RPG Evolution: The Coming Social Collapse

The trend of letting social media platforms manage engagement for gaming communities is coming to an end. What's replacing it?

Picture courtesy of State of Create​

The "State of Create 2025" report, published by ConvertKit, offers a valuable snapshot of the evolving creator economy, revealing both the challenges and opportunities facing content creators today. For tabletop role-playing game creators, these shifts have profound implications, demanding a renewed focus on community building, direct fan engagement, and strategic diversification.

It All Falls Apart​

We're going through an unprecedented change as social media platforms who have long dominated discourse are beginning to collapse:

The major platforms are going through a lot right now. TikTok is fighting with Washington, YouTube and Instagram are fighting to win back attention from TikTok, X-née-Twitter is fighting to keep advertisers. And yet, unexpectedly, all of this volatility has actually helped creators by encouraging them to turn toward more stable, direct-to-fan revenue streams like subscriptions and sales of digital goods.

The report highlights the dominance of algorithm-driven "For You" pages on social media platforms. While these algorithms can offer creators a pathway to wider exposure, they make creators vulnerable to their whims. The "broad but shallow" approach to fandom becomes the default. Indie game creators, like their counterparts in other creative fields, often find themselves chasing fleeting trends, pressured to create short-form video content, constantly at the mercy of shifting algorithmic priorities. This makes it incredibly challenging to cultivate a stable audience base. The emphasis on engagement metrics over genuine connection can lead to creator burnout and a feeling disconnected rom the very communities they seek to serve.

From Broad to Deep​

In stark contrast to the algorithmic rollercoaster, the report underscores the growing importance of direct-to-fan relationships. This is in line with the Thousand Fan Theory, which states that rather than trying to engage a large audiences, creators are better served building a loyal following of 1,000 superfans.

It's becoming increasingly clear that cultivating a smaller, highly engaged community of superfans is far more valuable than a vast, but passive, following on social media (how many of these massive accounts ask questions of their fan base on social media and get no answer?). Dedicated fans, on the other hand, directly purchase products and act as passionate advocates for the creator's work. This deep connection empowers creators to build sustainable business models that are less dependent on the whims of platform algorithms. It's a shift away from the "broad" approach to fandom and towards a "deep" approach.

This "deep" approach is where focused online spaces become critical. Message boards like EN World offer a dedicated space for in-depth discussions, feedback, and community building. Similarly, platforms like Patreon provide a direct avenue for creators to offer exclusive content, behind-the-scenes glimpses into their creative process, and even opportunities for playtesting and direct input from their most dedicated supporters. Emerging platforms like Bluesky, with their emphasis on community ownership and control, offer another potential avenue for creators to build tighter, more engaged communities. These platforms allow for deeper engagement than the fleeting interactions on mainstream social media, which is increasingly seems to not be worth the effort.

What to Do About It​

The report also emphasizes the critical need for diversification. TTRPG creators can no longer rely solely on the sales of core rulebooks. A wide of revenue streams helps, including digital supplements, miniatures, merchandise, streaming content, and even organized play programs. Furthermore, they must be willing to experiment with new platforms, formats, and engagement strategies.

• Embrace the Direct-to-Fan Model: TTRPG creators can build strong relationships with their fans by offering exclusive content, such as digital products, physical products, or access to private communities. This can help to generate more stable income and foster a sense of belonging among fans. Crowdfunding tools like Kickstarter and Patreon are all a path forward here.
• Focus on Community: Building an engaged community is essential for long-term success. TTRPG creators can create opportunities for fans to interact with each other, such as online forums, Discord servers, or in-person events. This helps foster a loyal fan base. My experience with Bluesky has proven that the community is very receptive to discussing and supporting creative content, including RPGs.
• Leverage Social Media Platforms Strategically: While the "For You" page can be challenging, social media platforms can still be valuable tools for reaching potential fans. I stopped paying for Facebook ads to drive traffic to my page and instead shifted those dollars to Buffer, which allows me to schedule posts out throughout the year on multiple platforms.

It's becoming clear that just "grinding it out" to grow a fanbase is no longer a viable option as the bigger social media platforms have given up on rewarding content creators in favor of monetizing their platforms with dollars from much larger brands.

Conclusion​

In some ways, the State of Create confirms what those of us who have been struggling on social media have always suspected: things are getting worse. By embracing the direct-to-fan model, building strong communities, and leveraging social media strategically, TTRPG creators at least have a path forward. The "For You" page might be fleeting, but a loyal fanbase -- unlike social media -- is forever.

 

[MGibster]

Of course, we've now come full circle now and most book stores are game and toy stores too. (I just found your thread where you posted this ha: D&D General - The Disappearance of D&D from Mainstream Retailers)

Oh, wow! I completely forgot I opened a thread about it. You're right about coming full circle. After those mall bookstores, Barnes & Noble was the first I remember stocking D&D, and this would have been for third edition, followed by Target and even Walmart. I started seeing a similar trend with boardgames like Carcasonne and Settlers of Catan being available at Target. And of course Barnes & Noble have a rather robust toy section in additional to board games and their RPGs.

 

[Arkanum]

Which do you pick?

Usenet, of course.

 

[Whizbang Dustyboots]

Each one takes some time to keep track of and keep current. A lot of companies don't have enough employees to do more then one or two. Which do you pick?

MySpace. It's what Tom would want.

 

[Theory of Games]

Social Media's going nowhere. Wall Street is interested and buying in. I remember when Youtube was "independent" but now it's Googleware. Facebook, Reddit and Twitter? Owned by the Street. It won't be long before TikTok and Discord are fully controlled by the machine. They're far too valuable as marketing assets since people don't watch TV or listen to the radio like "the good ole days".

What has been making a great impact for ttrpg designers, writers and artists is Kickstarter. It's really changed the game and put more power in the hands of creators. Social media can get your name and ideas out there but Kickstarter has become the publishing house of the modern ttrpg industry. Even the bigger more established ttrpg companies are using it.

IMO this is definitely a "Golden Age" for the ttrpg hobby

 

[schneeland]

I dont think forums were ever in fashion. Meaning, most people using social media today never even heard of forums.

I think they were for maybe a decade after Internet had become broadly available, but before Facebook really took off and smartphones became a general - so roughly late 90s/early 00s until early 10s. But if you weren't exposed to forums in that time span, it became increasingly unlikely that you would consider them relevant. Which coincides with a lot of later GenX and early GenY people hanging around in the forums.

Plus, as @VHawkwinter and @aiouh mentioned, there was/is also both technical and social barriers to forum use (I have a few more thoughts in this regard, but I'll have to postpone that until tomorrow).

 

[Morrus]

Its easy when you have a few hundred members. Not so much when its thousands.

Not that hard.

 

[Belen]

It all sounds like too much work to be a fan.

 

[Whizbang Dustyboots]

I do not use social media, in general.

You've posted more than 4,000 times on ENWorld. That feels like some serious use to me.

 

[Belen]

You've posted more than 4,000 times on ENWorld. That feels like some serious use to me.

That is after 26ish years. I do not consider a message board social media where you are creating a account to have people follow you or follow others. The boards are for water-cooler discussion.

 

[Whizbang Dustyboots]

That is after 26ish years. I do not consider a message board social media where you are creating a account to have people follow you or follow others. The boards are for water-cooler discussion.

OK. That's not the standard definition and runs contrary to how many people use social media, FYI.