These are a set of customer profiles I designed to help with creating marketing material for TTRPGs. The idea is that you pretend you’re talking to one of these profiles instead of a faceless conglomerate audience. They should help you adjust your message based on which profile you’re targeting with a particular piece of media.
The customer profiles I’ve designed are somewhat modeled after player motivation types presented in different DMGs. D&D’s 4e DMG 1 lists eight motivation types, Actor, Explorer, Instigator, Power Gamer, Slayer, Storyteller, Thinker, and Watcher*. Eight customer profiles is too many. In most cases you want 2-4, so I’ve condensed them into four. It should be noted that many people have a hybrid profile, being primarily one type of customer with a secondary profile in another type.
*The Watcher doesn’t get included in the customer profiles because people within that motivation type are passive consumers of TTRPG products. They don’t care and marketing to them won’t be as effective as other motivation types.
Greg Grognard
- Most aligned with the Explorer and Thinker motivation types
- Been playing RPGs for several decades
- Typically male at least 50 years old
- Enjoys engaging with the game as a challenge for the player, not the character
- Grumpy disposition towards narrative and plot-driven games
- Prefers hexploration or dungeon crawl games
Francie Feminist
- Most aligned with the Actor, Instigator, and Storyteller motivation types
- Prefers narrative games that emphasize roleplaying and drama over combat
- Values inclusivity, safety mechanics, and consent tools
- May advocate for better table culture, player comfort, and clear communication to resolve disputes
- Enjoys characters with strong personalities and internal moral conflicts
- More likely to use costumes, props, or use character voices to set the scene
Pete Power Gamer
- Most aligned with the Instigator, Power Gamer, and Slayer motivation types
- Typically male teenager or young adult
- Likes to feel powerful in a game
- Rarely GMs
- Enjoys big numbers and powerful effects
- Usually hasn’t tried many systems beyond D&D
Carson Creator
- Most aligned with the Actor, Explorer, and Storyteller motivation types
- Has GMed a few games
- Wants to create something new and grand
- Might want to publish their own content (blog, YouTube, paper product)
- Interested in TTRPGs and the industry surrounding them
- Actively engaged in online discussion groups
- May be frustrated with the rest of their group’s lack of engagement
When using these profiles you should remember that people don’t fit perfectly into boxes. The profiles don’t capture the whole of human experience within TTRPGs. While some people might fit these profiles perfectly, many will have different parts of their personality reflect different profiles.
GoCorral 
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