Publishing for the NSR Audience: Marketing Tips for Indie Creators

Want to reach the NSR (New School Revolution) audience? Here's how:

The NSR community values lightweight game systems, storytelling over rules, and inclusive design. To market your indie tabletop RPG successfully:

• Understand Your Audience: NSR players are 25–45 years old, prefer simple mechanics, and love zines or handcrafted games. They look for unique twists, quick-to-learn systems, and collaborative storytelling.
• Choose the Right Platform:
  • Itch.io: Great for indie projects and community engagement (low fees).
  • DriveThruRPG: Broader reach with promotional tools but higher fees.
  • Kickstarter: Ideal for funding and building hype with physical rewards.
• Engage Authentically: Join NSR forums, collaborate with creators, and share free resources. Build relationships instead of pushing sales.
• Leverage Visual and Writing Style: Use bold, DIY visuals and open-ended mechanics to inspire creativity. Open licensing (like CC-BY 4.0) can encourage community contributions.
• Distribute Effectively: Work with NSR-focused retailers like Exalted Funeral or Indie Press Revolution, and attend gaming events for direct engagement.

Quick Comparison of Platforms

Pro Tip: Combine platforms - use Kickstarter for funding, then Itch.io or DriveThruRPG for ongoing sales. Focus on building genuine community connections and delivering system-neutral content that resonates with NSR values.

Who is the NSR Audience: Traits and Preferences

Understanding the mindset of NSR players is crucial for creating marketing strategies that truly connect. These players thrive on creativity, experimentation, and the freedom to shape their own stories, rather than being tied to intricate mechanics or rigid narratives.

NSR Basics: Core Principles

The New School Revolution (NSR) is all about simplicity, creativity, and collaboration. It’s grounded in rules-lite systems, a do-it-yourself spirit, and storytelling that evolves organically. NSR games intentionally keep mechanics minimal, giving players and game masters (GMs) the tools to build dynamic narratives together.

What sets NSR apart is its focus on experimentation and community-driven projects. Players are drawn to games that push boundaries, whether through inventive mechanics, imaginative settings, or unconventional gameplay. They admire creators who take risks and explore new directions in game design. To effectively reach this audience, it’s essential to align with these principles and speak their language.

NSR Player Demographics and Interests

NSR players typically range in age from 25 to 45, bringing a mix of experiences from both traditional and modern RPG systems. They appreciate thoughtful design and often gravitate toward zines and other small-scale, handcrafted publications. These formats feel more personal and authentic compared to polished, corporate-style releases.

This audience is always on the lookout for fresh ideas. They’re not interested in yet another generic fantasy dungeon crawler unless it offers a unique twist. Games like Mork Borg, Cairn, and Into the Odd have resonated with this community by blending familiar elements with bold, innovative changes that redefine gameplay.

Another key preference is for systems that are quick to learn and easy to play. NSR players value games that let them dive straight into storytelling and decision-making without being bogged down by lengthy rulebooks or complex character creation. They prioritize dynamic storytelling and creative problem-solving, making them more interested in games that emphasize narrative flow over rigid mechanics.

Community Values: Story Over Rules

For NSR enthusiasts, storytelling takes precedence over complexity. They are drawn to games that encourage shared world-building, where players can actively shape the game world rather than simply explore a pre-designed setting. They want their choices to matter, influencing how the world evolves and reacts.

This community also values player ingenuity and creative problem-solving over optimizing characters for maximum efficiency. They’re more engaged by games that focus on character-driven narratives, political intrigue, moral dilemmas, and personal relationships than by straightforward combat or treasure hunts.

Risk and reward systems are another key aspect of what they enjoy. NSR players appreciate games where decisions carry real consequences, and where clever thinking can turn challenges into unforgettable moments. They thrive on tension and the thrill of shaping the story through bold, imaginative choices.

