Publication Date

Fall 12-2022


School of Communication


Communication Studies: Advertising and Public Relations


Kickstarter, advertising, social media, role-playing games, boardgames, content creation


The boardgame industry is thriving through independent (“indie”) publishers crowdfunding on platforms such as Kickstarter. However, the tabletop role-playing game (TTRPG) fanbase is resistant to digital media. Indie publishers are then in a dilemma. They lack money to gather supporters through traditional media and cannot crowdfund the money without supporters.

Free social media platforms are natural solutions, if indie creators can circumnavigate fans’ reluctance to engage digital media. Therefore, a strategic social media plan is required to market new TTRPGs successfully. By compiling research on industry and audience, this thesis proposes key observations for indie TTRPG publishers and an example plan based on Hoodwink Game’s Starset: The Great Dimming Kickstarter launch.