#821: My Two-Year Secret Project, COYOTE — The Strategies and Tactics for Building a Bestseller from Nothing with Elan Lee of Exploding Kittens

Overview

This episode dives into the two-year journey behind the creation of Coyote, a fast-paced card game developed by Tim Ferriss in collaboration with Elan Lee of Exploding Kittens. The conversation explores the creative process, game design principles, prototyping, playtesting, and the strategies for pitching and selling a game to major retailers. It’s a masterclass in turning an idea into a bestselling product.

Notable Quotes

- Games should not be entertaining; games should make the players entertaining. — Elan Lee, on the philosophy of game design.

- Constraints are not just critical; they are additive to creativity. — Tim Ferriss, on the power of limitations in the creative process.

- If you can orient your projects around deepening relationships and learning, it’s almost inevitable that you’ll win. — Tim Ferriss, on choosing meaningful endeavors.

🎲 The Creative Process Behind *Coyote*

• Tim Ferriss shared how his childhood love for games like Dungeons & Dragons inspired him to create a game that fosters connection and fun.
  
• The initial concept was refined through multiple brainstorming sessions and sprints, including a pivotal trip to Toronto where the core mechanics of Coyote were born.
  
• Elan Lee emphasized the importance of rapid prototyping, using blank cards and Sharpies to test ideas quickly.
  
• The game evolved from a simple concept inspired by rock-paper-scissors into a dynamic experience with cooperative and competitive modes.
  

🧠 Game Design Principles and Iteration

• Constraints Fuel Creativity: Both Tim and Elan highlighted how limitations (e.g., two minutes to learn, 15 minutes to play) drive innovation.
  
• The Zero Effect: Approach brainstorming with an open mind—don’t fixate on finding one specific solution.
  
• Playtesting is Key: Exploding Kittens uses a secret cabal of 400 families to test games in real-world settings. Videos of play sessions reveal subtle issues, like confusing instructions or moments of disengagement.
  
• Simplify Relentlessly: Remove unnecessary components. For example, Coyote eliminated physical tokens by using cards for multiple purposes.
  

🛒 Selling to Big Retailers

• Line Reviews: Twice a year, major retailers like Walmart and Target evaluate games for shelf space. These meetings are high-stakes and meticulously rehearsed.
  
• Keys to a Successful Pitch:
  
  • Start with a short, engaging demo to hook buyers.
    
  • Use props and videos to convey passion and explain the game’s appeal.
    
  • Highlight a robust social media strategy, as platforms like TikTok are now critical for marketing games.
    
• Packaging Matters: The box design must grab attention and clearly communicate the game’s fun factor. Coyote’s box was tested extensively to ensure it stood out on crowded shelves.
  

💡 Crowdfunding and Licensing for Aspiring Game Designers

• Crowdfunding as a Launchpad: Platforms like Kickstarter allow creators to validate ideas, build an audience, and fund production. Success on these platforms can attract publishers.
  
• Licensing to Publishers: Pitching to established companies like Exploding Kittens can offload production and distribution risks. Expect royalty rates of 2-12% of revenue.
  
• Common Pitfalls: Overly complex rules, poor box design, and lack of player interaction are frequent issues that doom games.
  

🌟 Lessons from Exploding Kittens’ Success

• Hurry Up Chicken Butt, a game co-designed by Elan Lee and his 4-year-old daughter, outsold Exploding Kittens by focusing on universal appeal, simplicity, and fun for all ages.
  
• The team’s iterative process and attention to detail—down to the color schemes of retailer shelves—ensure their games resonate with players and buyers alike.