black Sword series), they won’t do that for anyone else. Which is fine, except that indie publishing epic fantasy is just as hard—arguably more so.
For these reasons, I don’t think it’s an exaggeration to say that Patrick Rothfuss and George R.R. Martin have done more to kill epic fantasy than they have to grow it.
But this may actually have created an opportunity for those authors who are willing to drive into the smoke. After all, there’s much less competition if you can manage to break in and build a decent following. But how much hunger is there for epic fantasy, compared to other fantasy subgenres? And how can a newer/midlist author reach them, without a big push from a publisher or the algorithms?
