How I Work The counterintuitive brainstorming rule that made Exploding Kittens a global hit.
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Nov 19, 2025 
Elan Lee, co-creator and CEO of Exploding Kittens, delves into the secrets behind his wildly successful game. He reveals how their innovative 'no, kill it' rule fosters creativity by swiftly discarding weak ideas. Elan discusses transforming casual players into superfans, the crucial role of creative constraints over traditional brainstorming, and defining game success with the simple question: 'Do you want to play again?'. With insights on iterative design retreats and marketing strategies, he shares what makes Exploding Kittens a phenomenon.
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Engineered Early Backer Momentum
- Elan used a Kickstarter preview page with intentional errors to engage influencers and get them to correct and share it.
- That generated early advocates who publicly fixed typos and then promoted the launch.
Games Make Players Entertaining
- Games should make the players entertaining rather than just entertain them passively.
- This dynamic rewards social interaction and creates ownership that turns casual players into superfans.
The Power Of The Core Gameplay Loop
- A core gameplay loop is a simple repeated interaction that drives a game's progress from start to finish.
- Great loops evolve each repetition, increasing tension or reward so players want to repeat them.
