Observations about our Market Segment

Results of the Fluxx Consumer Survey, spring 2007

The 48-question Fluxx Consumer Survey was open at SurveyMonkey.com for two months, in March and April of 2007. It garnered 2417 responses from consumers.

Since 87% of these respondents said Fluxx was either a lot of fun, a great game, or their favorite game of all, with only 2.3% saying they don't actually care for it, it must be recognized that this sampling is heavily skewed towards the viewpoints of people who have a positive -- if not extremely positive -- opinion of Fluxx.

Assorted Statistics

To begin with, here's some quantitative data about our main market segment:

• Fluxx fans are most likely male (71.2%).
• Most (81%) are between ages 18-42, with a third being in the 26-34 year range.
• Most live in the suburbs. Almost 60% live with one other adult, and about a third have 1-2 children living in their household.
• Usually they are smarter, well-educated people, with more than half of the respondents having either graduated or spent time in college (an eighth of the respondents are currently taking college classes).
• Generally they are also "nerdier" people, with 58% readily self-identifying as "computer geeks" (with another 18% saying "no, but..." explanations for how they're not-quite-geeks, or are math geeks or other-kinds-of-geeks, etc.).
• The only significant employment statistics (greater than 15%) show them to be students or employed in the computer professions.
  Fluxx fans appear more likely to self-identify as "casual gamers" than "competitive gamers," with 73% of survey respondents calling themselves "casual gamers."
• 55% play games regularly with each other in their homes with over 80% playing several times a month.
• 86% buy card games at Game/Toy Store, but over 50% also shop online.
• 2% of respondents (32 people) reported that they play Fluxx almost every day. 7% play it at least once a week, 32% play several times a month, and almost half play Fluxx every couple of months.

Opinion Observations

Moving from statistics to more qualitative comments, we received a wide range of interesting feedback:

• A lot of people found our websites easy to navigate and understand, while others reported finding them complex and difficult. Sometimes wildly opposing opinions will appear right next to each other in our survey data-dump. (But while the dichotomy is fun, the detractors -- some of whom where quite harsh -- are correct: our websites do need a big overhaul.)
• People are generally less driven to collect Promo Cards than the vocal minority we often hear from lead us to believe.
• People are REALLY excited about Zombie Fluxx.
• Interest is also strong in other new versions of Fluxx.
• Many people also asked when Stoner Fluxx would be available again.
• Andy's strident political views, particularly regarding the drug war, were mentioned not infrequently as a point of concern; but while many had negative views to express, many others express support for his positions. A couple of the most memorable quotes on this point:
  • "I REALLY like that Andy puts his opinions up there. Anyone visiting should know who you guys are, and what you believe in. I think this pulls in more people than it pushes away."
  • "I like Andy's writing style and general geekiness, and I like watching him develop ideas. I disagree almost diametrically with every political/social idea he's ever expressed, and I wish he'd keep such content more segregated from the gaming-related content."
• Andy's videos and Thought Residue were often praised, as were various other features, both bygone and current.
• The Long Hair page was often mentioned positively, and there were also a number of requests for a return of the "Keep Your Hair Long" cards.
• Suggestions for promoting Fluxx mostly involved advertising, more computer versions, and trying to get featured on a big talk show

Testimonials

Wonderful tidbits of praise were to be found everywhere among the responses to our questions. Here's an un-organized sampling of the joy:

