Thursday, December 29, 2016

Marketing Exploding Kittens and Bears vs Babies

Quick, do you know what product category these belong to?
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If you shouted out games, you win!

At left, Exploding Kittens, a card game that takes about 10 minutes to play. And that's due to the consumer behavior of the target market, players who don't want to spend hours on something like the traditional Monopoly board game or even days playing the even more complex Axis & Allies games. 

Notice the wry humor in the game description: "A card game for people who are into kittens and explosions and laser beams and sometimes goats." Hint, hint, about the target market.

Exploding Kittens wasn't the original name...it was tentatively titled "Bomb Squad" but then the developers were told to make it funny. And they did!

A Kickstarter campaign got the game off the ground with money and, just as important, word of mouth. To date, several million of these games have been sold. The goal is entertainment and interaction between players, not solitaire. Family and friends tell family and friends, and the next thing you know, the game has spread to more neighborhoods. (Sounds like the way Angry Birds got its start, right?)

As another clue to the target market: there's an Apple app version and an Android app version of Exploding Kittens. But the card version is reportedly outselling the app versions. It's a social thing.

Now, from the people behind Exploding Kittens, there's Bears vs. Babies, with more wry humor and the same target market. Target date for introduction is June, 2017, but of course the online fundraising and marketing have been in place for weeks now.

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