Co-Creator of Exploding Kittens — How to Raise Millions on Kickstarter | Elan Lee

🌰 Wisdom in a Nutshell

Essential insights distilled from the video.

1. Exploding Kittens balances size, convenience, and distribution for game sales.
2. Game design's essence lies in engaging loops and social interactions.
3. Game development involves refining core gameplay loops, simplifying mechanics, and focusing on player experience.
4. Kickstarter success hinges on engagement, not just money.
5. Engage fans through creative content, personalized communication, and empowerment.
6. Positive constraints and player experience drive company success.
7. Learn from failure, take action, and embrace creativity for success.
8. Parent-child collaboration in game development fosters joy and community empowerment.
9. Shipping games requires geographic awareness and planning.
10. In-house production and vertical integration can provide cost advantages and control.

📚 Introduction

Game design and development is a complex and fascinating field that involves creativity, strategy, and a deep understanding of player engagement. In this blog post, we will explore the key insights and lessons learned from the world of game design, including the process of creating successful games, the importance of community engagement, the challenges of game distribution, and the value of taking action and learning from failure. Whether you are a game enthusiast or simply interested in the business of gaming, these insights will provide valuable knowledge and inspiration.

🔍 Wisdom Unpacked

Delving deeper into the key ideas.

1. Exploding Kittens balances size, convenience, and distribution for game sales.

Exploding Kittens, a gaming and entertainment company, has expanded its portfolio to nearly 30 different games with over 20 million games sold in over 50 countries. When designing games, the cost of materials is a consideration, and the company balances size and convenience. Initially, the company focused on direct-to-consumer sales through Kickstarter, but as popularity grew, they started using distributors and getting placement at retailers like Walmart and Target. The company now has a mix of retail, online, hobby, international, and direct-to-consumer sales, with retail accounts for about 60% of their business. When exploding kittens started selling games directly to consumers, they realized that Amazon's search engine and discoverability outperformed their own website. The company leveraged the success on Kickstarter to launch on Amazon, resulting in a surge of orders.

2. Game design's essence lies in engaging loops and social interactions.

The essence of game design lies in creating a core gameplay loop that engages players and fosters social interactions. This can be achieved through various mechanics, such as resource management, trading, or pattern recognition. The game's concept should not be the sole focus, but rather the ability to entertain and facilitate communication. Examples of successful games include D&D, Throw Throw Burrito, Set, and Settlers of Catan, which all offer unique experiences and opportunities for social interaction.

3. Game development involves refining core gameplay loops, simplifying mechanics, and focusing on player experience.

Game development involves refining and play testing, with a focus on creating a compelling core gameplay loop. This loop can be enhanced by elements like punishment and rewards, and by simplifying the game's mechanics. The game should be easy to understand, visually appealing, and entertaining for all players. When considering new game submissions, factors like the game's entertainment value, simplicity, and focus on the players' experience are crucial. The process involves filtering submissions, play testing, and analyzing feedback to refine the game's design.

4. Kickstarter success hinges on engagement, not just money.

The success of a Kickstarter campaign for a game was not solely dependent on the money, but also on the engagement and participation of the backers. The campaign became a celebration of fun and community engagement, with challenges that encouraged participation. When distributing games, it's important to prioritize fulfilling the promise made to backers and not overpromise. Funding milestones for a startup can be different from what is commonly seen, with investors expecting a liquidity event in the future. It's crucial to have a board meeting and work closely with investors to gain new skills and knowledge. Hiring an accountant and CFO is necessary for a healthy company. Investors can provide guidance and support, but it's important to define failure and set milestones. Providing equity incentives to employees is common in startups. It's important to maintain control of the company and not have bosses.

5. Engage fans through creative content, personalized communication, and empowerment.

Creating engaging content and experiences can turn casual fans into super fans and proselytizers, reducing the need for PR marketing. This can be achieved through creative tactics and delivering on promises. It's crucial to avoid making assumptions and actually read through emails, highlighting the actions taken by individuals rather than just the facts. This approach creates a sense of empowerment and community, encouraging collaboration and motivating people to continue working together.

6. Positive constraints and player experience drive company success.

The longevity of a company's success is attributed to the application of positive constraints, such as considering the form factor and complexity of the game, and prioritizing a beautiful and durable box that can withstand long-term use. The company's mantra is to create a delightful experience for players, from the packaging to the game components, believing that if players feel loved and cared for, they are more likely to engage with the game and have a positive experience.

7. Learn from failure, take action, and embrace creativity for success.

Jordan Weisman, a renowned game designer, emphasizes the importance of taking action and learning from failure. He shares his own journey from a poor student to a successful game producer, highlighting the value of perseverance and creative thinking. He also discusses the concept of 'nothing attracts a crowd like a crowd' and 'you've got to violin, I've got to barn, let's put on a show', which are principles that can be applied to various situations. Additionally, he shares an example of how a company successfully marketed a game by leveraging a phone call to Steven Spielberg and creating an alternate reality game. This approach of taking action and being creative can lead to unique and engaging experiences.

8. Parent-child collaboration in game development fosters joy and community empowerment.

The speaker, a parent, realized that kids' games often lack quality and decided to create games with their daughter. They made about 20-30 games together, with a few being really good. The interactions were about celebrating their daughter's wins while the speaker tried their hardest to beat her. They found games that satisfied this criteria and are now planning to release a few of them in retail. The speaker believes in empowering a community through storytelling and creating pockets of joy. They haven't lost their interest in games and see them as a source of dopamine and experiences.

9. Shipping games requires geographic awareness and planning.

The process of shipping games, especially to countries with strict regulations, can be challenging. For instance, in Russia, importing games was illegal, leading to the destruction of games by customs and the marking of them as delivered, despite the backers never receiving them. This highlights the importance of considering geographic constraints and planning ahead to minimize these issues. It's crucial for game designers to be aware of the potential high costs and potential damage during shipping, and to take steps to mitigate these challenges.

10. In-house production and vertical integration can provide cost advantages and control.

When starting a company, it's crucial to consider the cost advantage of in-house production versus outsourcing. Initially, the company outsourced everything, but they decided to learn from the experience and become experts in all aspects. They hired smarter people to fill the gaps and built their own teams in-house. This allowed them to have more control and have interesting conversations with external partners. Being an end-to-end house with vertical integration advantages, they can have unique conversations and make decisions that benefit their business.

💡 Actionable Wisdom

Transformative tips to apply and remember.

One actionable tip for daily life application is to prioritize community engagement and deliver on promises. Just like in game design, building a strong and engaged community around your personal or professional endeavors can lead to long-term success. Take the time to listen to your community, collaborate with others, and follow through on your commitments. By creating a sense of empowerment and fostering meaningful connections, you can turn casual supporters into passionate advocates.

📽️ Source & Acknowledgment

Link to the source video.

This post summarizes Tim Ferriss's YouTube video titled "Co-Creator of Exploding Kittens — How to Raise Millions on Kickstarter | Elan Lee". All credit goes to the original creator. Wisdom In a Nutshell aims to provide you with key insights from top self-improvement videos, fostering personal growth. We strongly encourage you to watch the full video for a deeper understanding and to support the creator.