评论
打印
What we were really trying to raise was a crowd.
我们真正想拉拢的是一大群人。
If you look at the Exploding Kittens Kickstarter page, you’ll notice a few things.
如果大家浏览Kickstarter上面《炸弹猫》的页面，大家就会注意到几个问题。
There aren’t a lot of options for money. A few tiers, that’s it.
上面并没有很多档众筹金额可供选择，只有很少的几档，就这些。
But there are a ton of rewards they invented, without money in mind.
但他们发明了大量不涉及金钱的奖励，
They’re as random as Exploding Kitten Beard Cats.
这些奖励就像《炸弹猫》出现的位置一样难以预料。
They made people do stuff to unlock rewards. 10 Batmans in One Hot Tub.
参与者要做活动才能解锁这些奖励，一个浴缸装着10个蝙蝠侠。
What the hell does that even mean? Who would possibly do that?
这什么鬼？谁会做这个？
Here’s an awesome 3d printed model they got back in response.
这是他们收到的一个3D打印模型。
In return, Exploding Kittens unlocked features, like a fancy hinged special edition box that...“Meow.”
然后就能解锁一些功能，比如一个很酷的会发出“喵”的声音的限定版
Yes, meowed when backers opened it.
没错，当参与者打开它的时候就会发出“喵”的声音。
They even said “help us build this game” to the community too, because it was part of their crowdfunding strategy.
他们甚至还会告诉参与者“帮我们做出这款游戏” ，因为这也是他们的众筹策略。
This is not a store. This is the place where you don’t build infomercials...you enlist a community.”
这不是一个店面，不是你放信息式广告的地方，而是你召唤一群人的地方。
It’s not money, but engagement, that drew them back to crowdfunding for their second game, even though there are risks.
吸引他们再次回到众筹平台的不是钱，而是参与，即便为此他们需要冒很大的风险。
We had no idea that the phrase, "Exploding Kittens", should ever be trademarked…
我们从未想过《炸弹猫》有一天也会有注册商标的问题。
Once the game hit day seven or eight on Kickstarter, we realized, ok, we actually do need to worry about this.
我们在Kickstarter上投放了大概七八天之后，我们才意识到，好吧，我们真的要考虑商标的问题了。
And so, I called a trademark lawyer and said hey there's this is probably a thing we have to do now...
所以我就给负责商标注册的律师打了电话，说嘿，现在我们可能得做做事儿了。
and he said, you’re too late, somebody's already registered it. They registered it yesterday.
然后他告诉我，我已经晚了，因为有人已经注册过了，还是头一天注册的。
And it’s so heartbreaking. Crowdfunding allows competitors to see the future.
太让人崩溃了。众筹能让竞争者预见未来。
A year later, and many lawyers later, and so much time later, we finally had the rights back.
之后我们找了很多律师，花了一年的时间，打了很多次官司，终于才把商标权要了回来。
Because as long as you can prove prior art and prior commerce, and all these things...
因为只要我们能证明我们当前的技术和商业往来之类的东西就能要回来
But, so many people have to work on that.
但是还是耗费了相当多的人力。
The popular Fidget Cube faced a similar problem.
人气很高的《解压魔方》也遇到了类似的问题。
They raised millions of dollars, but debuting on Kickstarter forced them to give up an element of surprise.
他们筹大了几百万的资金，但投放在Kickstarter使他们的产品少了一些惊奇。
In Shenzhen, there were Chinese copycats of the Fidget Cube that hit the market before the fidget cube itself did.
因为在《解压魔方》面世之前，中国深圳已经有了盗版的《解压魔方》。
So, that's just, that's a whole new universe of copying a product that does not exist yet to beat it to market.
所以，这是，这是一个抄袭一个不存在的竞争产品的全新世界。
Yeah, I felt concerned about that. I felt badly for those creators that that happened. And I'm not sure how to stop that.
没错，我也在担心这个问题，发生了这样的事，我为《解压魔法》的团队表示同情，但我也不知道这个问题要怎么解决。
And I think that people will appreciate that fidget cube is the original. And I'm sure they're going to continue to do well.
但是，我觉得人们应该会承认《解压魔法》才是正版，我也相信他们能够度过难关。
But creators of games like Exploding Kittens deal with the risks of crowdfunding
然而，研发《炸弹猫》等游戏的研发团队愿意承担众筹的风险，
and Kickstarter’s 5% fee because it’s worth it for their business.
以及Kickstarter平台规定的5%的费用，因为他们觉得这些都是值得的。
We looked to crowdfunding in general, as a possible way to launch it.
总体来看，我们都把众筹当成了发行游戏的一种途径。
And every site that we played around with and kind of even the people we talked to about it,
我们合作的每个网站以及基本上和我们讨论众筹这个问题的人，
kept looking at the term "crowdfunding" and they kept emphasizing the funding part.
都把目光集中在了“众筹”这两个字上，他们一直强调的都是筹集资金方面的问题。
And we looked at Kickstarter, we started talking to the people that worked at Kickstarter,
我们把目光转向了Kickstarter， 我们和Kickstarter的工作人员讨论的时候，
they really talked us into shifting that....and focusing on the word crowd instead.
他们则转移了问题的焦点，他们更在意的是“众”这个字。
The funding will happen. What you’ve got to do is build the crowd.
他们的概念是：钱会到位的，你要做的就是拉拢足够多的人。
That Bears vs. Babies game that the Exploding Kittens guys took to Kickstarter
《炸弹猫》研发团队后来推出的《熊和宝宝》在Kickstarter上众筹结果如何呢？
They got 85,000 people to come back with them.
这次，他们拉到了8.5万人的赞助。
Exploding Kittens is a beautifully designed box, with well-drawn cards and a funny gimmick.
《炸弹猫》这款游戏不仅包装盒设计得非常漂亮，卡牌也很精致，还有有趣的机关。
But without a crowd and without people, it’s just paper.
但要是没有一大群人来玩这个游戏，它就只是一堆卡片而已。