Platform Selection for NSR Publishing

Picking the right platform can make or break your NSR project’s success. Each platform caters to a specific audience and offers features tailored to the unique needs of NSR creators. Aligning your project with the right platform not only boosts its visibility but also increases its chances of thriving in this competitive space.

Platform Options for NSR Projects

When it comes to NSR publishing, three platforms stand out: Itch.io, DriveThruRPG, and Kickstarter. Each has its strengths, and their differences are captured in the table below:

The numbers tell an interesting story. For instance, indie publisher Ian Yusem reported that his sales on DriveThruRPG were about 30% higher than those on Itch.io, even though he actively promoted his Itch.io storefront as his primary platform. This highlights DriveThruRPG’s broader reach and promotional advantages despite Itch.io’s more creator-friendly fee structure.

"DriveThru's platform simply offers better (or rather, any) promotional and discovery tools to a seemingly much larger RPG user base, but I'm glad to funnel direct traffic to itch given their much lower cut."

Another perspective comes from RPGnet member Octiron, who noted the following:

"I have found that Itch.io gets more and better ratings, comments, and interaction, while drivethru gets more sales."

For creators focusing on physical products, the dynamics shift significantly. One indie RPG publisher saw their direct physical sales grow by an astounding 1,300% in 2021, even though their digital sales barely doubled, despite tripling the size of their digital catalog. These differences highlight the importance of tailoring your strategy to each platform’s strengths.

Platform-Specific Content Tips

Success on each platform depends on how well you adapt your content and pricing strategy to its unique audience.

• Itch.io: This platform thrives on accessibility and community engagement. Its pay-what-you-want model aligns perfectly with NSR projects, offering flexibility and a direct connection with supporters. Participating in game jams or community events can also help you connect with a passionate, indie-focused audience.
• Kickstarter: To succeed here, you need to present a clear, exciting vision that builds early enthusiasm. Physical rewards - like custom dice, art prints, or limited-edition zines - can make your campaign stand out. A great example is Nochi Studio’s Sweetcore Brews, a dating sim that was fully funded in 2024 by combining physical rewards with playable AR scenarios.
• DriveThruRPG: This platform shines with its promotional tools and email marketing capabilities. Building an email list through DriveThruRPG can be a powerful way to promote future releases and sustain long-term engagement.

Many successful creators use Kickstarter to secure initial funding, then transition to Itch.io and DriveThruRPG for ongoing sales and audience engagement. Tailoring your approach to each platform’s strengths can help you maximize your project’s reach and impact.

NSR-Style Visuals and Writing

Take a bold leap into creativity by embracing an experimental approach to visuals and writing that challenges the norms of traditional RPG design. This style thrives on inventive ideas and a do-it-yourself ethos, reflecting the movement's focus on imaginative storytelling and collaboration. Your game's visuals and narrative should embody this spirit of originality.

NSR Visual Style Elements

The visual identity of NSR (New School Revolution) steps away from the polished, conventional designs often seen in traditional TSR-style RPGs. Instead, it leans into the raw, edgy aesthetic of "artpunk" and "DIY D&D." This approach prioritizes unique, handmade-looking layouts and imagery that feel personal and unconventional. It's all about making bold design choices that stand out and create a memorable impression.

A prime example of this philosophy is James Raggi's re-release of Geoffrey McKinney's Carcosa in 2011. Raggi explained:

"Carcosa was, in my eyes, the first project demonstrating that the Old School Renaissance didn't have to be about preserving and fetishizing the past - it could be about building something new and daring without losing the old school ethos or the old school rules. The best of both worlds."

This kind of visual experimentation isn't just for show - it lays the groundwork for dynamic storytelling and immersive gameplay.

Tools for Player-Driven Stories

When it comes to writing, NSR prioritizes exploration and emergent storytelling over rigid rule structures. The goal is to craft content that inspires creativity and allows players to shape their own narratives. By focusing on evocative details, you can create frameworks that encourage collaborative worldbuilding and open-ended storytelling.

