This post is a transcript of a video presentation given for the Australian Roleplay Community's Melbourne International Games Week 2024 livestream about TTRPG marketing strategies.
Key Marketing Tips
1. Establish Strong Product Identity
Know your product and what makes it unique in the TTRPG landscape. This clarity helps inform where to market, what messaging to use, and how to present the work.
2. Visual and Brand Assets
Create logos, consistent usernames, and visual assets. Use tools like Namecheckr, which tests different platforms to see whether usernames are available, before creating profiles.
3. Platform Strategy
Rather than being everywhere, focus on platforms where your target audience already exists. Research relevant hashtags with active communities, ones like "TTRPG community" and "tabletop games" that show consistent usage.
4. Organic vs. Paid Marketing
Maintain a strong organic presence through a central hub (website, Kickstarter, or similar) that clearly explains your product, availability, target audience, and value proposition. This foundation makes paid marketing more effective.
5. Playtesting as Marketing
Conduct playtests to pressure-test mechanics and generate organic excitement. This creates genuine enthusiasm before launch. Post on social media or join communities like the Australian Roleplay Community Discord.
6. Collect Playtester Information
Gather contact details from playtesters to notify them at launch and offer special discount codes, which helps drive initial sales on platforms like Kickstarter.
7. Collaborate
Work with artists, editors, and proofreaders. Collaborators naturally promote the project through their own channels, extending reach organically.
8. Maintain Fun
Despite financial stakes, the work should remain enjoyable. If you're not having fun making it, that comes through in the final product.
If you're a TTRPG creative seeking marketing guidance, feel free to get in touch for a free consultation.