Lessons from Elden Ring

When Boldness Builds a Kingdom

Image from Elden Ring. © FromSoftware and Bandai Namco Entertainment.

In my last article, I explored why boldness often fails in today’s creative industries. We’ve created a system where risk-taking is punished, audiences are skeptical, and sameness is both reviled and rewarded. But what happens when boldness works? What does it take to defy those odds?

To answer that, we need to talk about Elden Ring.

On paper, Elden Ring should have been a gamble too risky to succeed: a punishingly difficult game with an opaque mythology, minimal narrative guidance, and a design philosophy that dares to frustrate more than it comforts. Yet, it didn’t just succeed — it became a phenomenon, earning both critical acclaim and mainstream appeal.

How did this happen? It wasn’t just boldness — it was boldness carefully earned.

Boldness Fails — Except When It Doesn’t

In most cases, bold ideas falter because they demand something modern audiences aren’t conditioned to give: trust, patience, and a willingness to embrace the unfamiliar. Creators often play it safe, knowing their audiences are skeptical and algorithms reward familiarity.

But Elden Ring flipped the script. It succeeded not by compromising its vision, but by leaning into its identity. The key is that FromSoftware didn’t start by aiming for the mainstream. Instead, it focused on building something smaller — and better.

FromSoftware’s Slow Build to Trust

Before Elden Ring, FromSoftware was known for its Souls games — titles like Demon’s Souls, Dark Souls, and Bloodborne. These games were unapologetically difficult, cryptic, and steeped in atmosphere. They weren’t designed for everyone.

But that was precisely the point.

By staying true to their vision, FromSoftware attracted a niche audience of players who valued challenge, exploration, and discovery. These fans didn’t just play the games — they immersed themselves in them. They created wikis, forums, and lore videos to decode the mysteries the games refused to explain. They formed a community.

In return, FromSoftware consistently delivered experiences that rewarded this passion. Over time, they built something rare in entertainment: trust.

This trust wasn’t a shortcut to success — it was a foundation. And it’s what made Elden Ring possible.

Trust Becomes Legitimacy

When Elden Ring launched, it didn’t have to prove itself to the world. Its core audience, cultivated over a decade, did that for them. These fans became the game’s standard-bearers, vetting its authenticity and quality for a slightly broader “geek” audience — players who might not have been diehard Souls fans but were intrigued by the hype.

From there, the ripple effect took hold. That broader audience, assured of the game’s legitimacy, evangelized it to the mainstream.

This wasn’t just a viral success; it was a trust cascade. By consistently delivering to their niche, FromSoftware earned the credibility that allowed Elden Ring to leap into the cultural zeitgeist.

Breaking the Feedback Loop

In my last article, I talked about how algorithms and trends create a feedback loop that favors mediocrity. Elden Ring is a masterclass in how to break that loop.

Instead of designing a game to cater to trends or optimize for clicks, FromSoftware doubled down on what made them unique. They trusted their audience to rise to the challenge, and in doing so, they created something bold enough to cut through the noise.

This is where boldness finds its strength: not in chasing the mainstream, but in staying true to a vision and trusting that authenticity will resonate.

Starting Small, Thinking Big

There’s a lesson here for creators in any medium. Boldness doesn’t have to mean betting everything at once. It can mean starting small, finding your niche, and building trust over time.

This approach isn’t new. It’s the same strategy that turned Game of Thrones from a cult fantasy series into a global phenomenon. By winning over the hardcore fans first, it created the legitimacy needed to expand without losing its edge.

Elden Ring followed the same path. FromSoftware didn’t water down its identity to appeal to everyone — it trusted that its audience would carry its message forward.

Boldness Is Earned

Elden Ring isn’t just a success story — it’s a blueprint. It shows that boldness isn’t about reckless risk-taking. It’s about calculated risks, consistency, and knowing your audience.

When creators trust their vision and their audience, they build something bigger than a single product. They build a relationship. And when audiences reward that trust, they create a space where boldness can thrive.

If you’re a creator, don’t be afraid to start small. Find your niche, build trust, and stay true to what makes your work unique.

And if you’re an audience, remember: boldness needs champions. It’s up to us to support the creators who dare to take risks, because their success isn’t just theirs — it’s ours.