For instance, Grimwild excels at this by providing tools that support emergent narratives and encourage players to co-create their worlds. To achieve this, design mechanics that are flexible and open to interpretation. Let players use these tools in ways you might not anticipate, making each gaming session unique and personal.

This approach transforms your game into a platform for creativity, where the story evolves organically through player interaction.

Open Licensing for Community Building

Open licensing is a powerful way to build a creative and collaborative community around your work. It ensures that your rights are protected while also inviting others to remix and expand upon your ideas.

Consider using the CC-BY 4.0 license, which allows others to use your work freely as long as they provide proper attribution. If your project includes game mechanics, you could separate them into a System Reference Document (SRD) and license it under CC-BY 4.0. Alternatively, the ORC (Open RPG Creative License) is another great option, especially if you want derivative works to remain under the same open terms.

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NSR Community Marketing Tactics

Connecting with the NSR community means moving beyond traditional marketing and focusing on building real relationships. The NSR audience values openness, creativity, and mutual support, making authentic engagement a key strategy for success.

Join NSR Communities and Forums

Dive into NSR spaces like /r/NSRRPG on Reddit or NSR-focused Discord servers. Show up not as a promoter but as a participant. Share your thoughts, ask about others' projects, and contribute to discussions in a meaningful way. This builds trust and demonstrates your genuine interest in the community.

Offering free, NSR-related content - like blog posts, videos, or newsletters - can help you establish credibility without coming across as overly promotional. Over time, as you consistently provide value, people will naturally take an interest in your larger projects. Timing is everything here: share your work when it fits naturally into conversations, rather than forcing it into unrelated discussions.

Work with NSR Content Creators

Collaborating with NSR-focused creators - whether they’re YouTubers, podcasters, or bloggers - can amplify your reach while strengthening community ties. The NSR scene thrives on mutual support, and building genuine, give-and-take relationships is essential.

Social Content Specialist Mellaine Black highlights the importance of engaging authentically:

"Taking part in the online gaming community on social media is a great way to immerse yourself and build genuine connections, which can later be a valuable network. Not only will they be able to promote your game, they'll want to, because you add value to the community and their experience just from your contributions."

Supporting creators can be as simple as sharing their posts, commenting on their work, or offering skills like art or editing. These small gestures can lead to stronger partnerships that benefit everyone involved.

Marketing professional Daniel offers practical advice for working with creators:

"Thank people who talk about your RPG online. Engage with creators who host podcasts or livestreams... be genuine and engage them as you would an associate or friend. See if they're interested in participating. And, give them free product - if you have product to give already. If not, simply engage with them across your social media channels and help give them a signal boost."

He also emphasizes the collaborative spirit of the NSR community:

"The one mistake people oftentimes make about the #ttrpg industry is that we're all in competition with one another. There is no competition, and as the tide rises, all boats rise."

This collaborative mindset not only strengthens relationships but also creates opportunities to develop content that resonates with all NSR players.

Create System-Neutral Content

System-neutral content, like universal monster stats or flexible adventure hooks, is a great way to appeal to a wider audience. By designing materials that Game Masters can easily adapt to any campaign, you demonstrate a deep understanding of NSR’s emphasis on flexibility and creativity.

Focus on evocative descriptions and unique character behaviors rather than overly detailed mechanics. Adventure hooks that encourage exploration, mystery, and player-driven choices are especially popular among NSR players. Scenarios should be simple to adapt to any setting while maintaining a strong emphasis on emergent storytelling.

Elements like locations, NPCs, and factions work best when presented without system-specific rules. Paul DuPont, a seasoned RPG creator, explains it well:

"People don't buy a game because of the system, they learn the system because they bought the setting."

This insight highlights the importance of crafting materials that are compelling and easy to adapt. By focusing on intriguing premises and giving players the freedom to customize, you can attract a broader audience while staying true to the NSR community’s values of creativity and adaptability.

