Exploding Kittens asked for $10,000 in 2015, hit it in eight minutes and finished with $8,782,571 from 219,382 backers. It set the Kickstarter record for most backers.
The numbers
| Goal | $10,000, reached in eight minutes |
| Day 1 | About $1.33M from nearly 35,000 backers |
| Day 7 | 103,000+ backers, a Kickstarter record |
| Final | $8,782,571 from 219,382 backers (ended 19 February 2015) |
Why it worked
1. An audience that already loved the art
The game was illustrated by The Oatmeal, a webcomic with a large following. Fans had a reason to back on day one.
2. A low price point
A card game is an easy pledge, which explains the record number of backers compared with the total raised.
3. Achievements instead of stretch goals
Instead of adding more stretch goals, which can delay production, the team created “achievements”: fun tasks for backers to complete, which unlocked rewards. It kept the community busy and the product unchanged.
4. Video on YouTube
Smosh Games filmed the first playtest on YouTube, reaching gamers outside the webcomic’s audience.
Our take
- Borrow an audience through partners, creators and communities.
- Don’t let stretch goals break your production plan. Engagement can come from the community instead.
- Low-price products win on backer count; use that count as social proof.
Apply it to your launch
- Partner with a creator, brand or community that already has your audience.
- Get your product filmed or reviewed by creators in your niche before or at launch.
- Use backer challenges or community goals instead of costly stretch goals.
- Keep your entry-level pledge low to maximise backer numbers.
- Show the backer count everywhere: it’s your social proof.
How it compares with other record campaigns
| Campaign | Platform | Year | Raised | Backers | Goal |
|---|---|---|---|---|---|
| EufyMake E1 (Anker) | Kickstarter | 2025 | $46,762,258 | 17,822 | $500,000 |
| Brandon Sanderson | Kickstarter | 2022 | $41,754,153 | 185,341 | $1M |
| Pebble Time | Kickstarter | 2015 | $20,338,986 | 78,471 | $500,000 |
| Snapmaker U1 | Kickstarter | 2025 | $20,161,265 | 20,206 | n/a |
| Coolest Cooler | Kickstarter | 2014 | $13,285,226 | 62,642 | n/a |
| Flow Hive | Indiegogo | 2015 | $12M+ | ~25,000 orders | A$70,000 |
| Exploding Kittens | Kickstarter | 2015 | $8,782,571 | 219,382 | $10,000 |
Totals at campaign close. Some campaign pages now show more, from pledges taken after the campaign ended.
More breakdowns in our campaign teardowns.
Frequently asked questions
How many backers did Exploding Kittens have?
219,382, a Kickstarter record at the time, raising $8,782,571.
What were Exploding Kittens achievements?
Tasks for backers that unlocked rewards, used instead of stretch goals so production wasn’t delayed.
Planning a launch like this? We have run Kickstarter and Indiegogo marketing since 2015 and helped creators raise $150M+. Book a free discovery call or see our Kickstarter agency service.
Sources
Free: Kickstarter launch checklist
Everything to do in the 12 weeks before launch, on launch day and after. Two pages, free.
Kickstarter promotion services
The five channels that fund campaigns, and what to avoid.
More tips & advice
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