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 already leaking into Europe and North America with nothing built to catch it.
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 — a channel-by-channel view of where the growth actually came from.
Judged, not just claimed
One European Search Awards win and twelve more shortlist and finalist places across five awards programmes in 2026, every one of them for this account.
The craft
