Notes on D&D Meetup Group Experiment

Meetup jacked up its subscription costs (174%!) so I cancelled my own sub, our game group as a whole sees no value in paying for one and the thing apparently drifted from my hands this past midnight. This seems like a good point to do a post-mortem - for all that it may stagger on another month as it auto-pings all the members looking for someone else willing to stump up to take the group over.

The group was conceived in a moment of seeking to get the word out and test whether we could pull of a significant expansion, sufficient to justify the running costs of the formal club structure here in Austria - bank accounts, chairfolk, book-keeping, all that jazz. We figured we needed to bump our regular attendees from ~25 to ~120 to bear the kinds of costs associated with having our own venue and all that. At that point we had not done anything, just had our forum and welcomed anyone who found us. This was an experiment in getting the word out to see what might happen.

We were blessed with two tailwinds, one foreseen, one not - the D&D movie and Baldurs Gate 3. We figured there would be a bunch of folk looking to try D&D following those so we initially set up the 'Night of the Rolling Dice' for after the movie - a ten table session for beginners - and created the meetup group. As you can see below, numbers went up like a rocket. We got 60 sign-ups, 45 of whom showed up, a good time was had. Then we did it twice more - once to capitalise on Baldurs Gate 3 and a last the following February to see if we had the process down to a low-friction playbook.
Each time we launched and event, typically ~ 60 days beforehand, we got a kick of new members into the Meetup group.

The folk who came to the Nights of the Rolling Dice occassionally showed up at our regular nights - 2-3 out of each batch of 45. Our open nights were what we were really trying to grow, getting those weekly Friday night open table games up. After the second one we started to slam the capacity of our venue and fished around a bit for another site. With two sites we could continue to grow and from there ramped up to... almost double our size. Almost.

I took over stewardship of the meetup group after the second event and started to block in our regular Friday night sessions into the Meetup group so people could see there would be a game a few weeks out rather than just ~4 days beforehand. We know people came in through these Meetups because we had regular deconfliction problems between both folk who signed up on the Meetup and no-showed and folk who rocked up to the events without mentioning on the sign-up thread that they were coming. Again, a fair few people said they found us through Meetup but only a handful on any given week.

Even once we restricted attendance, the 'out weeks' were not filling up with lots of folk - no indication that telegraphing that these were regular games that happened every Friday was making any difference to folk beyond an isolated case or two.

Overall the Meetup group probably funneled folk towards us but when I queried the webmaster of our forum, the actual core organising venue for our group, they said that it was mere tens of click-throughs from Meetup versus high hundreds coming off Google.

So all told, the group seemed to attract numbers and where we had big events we could fill them - neither of these converted into people turning up regularly for whatever reasons. Engagement was practically nil from folk who signed up to any mail shots or via the on-site tools beyond a few isolated requests for what was needed for a first timer.

You can probably barely see at the tail end of the top graph, the curve flattens out. This matches to when I stopped booking in events on the calendar, about a month ago when I decided to cancel the sub - having events on the calendar does bring people into the group, but having them in the group does not seem to do much for you.

All told, I am sure we got a few people into our group through Meetup because I have heard people say it - all of the metrics otherwise say it was a waste of time and certainly not worth ponying up extra cash. When I pulled the plug on it, the immediate response from Meetup was 'we have made it easier to charge your members dues!' which is just mean passing the corporate screw-over down the line. The main thing that changed that I can see between this year and last is they slapped on a bunch of AI tools for auto-generating events which is a completely unhelpful - you don't need randomly generated events, you need to just get the details right and up there. That and getting taken over by 'Bending Spoons' who also took over Evernote and also jacked up the prices there by a giant amount.

So, for us, nothing useful was added to a service that was not core to our operations, I had taken a punt laying down a subscription in the first place to see if it unlocked some large untapped pool of potential players - so all the above and near double the price was not worth it. We already have our venue charge, small and reasonable. The idea of layering on charges to pay off some corporations random price hikes? Not happening, not rewarding corporate bad behaviour like that.

All told, we tested the potential for fast growth and managed to get to double on a good day - I think proving up there was some growth potential for us but not massive x6 amounts. I am intrigued as to whether we will continue to get new folk wandering in once the Meetup evaporates; I reckon yes but let us see.