Exploding Kittens: Elan Lee. How cat-themed Russian Roulette changed game night forever - How I Built This Recap

Podcast: How I Built This

Published: 2025-12-22

Duration: 1 hr 28 min

Guests: Elan Lee

Summary

Elan Lee, co-founder of Exploding Kittens, shares how a quirky card game idea grew into a massive business through creative marketing and community engagement. The episode explores Lee's journey from working at Microsoft to launching one of Kickstarter's largest campaigns.

What Happened

Exploding Kittens, a wildly successful card game, originated from a simple idea during a Hawaii getaway involving Elan Lee and Matt Inman. Initially conceived as a playful twist on Russian Roulette, the game became a sensation, raising nearly $9 million on Kickstarter, far surpassing the original $10,000 goal.

Elan Lee's career journey is marked by pivotal moments, including working at Microsoft on projects like Xbox and Halo, where he honed his design skills. His fascination with interactive storytelling flourished at 42 Entertainment, where he created alternate reality games that merged storytelling with real-world experiences.

The Kickstarter campaign for Exploding Kittens was a groundbreaking success, setting a record for the most backers at 219,000. Lee emphasizes the importance of treating fans as collaborators, not just customers, creating a sense of community that was instrumental in the game's viral success.

Following the Kickstarter triumph, Exploding Kittens faced the challenge of scaling production to meet demand, needing to produce 700,000 decks for the first print run. Creative marketing strategies, such as a vending machine dispensing random items, helped maintain the game's momentum and expand its reach.

Despite the success, Lee remains mindful of the 'one-hit-wonder' syndrome, as subsequent games like Bears vs. Babies did not replicate the explosive success of Exploding Kittens. However, the introduction of Throw Throw Burrito, which sold 500,000 copies in its first year, demonstrated the company's ability to innovate and sustain growth.

Lee's approach to marketing is deeply rooted in storytelling, with a focus on making games that entertain players through their interactions. This philosophy has helped Exploding Kittens maintain consistent annual sales of $20 million and expand into retail giants like Target, Walmart, and Amazon.

As the company continues to grow, it has diversified into new areas, including potential expansions into TV shows and movies, backed by significant investment. This strategic vision positions Exploding Kittens as a dynamic player in the entertainment industry beyond just board games.

Key Insights

• Exploding Kittens raised nearly $9 million on Kickstarter, vastly exceeding its initial goal of $10,000, and set a record with 219,000 backers.
• The first print run of Exploding Kittens required the production of 700,000 decks to meet demand, highlighting the challenge of scaling quickly after a successful crowdfunding campaign.
• Throw Throw Burrito sold 500,000 copies in its first year, indicating the company's ability to sustain growth beyond its initial success with Exploding Kittens.
• Exploding Kittens maintains consistent annual sales of $20 million and has expanded its retail presence to major outlets like Target, Walmart, and Amazon.