Case Study: Exploding Kittens - When Simple Meets Viral Magic
- Naveed Nawal
- Oct 2
- 3 min read
A Card Game That Blew Up Kickstarter | Cat Mayhem | Community First | Record Breaker
THE BACKGROUND
Sometimes genius lies in simplicity. In 2015, a humble campaign appeared on Kickstarter with a modest goal of US$10,000: Exploding Kittens. Created by Elan Lee, Matthew Inman (of The Oatmeal), and Shane Small, the game promised a light-hearted, fast card game built on one core loop: draw a card, don’t draw the exploding kitten, survive with clever plays. It was quirky, absurd, charming, and instantly shareable.
From the start, they leaned into humour and personality. The campaign didn’t feel like a pitch - it felt like a joke you wanted to be in on. With Inman’s unique art style, playful writing, and a strong sense of community, the project invited people not just to buy a game but to be part of its playful chaos. The campaign tapped into virality and community, not just as marketing, but as part of the game itself.
OUR APPROACH
From day zero, the creators made transparency and playfulness central to the campaign. They didn’t just sell a card game; they invited people into the world and the personality behind it. The creators treated the campaign itself as part of the experience. This core philosophy shaped their approach.
They launched with a realistic goal so early supporters felt valued, but set up a structure for achievements, not rigid stretch goals, so additional content would not delay delivery. As pledges grew, new “achievements” were unlocked: upgraded storage, bonus expansions, a stand-alone NSFW edition, upgraded packaging, bonus decks, and extra surprises. This kept momentum without overpromising.
They tapped into the gaining virality and embraced community stunts and participation: fans were encouraged to dress in cat ears, post photos, and share memes with the campaign. These stunts weren’t afterthoughts - they were woven into the campaign narrative and helped the campaign spread like wildfire. All along, they kept backers in the loop with updates, sketches, art, and behind-the-scenes insights, showing that this was not a faceless product but the labour and love of creators.
Their design ethos also remained consistent: the game needed to stay accessible, fast to learn, and replayable - not bogged down by complexity. They trusted that the aspects of “exploding cats + defuse cards + humour” were strong and scalable, and built additions around that, not away from it. Hence, they kept mechanics simple, kept the experience playful, and let the personality carry it. They focused on polish, art, and humour to make the core loop shine.
TOTAL BACKERS:
219,382
AMOUNT ACHIEVED:
US$8,782,571 / US$10,000
PERCENT OF GOAL:
87825%
THE RESULTS
Exploding Kittens blew past expectations. From that modest goal, it raised millions thanks to the support of thousands of backers, becoming (at that time) the most backed Kickstarter project in history.
The campaign didn’t just sell a card game - it seemingly launched a movement. It grew into a full brand with multiple spin-offs (e.g. Throw Throw Burrito), retail versions, and a community that still identifies as backers. Even today, the explosion meme, the cat imagery, and the tone of playful irreverence are part of its identity. What made it stand out wasn’t just how much they raised, but rather how they raised it: with humour, transparency, and trust. Backers felt like co-pilots, not buyers. That, as well as the fulfilment of campaign promises and consistent communication even after 8 years of campaign success, built loyalty beyond the campaign.
Exploding Kittens teaches us that a simple, well-executed idea can outgrow expectations if you wrap it in story, community, and consistent personality. Don’t overcomplicate your core; let people in, be playful, deliver quality. And remember: backers are believers when they feel seen, heard, and involved.
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