I hate fucking jerry seinfeld so much, I want to hogtie him, take a small makeup brush and cover him with germs. I want him to scream knowing that every time he opens his mouth he swallows germs.
I've often had a lot of problems telling scary stories at my table, whether it be in d&d or other horror focused games. I personally don't get scared easily, especially around "traditionally horrifying" things so it's hard for me to recreate that experience in others. Likewise, you can't just port horror movie iconography into tabletop and expect it to evoke genuine fear: I've already spoken of being bored out of my mind during the zombie apocalypse, and my few trips into ravenloft have all been filled with similar levels of limp and derivative grimdark.
It took me a long time (and a lot of video essays about films I'd never watched) to realize that in terms of an experience fear is a lot like a joke, in that it requires multiple steps of setup and payoff. Dread is that setup, it's the rising tension in a scene that makes the revelation worth it, the slow and literal rising of a rollercoaster before the drop. It's way easier to inspire dread in your party than it is to scare them apropos of nothing, which has the added flexibility of letting you choose just the right time to deliver the frights.
TLDR: You start with one of the basic human fears (guide to that below) to emotionally prime your players and introduce it to your party in a initially non-threataning manor. Then you introduce a more severe version of it in a way that has stakes but is not overwhelmingly scary just yet. You wait until they're neck deep in this second scenario before throwing in some kind of twist that forces them to confront their discomfort head on.
More advice (and spoilers for The Magnus Archives) below the cut.
Before we go any farther it's vitally important that you learn your party's limits and triggers before a game begins. A lot of ttrpg content can be downright horrifying without even trying to be, so it's critical you know how everyone in your party is going to react to something before you go into it. Whether or not you're running an actual horror game or just wanting to add some tension to an otherwise heroic romp, you and your group need to be on the same page about this, and discuss safety systems from session 0 onwards.
The Fundamental Fears: It may seem a bit basic but one of the greatest tools to help me understand different aspects of horror was the taxonomy invented by Jonathan Sims of The Magnus Archives podcast. He breaks down fear into different thematic and emotional through lines, each given a snappy name and iconography that's so memorable that I often joke it's the queer-horror version of pokemon types or hogwarts houses. If we start with a basic understanding of WHY people find things scary we learn just what dials we need turn in order to build dread in our players.
Implementation: Each of these examples is like a colour we can paint a scene or encounter with, flavouring it just so to tickle a particular, primal part of our party's brains. You don't have to do much, just something along the lines of "the upcoming cave tunnel is getting a little too close for comfort" or "the all-too thin walkway creaks under your weight ", or "what you don't see is the movement at the edge of the room". Once the seed is planted your party's' minds will do most of the work: humans are social, pattern seeking creatures, and the hint of danger to one member of the group will lay the groundwork of fear in all the rest.
The trick here is not to over commit, which is the mistake most ttrpgs make with horror: actually showing the monster, putting the party into a dangerous situation, that’s the finisher, the punchline of the joke. It’s also a release valve on all the pressure you’ve been hard at work building.
There’s nothing all that scary about fighting a level-appropriate number of skeletons, but forcing your party to creep through a series of dark, cobweb infested catacombs with the THREAT of being attacked by undead? That’s going to have them climbing the walls.
Let narration and bad dice rolls be your main tools here, driving home the discomfort, the risk, the looming threat.
Surprise: Now that you’ve got your party marinating in dread, what you want to do to really scare them is to throw a curve ball. Go back to that list and find another fear which either compliments or contrasts the original one you set up, and have it lurking juuuust out of reach ready to pop up at a moment of perfect tension like a jack in the box. The party is climbing down a slick interior of an underdark cavern, bottom nowhere in sight? They expect to to fall, but what they couldn't possibly expect is for a giant arm to reach out of the darkness and pull one of them down. Have the party figured out that there's a shapeshifter that's infiltrated the rebel meeting and is killing their allies? They suspect suspicion and lies but what they don't expect is for the rebel base to suddenly be on FIRE forcing them to run.
My expert advice is to lightly tease this second threat LONG before you introduce the initial scare. Your players will think you're a genius for doing what amounts to a little extra work, and curse themselves for not paying more attention.
Restraint: Less is more when it comes to scares, as if you do this trick too often your players are going to be inured to it. Try to do it maybe once an adventure, or dungeon level. Scares hit so much harder when the party isn't expecting them. If you're specifically playing in a "horror" game, it's a good idea to introduce a few false scares, or make multiple encounters part of the same bait and switch scare tactic: If we're going into the filthy gross sewer with mould and rot and rats and the like, you'll get more punch if the final challenge isn't corruption based, but is instead some new threat that we could have never prepared for.
Sing me the song of your people SOUP!
meow!
Sing me the song of your friends SOUP!
meow!
Sing me a song for the good times SOUP!
meow!
Sing me a song, a song. HEY SOUP!
meeeeoooow!
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