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Our Partnership with I.C.E.
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Looney Laboratories published the First
Edition of Fluxx in the spring of 1997. By the
following August, it was doing so well that we decided to sell it off. We
were exhausted, and we were afraid of getting in over our heads, so as soon
as the game had proven itelf worthy, we offered it for sale. (We were also
keen to start working on Aquarius,
and couldn't do that and market Fluxx at the same time.) So just before
Gen-Con, we let a few of the bigger game companies know that we were looking
for a publisher, and we got several serious offers. The one we liked best
came from a company called Iron Crown
Enterprises. The Second Edition of Fluxx is published by ICE, under
an exclusive contract that gives us both
creative control and a tasty royalty. The business relationship has grown
into a partnership, in which ideas for marketing and future editions are
freely exchanged. ICE is now handling all aspects of marketing Fluxx, including
demos and tournaments, and especially translation and localization for other
countries (German and French versions are in the works, among others), We
are very happy with the way they are doing things.