• "You guys are a great group of people. I just played Chrononauts for the first time yesterday and I was hooked instantly. It seems that with every game I try by your company, I get hooked. One last thing I'd like to say. My Friend taught me and my girlfriend how to play Fluxx, and we in return have taught our friends and family. There are about 25 people that now know how to play due to one person teaching two. I just want to let you know, we are still teaching new people whenever we can. Thank you so much for bringing such safe addicting games to our world."
• "I think Fluxx is one of the most original games on the market."
• "I really admire and like Looney Labs as a company. while I'm more of a historical boardgamer, I really love your products. I'm not much of an abstract game player... yet I love Icehouse and it's expandability. Keep up the great work and great games! Thank you!"
• "You are all some of the most creative people I have ever seen. The games, the website, the humor are all amazing. I wish you continued success but not so much it changes you. (Like what happened to WOC with MTG). There is a very carefree, hippy, artsiness to what you do. Thanks"
• "Fluxx is the most innovative game I've played in a long, long time. I wish I'd have found out about it sooner!"
• "Fluxx rocks! I don't know what else to say about it, it's just the coolest damn card game ever. "
• "Great game! One of the most innovative and interesting games I've encountered. A rich set of rules, yet easy to learn. "
• "My daughter has stolen our deck and takes it to school every day to play with her friends at lunch time. She's in 7th grade."
• "I love Looney Labs. You are one of the best game companies there is :D"
• "I love all your games! My Mother uses NanoFictionary in her high school creative writing class. The kids all love it."
• "When we go on vacations, especially the ones with our extended family, the games that we've bought from Looney Labs are usually among the first things packed."
• "Chrononauts is awesome to the nth degree"
• "The instructions on cards in your card games are impeccably edited, making them very enjoyable to play. "
• "I LOVE FLUXX!!! I bring it all the time when I am getting together with a group of friends and everyone that I have introduced to the game has loved it. It is so original that you just get hooked."
• "I absolutely adore all your games. Bought a few for my class last year at Origins and some just for me. You're always my first stop at Origins and you were the reason my trip to Origins last year was a fun one! (I competed in the tournament that was against the creator.) Thanks for being soooooooo cool! :)"
• "FLUXX is the greatest game of all time keep it around for ever."
• "Congratulations! I've so far played three of your games (treehouse, fluxx, and chrononauts), and I've found them to be some of the most amazing and quirky games I've played. Few companies can create a personality that is present in their product line, and yours is most definitely one of them. In only a month or so, I've gone from not knowing anything about you guys to being a demo rabbit. Keep up the good job!"
• "I love all you guys! Not in a drunken or potentially abusive way. Looney Labs provide interesting and entertaining all ages games. The gaming industry is too full of dark and pretentious games, so the Looneys are a breath of insanely abstract fresh air."
• "Thank for creating Fluxx... you've brought me and my friends many hours of fun and laughter... and driven a couple of friends bonkers."
• "*sniff* ... I friggin' love you guys"
• "I am still waiting on the 3 House book. Sometime before I die of old age would be nice. :P"
• "Keep up the good work, I've never had anything bad to say about you guys. Fluxx is solid."
• "Everyone I have played with wants a copy, and I tend to try to keep spares around for sharing. I think it's a great game. I also am amused by people who just can't seem to get the hang of playing it."
• "Keep up the awesome work! I CAN'T WAIT FOR ZOMBIE FLUXX."
• "I really enjoy Looney Labs games, and play them frequently."
• "As a member of the North Berkshire Game (design) Group, I see and play a lot of games. Fluxx continues to be a standout in originality. We've considered many mutating rules systems but have never created one quite as elegant as Fluxx's. Please continue with the good work and we're looking forward to more great games from Looney Labs! If you're interested in our group, you can see our website at http://www.nbgg.org/"
• "I have loved Fluxx for a number of years now. My friends from college and I almost always break out the deck when we get together. I purchased EcoFluxx to use in my classroom once I become certified as a science teacher. It will be a good way to both add some fun and teach the students about the environment."
• "We're looking forward to introducing our extended family to Fluxx at our upcoming family reunion. We have a few relatives whose minds are probably going to explode! I think it's a great subversive way to teach kids (& everyone else that plays) that rules change and change arbitrarily, and that everyone has at least some power to be the ones who change them."
• "I really enjoy your games, and they are fun for all ages. I run a private daycare for school age kids (k-8) and we all have a good time playing your games. Fluxx, Aquarius, Ice Towers are a few of the games I play with the kids and they enjoy them as much as I do. Thank You for making such fun games."
