How did Exploding Kittens boost sales?
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Exploding Kittens boosted sales significantly by leveraging several key strategies:
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Transition from Kickstarter to Amazon: After their Kickstarter campaign ended, Exploding Kittens moved their sales to Amazon. The simplicity of Amazon's "buy" button eliminated the additional steps required on Kickstarter and boosted conversions. Additionally, the high visibility and SEO advantages of Amazon increased discoverability and sales. The game's success story from Kickstarter also created a buzz that led to massive orders when it became available on Amazon—reportedly, 20,000 orders in the first hour 1.
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Utilizing Amazon's Recommendations and Algorithms: The sudden surge in sales on Amazon propelled Exploding Kittens to the top of search results and recommendation engines, further perpetuating sales. The initial massive order volume helped the game dominate Amazon's listings, particularly for board games and related searches 2.
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Stretch Goals and Community Engagement: During their Kickstarter campaign, Exploding Kittens used unconventional stretch goals to engage their backers. Instead of asking for more money, they created fun and creative challenges, such as finding a "real Taco Cat" or taking photos of "ten Batmans in a hot tub." This approach fostered an enthusiastic community and created buzz around the game, leading to increased orders without directly focusing on additional monetary contributions 3.
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Leveraging Viral Success: The phenomenal success and unique campaign strategies led to extensive media coverage and word-of-mouth promotion. This story of "you missed the 30-day Kickstarter window, but now it's available on Amazon" created a sense of urgency and exclusivity, driving even more sales when the game was finally accessible on a widely-used platform 1.
These strategies combined to create a perfect storm that catapulted Exploding Kittens to significant commercial success.
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