Marketing Co-Operative Proposal: Introduction and Proposal

As mentioned in earlier posts, I have put together a “white paper” on how publishers might form a marketing co-operative. This post includes the introduction and core proposal. I’ll post Parts 1 & 2 in later posts.

This is a DRAFT. It is not in final form, and not edited much so far. In fact, I’m still writing part 2. It also means I’ll likely edit the post as thoughts and feedback arrive.

But, I think it worth posting the intro and Part 1 now so that I don’t delay much longer.


Creator-owned role-playing game (RPG) publishing (a.k.a. “indie” publishing) defines as its central tenet that: The creator(s) of a game product owns the majority of the product’s intellectual property and has ultimate responsibility for key business decisions for the product, including publishing decisions regarding distribution.

This definition of creator-owned publishing implicitly leaves marketing decisions in the hands of the owner. For example, decisions about distribution are key marketing decision.

However, such decisions need not be performed by the creator-owner for the publisher to maintain its operational goals (which are self-defined and often relatively modest). In that sense, marketing services are roughly analogous to other services used by creator-owned publishers. Many creator-owned publishers hire independent graphic design and illustration or art services from other individuals (or simply benefit from such individuals’ generosity). These creative services also impact marketing decisions, namely the product design.

In short, there is nothing definitional in the movement of creator-owned publishing that excludes marketing services conducted by individuals or firms distinct from the creator-owner.

And yet, to date, the vast majority of creator-owned publishers rely (understandably) on their own individual efforts. This proposal contends that this effort is largely wasteful. It prevents creator-owners from achieving greater levels of success, and absorbs resources and time that most would rather spend on other more rewarding creative efforts.

Indeed, because of this conflict of resources and rewarding efforts, many creator-owners perceive a dichotomy between creative efforts and marketing. Again, this proposal contends this is a false dichotomy that also prevents publishers from achieving greater levels of success. Compartmentalizing “marketing” as a process distinct from other creative efforts is a serious mistake.

Caveat: What This Proposal is Not

The preceding paragraphs may pose a challenge to assumptions or values held among creator-owned publishers. However, this proposal is not a condemnation of all creator-owned publishing. It is not a universal critique to all creator-owned publishers. As noted above, success among creator-owned publishers is self-defined. This proposal supports and respects this value, with a firm understanding of the history and purpose of that value.

This proposal does not claim to be the sole means to achieving greater levels of success. It focuses on a set of marketing strategies and distribution of resources among cooperating publishers. Many other strategies are possible, of course.

To be clear:

  • No publisher must achieve greater levels of success.
  • This proposal makes no claim as the sole means to achieve greater levels of success.

Small Press Publishing

This proposal defines small press publishing as small-scale RPG designers and publishers which include significant creative materials not own by the creator (e.g. freelance writers), and/or operations where key decisions (about publishing and distribution) are not made by a creator-owners. Such publishing is also frequently called “indie” RPGs.

While small press publishing allows for greater diversity of marketing and design work than creator-owned publishing, in practice its small scale – and usually small team of individuals – results in similar resource limitations.

Therefore, this proposal also includes small press publishing, and suggests such operations are also likely to benefit.

Proposal: Marketing Co-operative

This paper proposes co-operative marketing entities owned and operated by the role-playing game publisher members (and, possibly, non-publisher associate members). The primary goals of the co-operative are:

  1. Increase sales for publisher members;
  2. Expand the reach of “indie” RPGs to other hobbyists;
  3. Free up resources and time for publisher members;
  4. Provide players simpler means to discover, purchase, and play members’ RPGs.

The following sections propose the general concepts for membership and operations. And, these sections outline marketing strategies. Finally, additional items suggest possible expansions of co-operative’s scope.

[ Continue to Part 1: Membership ]

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