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I recently chatted with Aldo Ghiozzi, owner of Impressions Advertising & Marketing and the architect behind Free RPG Day. We talked about how Free RPG Day got started, how stores, publishers, and customers can participate, and where he sees role-playing games in the near future.
MT: How did Free RPG Day get started?
AG: It is actually a pretty funny story, but you had to be there to appreciate it. The idea was that of Joseph Goodman from Goodman Games (as he is a client of our distributor services). He happened to be in the SF Bay Area for family so we met for lunch to go over the usual two-dozen game business ideas we have every month...one of which was his idea for "Free Adventure Module Day". I laughed and told him, "Let's just call it Free RPG Day." We modeled things after Free Comic Book Day, so beyond a few minor changes because of the gaming market, that was that.
MT: How does a store participate in Free RPG Day?
AG: They pay. Year 1 it was $40, year 2 it was $90 and this year it was $65. The dollar amount is based on an approximate cost of $0.50 per item in the kit. The cost covers shipping, the packing time, and support materials for the retailer (website, postcards, et. al.) Some may say it is interesting that retailers pay for an event with the word "free" in it, but the idea is that the cost for the event is to help the stores generate more sales and foot traffic in the store.
MT: If I'm a publisher, how do I participate in Free RPG Day?
AG: Publishers just have to commit to printing "X" amount of giveaways. That changes every year. There were different levels this year that equaled 1, 3, 5, 10 or 15 per box.
MT: I know a store that doesn't participate in Free RPG Day but should (like half the hobby stores in Connecticut). How can I help as a customer?
AG: Since a retailer has to pay for the event, the most a customer can do is beg their store to spend the money...and this is probably 40% of the reason a store gets in touch with us. We have our own mailing list, but once consumers start hearing about it, they are the ones that influence the store to make the decision. In the end though, it is the retailer's $65 and they are the ones that have the final say.
MT: How was Free RPG Day in 2009?
AG: Even with the reduced amount of stores, I still think it was a success. Even if only 10 stores signed up, I think anything that helps to inspire consumers to walk into a game store and start playing qualifies as successful.
MT: Can PDF publishers participate in Free RPG Day?
AG: Nope. I'm sorry to say, but this event is only for brick and mortar retailers, thus, only for publishers who are willing to publish printed product. We've been approached by RPGNow.com/DriveThruRPG.com about doing something, but the crux of Impressions business is through brick and mortar retailers so those are the ones we are going to push this through. And take special note, NOTHING in our rules for Free RPG Day says a publisher cannot take their printed product and put it out as a PDF...Most of them do...and we encourage it...just not until the Monday after the event.
MT: Anything else you'd like to share?
AG: Everyone likes to think/want this event to inspire new gamers to get into RPGs, but unfortunately, I don't think that will happen for two reasons...One, Impressions is a small company in the grand scheme of things, and two, RPGs are just not mainstream material. My hope with the event is that we either a) get hardcore gamers to game even more, or b) get former RPG gamers to get back into it.
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