Pirate Fluxx - The Fluxx Brand Gets Stronger

I recently wrote a review for Looney Labs new version of Fluxx called Pirate Fluxx.

http://www.purplepawn.com/2011/01/pirate-fluxx-there-is-always-room-for-more-fluxx/

This is my third version of Fluxx and my favorite so far. I didn't start out as a Fluxx fan. The craziness of the game, with its wild rule changes and constantly shifting goals was  hard for me to get my head around.

But now, after three versions of the game, I am beginning to enjoy the simplistic beauty of this game.

Fluxx is a game very comfortable in its own skin. It knows what it is and is very good at delivering exactly what Fluxx fans want.

There aren't any advanced rules, complex expansions, or other things that often inflict game systems.

Fluxx does a great job of staying true to its brand and identity.

From a marketing standpoint, the folks at Looney Labs are doing a great job of following the top five laws of marketing by Ries and Trout.

1. Be First - In 1997 they were one of the first of new board games to begin to arrive in stores
2. New Category - They created their own category - Rule changing card game, and now dominate that category
3. Law of the Mind - Better to be first in the mind. Fluxx as a crazy card game, owns this category in the minds of those familiar with card games.
4. Law of Perception - Fluxx is perceived as an ever expanding game of different topics even though the basics of the game never change. They have done a good job of not letting the brand grow stale
5. Law of Focus - Looney Labs has other games, but they are zeroed in on Fluxx as their flagship product and they focus much of their effort on keeping this product in front of their fans and in front of customers.

Fluxx appears regularly in the Game Whisperer Top 25 board games on Amazon. Technically not a board game, Fluxx continues to sell well and hold its own against bigger brands.

Nice job to the Looney Labs team for their latest version of Fluxx