From Techno Beats to Swear Words to AI Robots: The Story Behind the Game

Hi, I’m the guy who made you accidentally scream profanities at your family during Christmas dinner. You’re welcome.

If you’ve played F**k. The Game, you know it’s about confusing your brain, breaking social taboos, and having a laugh. But most people don't know the weird, winding road that led to this box of cards—or the crazy tech I’m now using to run it.

So, here is the "Origin Story" of the game, and a peek at what’s coming next.

Phase 1: The Musician Who Couldn't Pay Rent

Long before I was selling card games, I was trying to be a rockstar. Well, an electronic rockstar.

Back in 2004, I formed a band called The Transients. We were pretty decent! We even won the Music Oz Artist of the Year award in 2008. I was studying alongside legends like Empire of the Sun and Pendulum.

But here’s the hard truth about the music industry: You can be "good," win awards, and still be broke. While my peers were touring the world, I was realizing that maybe—just maybe—I needed a business model that didn't rely on Spotify royalties.

Phase 2: The Kickstarter Epiphany

In 2015, I had a stupidly simple idea.

I wanted to take the "Stroop Effect" (that psychological phenomenon where your brain struggles to read the word "Red" when it's printed in blue ink) and weaponize it with swear words.

I launched F**k. The Game on Kickstarter.

The reaction was insane. After years of begging people to listen to my music demo tapes, suddenly people were throwing money at me to make this game. It was a lesson I’ll never forget: Create something people actually want.

Overnight, I went from "Artist" to "International Game Publisher." I had to learn manufacturing, logistics, shipping, and marketing. I’ve been running this business solo ever since, getting deep into the weeds of how to ship a box from a factory in China to a doorstep in Chicago.

Phase 3: Building the Robot Army

Fast forward to today. Running a business solo is hard. You wear every hat: CEO, Janitor, Customer Support, and Social Media Intern.

Around 2020, I got the itch to create again. I didn't want to just manage the business; I wanted to build. So, at 46 years old, I decided to learn to code.

I started building 3D web games (check out my new project Second Sumo if you want a quick and easy game to push your friends off a cliff).

Here is the secret:

You know those funny social media posts you see from us? The ones that keep the brand voice perfectly witty and irreverent? I built a team of AI Agents to help me write them.

I built a digital workflow where a "Strategist" reads trends, a "Copywriter" writes jokes, and a "Visual Director" plans images. It’s like having a full creative agency working for me 24/7.

The Future

So, what’s next?

I’m combining everything I’ve learned. The design skills from 2000, the creative chaos of the band days, the business smarts from the card game, and now, the power of AI automation.

I’m now helping other businesses build their own "Robot Armies" through my new agency, AI Work Shift.

But don't worry—F**k. The Game isn't going anywhere. In fact, with the robots handling the boring stuff, I’ve got more time than ever to come up with new ways to mess with your brain.

Thanks for playing, and sorry about the swearing. (Actually, I'm not sorry).

---

What do you want to do next?

Buy the Card Game | Check out my AI Agency | Play Second Sumo