Specialized NSR Distribution Channels

Expanding your reach within the NSR community requires more than just mainstream platforms - it calls for targeted strategies through specialized distribution channels. These outlets not only improve visibility but also connect you directly with an audience that's already engaged with indie and small press TTRPGs.

NSR-Focused Retailers

Specialized retailers play a critical role in showcasing indie and small press TTRPGs, making them a natural fit for NSR creators. Here are a few standout options:

• Exalted Funeral: Known for its focus on Old School Renaissance games, Exalted Funeral features a robust catalog that includes popular titles like Mausritter and Ultraviolet Grasslands. It's a trusted hub for NSR fans and creators alike.
• Indie Press Revolution (IPR): Dedicated exclusively to small press and indie tabletop games, IPR offers a curated selection of unique titles. As of May 23, 2025, their catalog includes Kobolds Ate My Baby the Orange Book by 9th Level Games ($24.99), Mazes Fantasy Roleplaying by 9th Level Games ($39.99), and Lighthouse at the End of the World by Bannerless Games ($15.00). Their transparent inventory system ensures creators know how their products are being managed.
• Tabletop Bookshelf: A trusted name in indie and small press TTRPG sales, Tabletop Bookshelf offers titles like VOID 1680 AM by Bannerless Games ($14.95), Whispers in the Walls by Pandion Games ($14.95), and Eat the Reich - Neon Green Edge Reprint by Rowan, Rook and Decard ($29.95). The inclusion of community reviews on their site helps build credibility and foster engagement.

These retailers not only understand the NSR market but also offer better customer service and marketing support compared to larger platforms. Their focus on indie creators means your work is more likely to get the spotlight it deserves. Additionally, physical events and curated submissions can further elevate your project's profile.

Indie Gaming Events

Gaming conventions are invaluable for connecting with your audience and showcasing your game. However, success at these events requires careful planning and strategy.

Start by networking with key speakers, booth holders, press, and influencers through social media ahead of the event. Bring well-designed business cards and have clear goals for what you want to achieve.

During the event, focus on building genuine relationships. Prepare a concise introduction of your project and use visually engaging elements to draw attention. After the event, follow up promptly - ideally within 24–48 hours - and organize your contacts into categories: thank-you connections, potential collaborators, and key influencers.

"If you don't have a systematized and automated Keep in Touch Strategy in place, you may, as the old saying goes, leave a lot of business on the table."
– Michael Port, author of Book Yourself Solid

This follow-up process is often more impactful than the initial meeting itself, turning in-person interactions into lasting connections that can be nurtured through online channels.

Curated Platform Submissions

Platforms like Itch.io offer excellent opportunities for increasing your project's visibility, especially when you make curated submissions. For example, submitting to the TTRPG Games Directory's NSR category with a concise, compelling description can make your project stand out.

In addition to directories, consider submitting your work to NSR-focused newsletters and blogs. These outlets have dedicated audiences actively seeking new content. Take the time to research their submission guidelines and tailor your approach to each platform.

The strength of curated platforms lies in their editorial oversight. Getting your project accepted often serves as an endorsement, boosting your credibility with potential customers. This kind of recognition can be far more impactful than promoting your work on larger, less targeted marketplaces.

Key Marketing Tips for NSR Success

Once you’ve established the right distribution channels, it’s time to focus on marketing strategies that resonate with the NSR (New School Revolution) audience. This community values authenticity, creativity, and meaningful engagement, so your approach needs to reflect those principles.

Understand your audience. Pinpoint who your game appeals to, grab their attention, and show how it aligns with their interests. NSR players often prefer games that reward skill and creative problem-solving over character optimization. Use surveys and direct feedback to understand their preferences, then craft marketing campaigns that highlight challenges, encourage lateral thinking, and showcase system-neutral content that works across various NSR games.

Provide real value to the community. As McCoy puts it, "be a gift". Share free resources, participate in forums, and support other creators in the NSR space. Collaboration is the heart of this community. Helping others often leads to mutual support, which can amplify your project’s reach and impact.