• "Fluxx brought me in but all the games are fantastic. You have to really use your brain and that is rare in games today."
• "I love your games and can't wait to buy Zombie Fluxx. A new color of icehouse pieces would be cool too."
• "You guys are doing a good job. Keep it up, and don't get discouraged."
• "Thanks for bringing so much joy to our lives!"
• "ZOMBIE FLUXX!!!! You guys are GENIUS!!!"
• "I LOVE Chrononauts!!! It is probably my fav card game ever! I love the promo cards for it and the expansions. I think you should make an updated expansion for the last 8 years. "
• "Thanks for your great games. Oh, one more thing, my husband, a Philosophy professor, uses Fluxx in his college philosophy classes: "nothing stays the same" kind of thing. The college kids love it!"
• "Chrononauts isn't just a little card game - it's a way for liberals like me to dream of what the world would be like "if things had gone differently". There is the potential there for a subculture to grow up around Chrononauts - with such appeal to the "what a wonderful world it could be" instinct, there really ought to be some way to make it a more deeply ingrained part of our lives. You ever think of selling souvenirs from those alternate timelines - bumper stickers, buttons, t-shirts? Or maybe having a book written? And I'd love to see modern events somehow integrated into the game. I know that "bolting on a few extra events" would be incredibly challenging to keep the play balance right, but darned if I wouldn't love to see "Supreme Court rules to let ballot counts proceed" lead to "Al Gore enters the White House" lead to "Kyoto Accord targets met five years early" and "middle east struggles subside, neighbours rebuild". :)"
• "*GREAT* games. We've been spreading the word to friends and family (and total strangers.)"
• "Thanks for all that you've done for the gaming community!"
• "Looney Labs games are the basis of my family's healthy games addiction. They bring us together often. Keep up the great work (and please release more Fluxx variations)!"
• "I use Fluxx in my Cognitive Psychology class to introduce costs in task switching. It's a good, memorable demonstration tool."
• "I wish there was more time in the week for playing fluxx at school, etc; I literally do take it every day, just too many tests and such to play most of the time. I find the easiest way to get people to buy Fluxx is to sit down and play it with them. I've had people at school, at cons, and random places ask me where they can buy it, I usually send them to your website or a vendor if it's a convention. Aquarius is also fairly easy to cow people into, chrononauts more hit-or-miss (but I enjoy it)."
• "1.) Keep up the good work. 2.) Fluxx makes a great tool for teaching my employees how to deal with change in their work environment. I'm using it to help with an upcoming reorg. "
• "You're all doing a great job, the world would be a better place if everyone was as understanding and tolerant as those people at Looney Labs. "
• "Keep up the good work. I have never seen or played a game of yours that I have not liked. "
• "Thank you for making the best card game on the face of the planet."
• "Love your games, already own most of them, probably will buy anything you put out just based on how much I like the ones I already have. I would say I play Early American Chrononauts the most."
• "Please continue to make great games that are as fun as Fluxx. I think is was the game that was our big inspiration for a regular game night... and the only game ANYONE wanted to play for a very long time, and still a frequently requested game. It is our perfect party game - involved enough to hold attention yet simple enough to play while drinking! I'm hoping to get everyone hooked on Chrononauts next, although it is taking a little bit more time for it to catch on, so it plays slower and as a result I'm having a bit of trouble getting the crowd into it. BUT I think you guys are great! Keep up the awesome work! YOU ROCK!"
• "I really appreciate the game play of the Looney Labs games and how friendly they feel to the casual game-player. When you know people who game a lot and you don't game very often, it's hard as a newbie to jump in and play without dragging down the level of play for everyone. But Fluxx is very accessible -- great job!"
• "My husband thinks that playing Fluxx should be part of course-work at Business and Project Management schools. It perfectly demonstrates how things can change."
• "Fluxx seems interesting, but my wife and I played it once, and haven't gone back to it. On the other hand, Nano Fictionary is brilliant. I'm a teacher, and every semester I have all of my students play the game to teach storytelling. The Speech and Debate kids next door borrow my deck, too. My cards are wearing down, so I'll be buying another deck soon. I'm extremely interested in any expansions to Nano Fictionary. But not Fluxx."
• "I found out about Looneylabs through Chrononauts, and while I've tried out your other games, none of the others have had the same captivation and draw for me or any of my friends/family as Chrononauts. I've got several copies and all the expansions, and play it a lot. Sometimes it has the same "accidental victory" that Fluxx has, but there feels like more of a story behind it and, for someone, much more of a sense of accomplishment than "all the cards I need to win are on the table on turn 1", which we've had with Fluxx several times."
• "Fluxx is the best game I know. I have given it to dozens of people. Unfortunately, it takes a level of intelligence and humor that some don't have. "
