How the $4,000 ‘Cards Against Humanity’ Kickstarter became a multi-million dollar business

When Cards Against Humanity saw its $4,000 Kickstarter campaign successfully raise almost four times its original goal, its makers were ecstatic. Two years later, the cards-based party game, which is available as a free PDF download or for $25 as a ready-made package, has generated an estimated $12 million in revenue, and in the past year alone was downloaded 1.5 million times from its website. It’s also spawned a reseller culture, with frequent stock shortages leading opportunists to sell the game for as much as $100 on sites like eBay. Despite that, its makers have stayed true to their cause, and have refused several investment and merchandising offers, preferring to go it alone. A profile from Chicago Grid looks at how the game came to be, and its makers’ unusual outlook on profits and expansion.