The Rule of 3 in Pop Culture: Why the 3rd Try Wins the Crowd

Whether we’re talking about a tabletop roleplaying game, a video game, or a movie franchise, when a new IP launches, success isn’t always immediate. In fact, it often takes more than one attempt to win mass appeal.

History shows that pop culture products frequently achieve breakout success not with the first or second iteration, but with the third.

You see this phenomenon across various mainstream intellectual properties: The third version becomes the turning point for mainstream popularity.

Let’s start with Dungeons & Dragons. The original 1974 release was a niche hit, capturing the attention of dedicated hobbyists but failing to break into the wider culture. Second Edition, released in 1989, was still largely confined to existing fans and actually lost market share. It wasn’t until the release of Dungeons & Dragons 3rd Edition in the year 2000 that the game exploded in popularity.

Third Edition streamlined gameplay, introduced more card and video game-like mechanics, and benefited from better marketing. It hit at the perfect moment, when fantasy was poised to take the mainstream by storm. This iteration of the game brought D&D into the limelight. Third Edition wasn’t just another version—it was the iteration that established D&D as a fixture of pop culture.

But getting back to video games …

Another franchise that exemplifies this “Rule of Three” is Grand Theft Auto. The first two games in the series, released in 1997 and 1999, were modest successes in the video game world but remained relatively niche. Both games featured a top-down view and simple mechanics that didn’t yet capture the expansive, cinematic qualities that the series would become known for.

Then came Grand Theft Auto III in 2001. By switching to a fully realized 3D open-world format, the game revolutionized how players interacted with video game environments. This third installment of the series presented a city that felt more like a real, living environement than ever before; complete with an intricate storyline and unparalleled freedom of player choice. GTA III became a cultural phenomenon, transforming the franchise into a blockbuster and establishing it as a leader in the gaming industry. The first two games laid the groundwork, but it was the third that made it a household name.

And on the subject of autos …

The Fast & Furious franchise also demonstrates how a third iteration can redefine and level up a product. The Fast and the Furious (2001) was a modestly successful street racing film with a cult following. Its sequel, 2 Fast 2 Furious (2003), did decently but failed to move the series beyond its niche appeal.

I’m going to catch flak for saying this, but it was The Fast & Furious: Tokyo Drift (2006) that transformed the frnachise.

While Tokyo Drift was technically the third installment, it’s better seen as a soft reboot. This movie broadened the series’ scope and set up for the subsequent shift in focus from street racing to heist action that would propel the franchise to mega-hit status. The real breakout came with the release of Fast & Furious (2009), the fourth movie that acted as the payoff to Tokyo Drift, which reinvigorated the franchise and set it on a path toward becoming one of the highest-grossing film series of all time.

So what is it about the third try that leads to breakthrough success?

By the time a product reaches its third version, creators have usually learned from previous mistakes, refined their approach, and honed in on what resonates with audiences. They strike a balance between what fans love about the original and what needs to be improved. Moreover, the third attempt often arrives when nostalgia has started building around the earlier versions, allowing for a reinvention that feels fresh but familiar.

Then again, sometimes the first two versions attract the notice of a global megacorp that buys out the creators and pumps supertanker full of marketing money into the IP.

Either way, the Rule of Three highlights the importance of persistence. Sometimes a concept just needs time to mature and find its audience (or a sugar daddy patron). The groundwork laid by the first two versions makes it possible for the third iteration to succeed.

Sometimes, the third time really is the charm. Many of pop culture’s most beloved franchises didn’t hit their stride right out of the gate—they needed time, refinement, and often a big cash infusion, to carve out their place in the zeitgeist.

So if you’re planning to launch a new novel, comic, or game, remember that success might be waiting for you to get third-time lucky.

The flip side of the Rule of 3 is the Sophomore Jinx, which my epic Arkwright Cycle bucked by finding record success its second time out. The smash hit crowdfunder is over, but readers who missed the landmark campaign aren’t entirely out of luck.

For a limited time, you can get a select number of special bundles and exclusive items through Lord of Fate’s page on Kickstarter. The campaign-only deals on the Burned Book audiobook, the Lord of Fate special hardcover, and the full set of paperbacks are all gone, but you can still get them early for a modest late pledge premium.

So if you missed the historic campaign but still want early exclusive items, get them on Kickstarter while late pledges last.