• "My boyfriend and I used to have Fluxxathons for hours...it was some of the best times ever!"
• "Don't stop being the most-awesomest game company ever!"
• "Your games are unusual, thought-provoking, good for table talk, fun, some require strategic or tactical thinking, some even require right-brain thinking. You have a lot of humor on the site and I feel connected to the Looney community. You are associated with other companies that make good games. You're always doing something new. "
• "it's all consistently interesting. The first time I saw the site, I think I stayed up until 6 AM."
• "I visit about 2 dozen publisher sites regularly. My friends will tell you that I have often commented that LooneyLabs.com is one of the best. It is obvious to me that your webmester put in a lot of time and effort (if not I'm even more impressed) and it shows."
• "LOVE everything about the site. Its great to be able to see the mind and thoughts of a great game designer. The only thing I would SUGGEST is bring back the Iceland Saga. I spent an entire summer catching up on the story and would love to see the characters brought back in short comics. "
• "It's very sprawling. Despite being a 2-year reader, I can still find things hidden within it. Either intentionally or otherwise, there's always a new place to discover. Wunderland.com is a whimsical and captivating labyrinth where one can truly get lost in the world of the Looneys, walking away as if one has actually known Andy as a close personal friend for years."
• "Like reading about you guys, it's one of the best blogs out there! Very entertaining, lots of stuff to see, lots of good outgoing links. I also think that Andy's video podcasts are awesome, and there are a lot of interesting WTS blogs, and there are pictures and stories and an entire mess of things to read. Very entertaining, one of my most visited sites when I'm just surfing for fun."
• "Today's world is insanely accelerated and swamping people's attention with stimuli from movies, TV, surfing, news that foster fear, anxiety, phoney excitement. Can one little deck of cards save human civilization from crumbling? Can a game of such friendly fun, clever thinking, planning of making the most of what's in hand, provide the breathing space people need in the rat race? Can it bring people together for fun moments that restore their sense of balance and community? Can a game of such potential depth flourish in a shallow, mindless world? "
• "Andy's updates are much more informative and fun than a typical blog; there are lots of fun old projects/pages to surf through"
• "first blog I ever read, and still the longest running one I read! love the insight into your company and friends."
• " I also loved reading about all of the background development/inspiration behind Chrononauts. I have since read as many of the stories/novels referenced that I could find (and tracking down some of them was not so easy)."
• "Keep up the good work! I use my Icehouse pieces for game design and stand-ins when I need extra components for games. They are always on my mind!"
• "We have been looking for a great game to play on the go - and we have found it with Fluxx! We have even been successful getting the -I don't feel like playing a game- people to want to play this game! Thanks!"
• "Fluxx is a very cool game. I like how it really plays with some folks heads. Some people just cannot deal with a game without set rules. I prefer those folks!"
• "Thanks for the great games. As a game (board and card format) collector, I am very impressed. They are incredibly original, easy to learn and highly addictive."
• "I love your games. Simple and fun, without being overly competitive and strategic. Also, they usually have very simple to understand rules, which makes for a quick explanation. My wife will actually play these games, so that's a huge plus."
• "Love Fluxx.. I find it addicting and a great way to spend an evening with friends!"
• "I love the fluxx game. I hated cards games before my husband and I bought this pack of cards. We bought the family deck a year later for out 6 year old who is now reading. She loves the game!"
• " I know that this was a Fluxx survey, but I just thought I would use this space to voice my appreciation for the truly unique gaming experience that the little plastic pyramids provide."
• "I think it's great that you guys have seen such success with Fluxx! Every time I visit the site or play Fluxx I'm inspired to create. Keep up the good work! "
• "You are my game design role models! I think you're utterly fabulous, talented, creative, witty, and seem to have many values I resonate with, and you and your family seem like you'd be very cool and interesting people to hang out with. If you're ever in the Portland, OR, area, I'd love to invite you to one of our games nights at local coffee houses!"
• "Everyone I've ever played Fluxx with seems to take to it right away. It's just that kind of a game. I've never had anyone NOT want to play again."
• "You have my sincere thanks for developing the Icehouse pieces, Fluxx, and Chrononauts. They frequently bring me and my friends great joy, and I think creating joy is one of the most noble and positive things a person can hope to do when they get up in the morning. I wish you well."
• "You games are fantastic. Fluxx is a game that makes a room smile. Anytime I introduce a new player or give a deck as a gift, I'm confident that the new player will continue to spread the game. Its just that good. "
• "Thanks for being so clever, creative, fun, friendly, and cheerful! "
