Case study · Ecommerce · Games & Gifting
International SEO across German and multilingual storefronts, full-funnel paid search and social, and a Klaviyo engine that compounds repeat play — RiseUp took Masters of Mystery from UK cult favourite to the number-one murder-mystery brand in every market it sells in, lifting blended ROAS from 4:1 to 6:1 year on year.
Visit mastersofmystery.com ↗The brand
Masters of Mystery makes host-your-own murder-mystery party kits and self-guided city escape rooms — beautifully produced whodunits played at home, virtually, or out on the streets of London, Edinburgh and beyond. A cult following in the UK had outgrown its borders: demand was leaking across Europe and North America with no infrastructure to capture it. The product was world-class. The growth engine wasn’t — yet.
The challenge
Masters of Mystery was winning at home and invisible abroad. English-only storefronts, no localised search presence, paid accounts pointed at a single market, and an email programme that treated a first-time German buyer exactly like a returning UK superfan. The prize was a category lead in every market the brand could ship to — the job was to build the engine to take it.
Being number one in one country is a nice story. Being number one in every market you enter is a moat.
The approach
We rebuilt the storefront around hreflang and localised subfolders, then translated and culturally adapted intent — German players don’t search the way UK players do. Native-language content hubs for every theme, localised metadata, and a technical clean-up that served the right storefront to the right country. Non-brand organic became the brand’s biggest acquisition channel in three new markets.
Organic revenue +182%Market-true campaign structures with localised copy, currency and shipping promises — feed-led Shopping and Performance Max governed so the algorithm chased profit, not just clicks. Bids tuned to each market’s margin and AOV; German and EU accounts scaled only once they cleared target ROAS.
Paid search ROAS 5.8:1Creative that sold the experience — the gasp when the killer’s revealed — localised per audience and sequenced cold to converted. Meta and TikTok prospecting feeding a tight remarketing layer, with seasonal pushes (Halloween, Christmas, hen-dos) that own the calendar moments murder-mystery actually sells in.
Social-assisted sales +167%Lifecycle flows rebuilt around how the product is really used — buy one theme, you’ll want the next. Localised welcome, browse and cart flows; post-game cross-sell to the next mystery; win-back and VIP tiers for hosts who throw party after party. Every market on its own language, send-time and offer logic.
Email revenue +214%The results, in depth
Every channel, before and after — an audited view of where the growth actually came from.
The craft