Plan your launch carefully. Timing is everything when it comes to marketing in the NSR scene. Will Sobel from Green Ronin Publishing emphasizes, "The biggest mistake new designers/publishers make is the timing". A well-timed, concentrated launch can create momentum and lay the groundwork for strong, long-lasting connections within the community.

Build connections with other creators. Promote their work and seek out opportunities for collaboration. Regular partnerships with emerging creators can strengthen the sense of community while benefiting everyone involved.

Adopt the Amanda Palmer approach. This method is all about broad support: "You make the same amount of money getting 1,000 people to give you ten dollars as you do getting ten people to give you a thousand dollars." This philosophy has fueled the success of indie Kickstarters like Mothership, which raised $1.4 million from approximately 15,500 backers.

Establish a consistent brand identity. Cecil Howe from RPG Maker advises, "The more you put out, and the more consistently 'you' the things you put out are, the more repeat customers you're going to have and the more high-ticket customers you have". A strong, recognizable brand builds trust and keeps NSR players coming back for more.

The NSR community thrives on genuine interactions and creative ideas. To succeed, focus on forming meaningful relationships, engaging actively in discussions, and delivering content that challenges traditional gaming conventions. In the end, marketing to this audience is less about pushing a product and more about fostering a sense of community.

FAQs

What are the main differences between Itch.io, DriveThruRPG, and Kickstarter for NSR creators, and how do I choose the right platform for my project?

Choosing between Itch.io, DriveThruRPG, and Kickstarter depends on what you’re aiming to achieve and how you plan to connect with the NSR audience:

• Itch.io works well for indie creators who want flexibility and a focus on community. You can fully customize your storefront, but post-launch sales tend to drop off quickly, and the platform’s search tools aren’t the most robust.
• DriveThruRPG gives you access to a larger audience and offers better potential for steady, long-term sales. While it’s great for visibility over time, the platform itself doesn’t offer much in terms of customization.
• Kickstarter is perfect for launching new projects and raising funds upfront. That said, success here hinges on strong pre-launch marketing to build excitement and gather backers.

Your choice will depend on your priorities - whether it’s fostering community, maintaining visibility over time, or securing initial funding. Many creators opt to use a mix of these platforms to get the best of all worlds.

What are the best ways for indie creators to connect with the NSR community and promote their tabletop RPGs?

To connect with the NSR community and shine a spotlight on your tabletop RPG, start by building genuine relationships in online spaces where RPG enthusiasts gather. Dive into social media groups, join Discord servers, and participate in forums dedicated to RPGs. Share your love for the game by jumping into conversations, asking for feedback, and contributing thoughtful insights that resonate with the community.

You can take it a step further by creating content that showcases your expertise and enthusiasm. Think blog posts, live streams, or podcasts that highlight your passion and knowledge. Platforms like Kickstarter or Itch.io can help you reach a larger audience, especially if you offer exclusive content or team up with other creators for collaborations. Stay active by providing regular updates, keeping communication open, and responding to fan feedback - this helps build trust and keeps your audience engaged.

By staying active and truly connecting with the community, you’re not just promoting your game - you’re building lasting relationships with players and creators who share your passion.

How can I create system-neutral content that matches the NSR audience's love for creativity and flexibility?

To connect with the NSR audience, focus on crafting system-neutral content that sparks creativity and works seamlessly across different play styles. Think of tools and frameworks that are modular - easy to slot into various game systems. This approach gives players the freedom to tweak and shape the material to match their preferences, making it feel personal and exciting for a broad range of players.

Bring your content to life with compelling storytelling and eye-catching visuals. Use vivid descriptions, flexible mechanics, and open-ended guidelines to ignite players' imaginations. By emphasizing creativity and adaptability, you’ll create content that resonates with the NSR community, inspiring a shared enthusiasm for inventive and engaging gameplay.

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