• "Don't forget about Chrononauts! Please. Really. Fluxx is a great game for the masses, but Chrononauts is the flipping bomb. You guys really hit on something extra special with that game."
• "I bring this game with me to academic competitions I bring students to, as a high school teacher. I have played this and others of your games with complete strangers of many different states and ages. Fluxx is one of the easiest to introduce people to."
• "Thanks for being such a great game company! Making my own games is something I used to do in school and intend to do again if/when I get to retire (hopefully within 5 years if luck holds, instead of the "usual" time). Your openness and sharing with your fans/customers sets you apart from almost all other companies, not just game companies."
• "I have every confidence that you'll find a solution to your manufacturing dilemma that doesn't involve exporting the work to China. Keep up the great work, and I'll look forward to many many more years of great Looney Labs games!"
• "I love this game, the kids love this game, and I introduce everyone I can to this game. I just bought my 8th pack of cards, because I keep giving them away..."
• "You guys keep up the good work. Stoner Fluxx and Eco Fluxx are great ideas for keeping important issues in the social consciousness."
• "YOU GUYS ROCK! Fluxx is really the best card game I've ever played. I liked it SO much that I quit playing M:TG because I would have rather played fluxx, and if you can beat out magic in my eyes you're doing great!"
• "Thank you for making games interesting and accessible again. Even some of my family seem interested in Fluxx, and we've never been a group to play games together."
• "I enjoyed The Empty City and the Iceland comics. If you ever find the time to write another story of any kind, I would read it."
• "I cannot stress too much how great a Fluxx game for the Nintendo DS handheld game system would be. There are tons of small publishers around who would love to get their hands on this kind of app."
• "I LOVE your games. They are so much fun. Thank you so much for making them. You are very gifted and thank you for sharing your great ideas with the world. You're Awesome!"
• "I love your game company. You're passionate and inventive and quirky and fun. And you do what you do with integrity. You're awesome people and I'm glad you're able to make your games and share them. Keep up the good work."
• "I appreciate the 'self-made' aspect of the Looney Nation which is a big reason why I support them even if I'm not a gamer or rabbit or ever been to a convention. Make creative products and people will come."
• "You guys make GREAT games, and are FABULOUS people!!! I'm so very glad to have gotten to know all about your games and your company and to have had the chance to meet you. What I can't believe is how long it's taken me to get into the Icehouse games. Was introduced to Volcano recently and WOW! Have turned several people on to the fun of it already. 2007 is going to be a year for me to explore the Icehouse games. I can't wait!
• "Changing rules were strange at first because there are no other games out that do that, however once I understood, they became awesome."
• "Simple enough that you can explain the game with no actual speech. (I've done this on a few occasions - just dealt someone a hand and pointed at the rules card.) This is really neat. : ) "
• "It has a good blend of luck and skill. Beginners stand a good chance of beating me, but I don't feel like I have no control over the outcome. So it is a good game to play with complete beginners and experts."
• "It's a lightweight family game that can be played with a very flexible number of players, it doesn't take long to learn, it doesn't feel bad to lose, and it doesn't hurt anyone's feelings."
• "It is a cool comfortable game. It exhibits my personal values in a very positive way."
• "The rules are written right there on the cards so it's simple to teach others. Also, I like the art. And the significance it assigns to everyday objects."
• "There's a precision to it that really appeals to my computer-programmer sensibilities. The design is perfectly balanced."
• "My favorite version is Eco-Fluxx. I like it because you don't have to have all the keepers to meet a goal, and I love the inherent nature-lessons in the game."
• "It can be played over and over with the same group of players and never grow stale. The chaos factor keeps the game fresh and new.. even long after the cards are grey and old."
• "Fluxx doesn't take a lot of thought, so you can BS while you're playing it. The game itself is just an excuse for this."
• "It can be played without thinking hard (in particular, without thinking at all during other people's turns), so it's a good distraction, and a good game for a group of people to play while still carrying on a conversation about something else. Rarely do I play 'serious' strategy games; if I'm going to play a game, I want it to be *fun*. That's Fluxx. And there's Chocolate in it! :)"
• Question: What do you dislike? Answer: "CANT...STOP...PLAYING!!! =P"
• "[Wunderland.com has] a lot of information to take in... but I love the random things like links to awesome sites and whatnot. I originally found the site through the Rubik's cube art page, then I read the Iceland comic for a long time before ever bothering to visit the rest of the site. When I read about your games, I went straight out and bought Fluxx and the rest is history. ;)"
  

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