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How to "Make It" in the TTRPG Industry? Comprehensive Strategy for Small, Indie Creators

Art

Art

— 4 min read
How to "Make It" in the TTRPG Industry? Comprehensive Strategy for Small, Indie Creators
Photo by Timothy Dykes / Unsplash

Before diving into tactics, let's establish an honest foundation:

  • The TTRPG market is small: Most products sell under 200 copies lifetime
  • Profit margins are slim: Most creators earn $2-5K per product at best
  • It's a passion industry: Create for love first, profit second
  • Community matters more than commerce: Your reputation and relationships will determine long-term success

Phase 1: Build Your Foundation (0-6 months)

1. Develop Your Skills & Voice

  • Master the fundamentals: Study game design, writing, editing, and layout
  • Find your unique angle: What distinguishes your content from established products?
  • Create free content: Build a portfolio of blog posts, one-page adventures, or free PDFs
  • Join communities: Become an active, helpful member of TTRPG Discord servers, Reddit, and forums

2. Establish Your Online Presence

  • Create a simple website: Include a blog, product pages, and mailing list signup
  • Pick 2-3 social platforms: Focus on where TTRPG creators and players actually gather (Twitter/X, Discord, Reddit)
  • Start building an email list: The most valuable marketing asset you'll own
  • Develop a consistent brand identity: Simple logo, color scheme, and visual style

3. Test the Waters with Small Products

  • Create a "One-Page Dungeon" or similar: Learn the entire production process at minimal scale
  • Price it low or free: Remove barriers to gathering feedback
  • Share on DriveThruRPG and Itch.io: Understand the platforms and their audiences
  • Gather authentic feedback: Refine your approach based on what resonates

Phase 2: Growth & First Major Product (6-18 months)

1. Plan Your First Substantial Product

  • Choose wisely: A system-neutral adventure, a small supplement, or a focused setting
  • Find the right size: 20-50 pages is ideal for a first substantial product
  • Set realistic timelines: Double whatever you think it will take
  • Create a production plan: Writing, editing, art, layout, marketing, and distribution

2. Build Your Team

  • Hire professional editors: This is the most important investment you'll make
  • Find affordable artists: Use established platforms to find artists within your budget
  • Consider layout professionals: Professional layout elevates the perceived value
  • Build relationships with playtesters: Cultivate a reliable group who will give honest feedback

3. Marketing Groundwork

  • Document your creation process: Share behind-the-scenes content regularly
  • Build anticipation: Tease art, mechanics, and concepts
  • Leverage your growing community: Use your mailing list and social following
  • Reach out to reviewers and actual play shows: Particularly those in your niche

Phase 3: Launch & Establish (18-24 months)

1. Launch Strategy

  • Consider Kickstarter carefully:
    • Only use it if you have an existing audience (500+ engaged followers minimum)
    • Set your funding goal at the bare minimum needed to complete the project
    • Plan for stretch goals that add value without massively increasing costs
    • Budget 10-15% for Kickstarter fees, payment processing, and taxes
    • Build in buffer for shipping cost increases
    • Avoid physical products until you understand fulfillment challenges
  • Alternative: Direct Launch:
    • Release on DriveThruRPG, Itch.io, and your website simultaneously
    • Use a tiered pricing approach (standard PDF, PDF + extras, Print-on-Demand if appropriate)
    • Prepare a marketing surge: email blast, social announcements, community posts

2. Post-Launch Momentum

  • Support your community: Answer questions, provide clarifications, fix errata
  • Encourage reviews: Actively (but respectfully) request reviews from customers
  • Create supplementary free content: Character sheets, additional monsters, maps
  • Document your launch: Share sales numbers, challenges, and lessons learned

3. Sustainable Growth

  • Plan product ecosystem: How does your next product connect to the first?
  • Reinvest profits strategically: Better art, more marketing, convention presence
  • Develop direct sales channels: Reduce platform dependencies
  • Consider subscription options: Patreon or similar for ongoing support

Phase 4: Scaling Up (Year 2+)

1. Product Expansion

  • Create product lines: Develop recognizable series or collections
  • Consider licensing: Work with established games or create content for popular systems
  • Experiment with formats: Boxed sets, cards, digital tools

2. Business Development

  • Form an LLC or equivalent: Protect your personal assets
  • Track metrics carefully: Understand customer acquisition costs, lifetime value
  • Develop retail relationships: Get your products into physical stores
  • Attend trade shows: Meet distributors and retailers at events like GAMA

3. Community Leadership

  • Mentor new creators: Pay forward the help you received
  • Organize events: Online or local game days, design jams
  • Collaborate strategically: Partner with complementary creators

Key Success Factors

1. Financial Realism

  • Keep your day job: The TTRPG industry rarely provides full-time income
  • Reinvest early profits: Build capacity before taking significant personal compensation
  • Diversify revenue streams: Products, services, consulting, teaching

2. Quality Standards

  • Professional editing is non-negotiable: Clear, error-free text is your baseline
  • Art matters more than you think: It drives first impressions and shareability
  • Physical products must be premium: If offering print versions, ensure they're high quality
  • Playtest extensively: Products must be functional and fun at the table

3. Sustainable Pace

  • Avoid burnout: This is a marathon, not a sprint
  • Build systems and templates: Don't reinvent your workflow for each product
  • Celebrate small wins: Acknowledge milestones beyond just sales
  • Connect with peers: Join creator groups for support and perspective

Marketing Specifics

1. Content Marketing

  • Useful blog posts: Provide genuine value to your target audience
  • High-quality free adventures: Demonstrate your capabilities
  • Actual play content: Show your games in action
  • Designer notes: Share your thought process and inspiration

2. Community Building

  • Discord server: Create a home for your most engaged fans
  • Regular livestreams: Q&As, design discussions, playtests
  • Encourage fan content: Support those creating based on your work

3. Targeted Advertising

  • Save paid ads for launches: Focus on remarketing to engaged audiences
  • Leverage DriveThruRPG and Itch promotions: Participate in site-wide sales
  • Consider RPG-specific podcast sponsorships: Reach players directly

Remember

The TTRPG industry is built on passion and community. Financial success is rare, but creating games that bring joy to others is infinitely rewarding. Focus on making great games, building genuine relationships, and contributing positively to the hobby.

Your path to modest success in indie TTRPGs depends on realistic expectations, consistent quality, authentic community engagement, and sustainable business practices.

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