Killer games, Killer sales

Andy Hobbs, director, LA Brands, tells readers about the continued evolution of the company’s hit brand, Cryptic Killers, the murder mystery game that challenges players to become detectives, gather clues and evidence and solve a murder.

Cryptic Killers, the ever-growing murder mystery case file game from parent company LA Brands, was born during the Covid-19 lockdown and is the brainchild of Andy Hobbs and Luke Stephenson. When Andy and Luke found themselves playing puzzle solving and mystery games to pass the time during the pandemic, they discovered a love of the gameplay experience and realised there was a real opportunity to take the concept further.

“We wanted to refine the concept, make it more immersive and present it in a way that would appeal to a much broader audience,” explains Andy. “At that time, the true crime genre was exploding in popularity, which gave us the spark to develop Cryptic Killers.”

The Cryptic Killers games are built around immersive narratives with authentic details, clever twists and logical solutions. This means that when players finally crack the case, it feels genuinely earned, not a win by random chance. Andy and the team work hard to make the cases accessible to wider audiences, by varying the theme of each game. Players can solve a whole range of murders, from the untimely deaths of a musician and a millionaire, to intriguing cold case files from Miami and Mount Mortimer.

Initially, Cryptic Killers was very much an eCommerce brand. “Our games were sold almost exclusively online,” explains Andy. “Over the past year, with the support of All About Games Consulting, we’ve been able to expand our network dramatically and step into retail in a much bigger way. We’re now onboarding a mix of high street retailers and independent sellers, and the response has been nothing short of extraordinary. The uptake has surpassed our expectations. It’s exciting to see how quickly the range has gained traction with retail buyers and their customers.”

What’s been most encouraging for Andy is seeing retailers recognising not only the uniqueness of the games, but also their versatility. Cryptic Killers can be merchandised across a variety of store types, from toyshops and bookshops to gift stores and lifestyle retailers. The brand is even breaking boundaries by moving into new countries. It has recently been announced that Cryptic Killers has secured exclusive distribution in Canada with Kroeger Marketing, marking a major milestone for the brand.

On the distribution deal, Andy comments: “Thanks to the connections and expertise of Cedric Delobelle and Rob Fort at All About Games Consulting, we were introduced to Grant Chapman and his team at Kroeger. The partnership will see the full range of Cryptic Killers murder mystery case file games distributed exclusively by Kroeger across Canada. Kroeger is a fantastic partner with a strong reputation and reach across the country, and Grant’s enthusiasm for the Cryptic Killers range matched our own.”

“This is a big win for LA Brands,” says Cedric Delobelle, CEO of All About Games Consulting. “This is the kind of success we can achieve for our partners; we take their amazing products and open up opportunities for them all over the world through our global network of connections.”

Grant Chapman, COO, Kroeger Marketing, adds: “Kroeger Marketing is tremendously excited and honoured to announce our new partnership with LA Brands as its wholesale distributor in the Canadian market. We are proud to bring their innovative games to Canadian retailers and consumers across the country. Having had the chance to experience their No.1 title, Cryptic Killers, I found it to be extremely exciting, suspenseful and absolutely one worth playing with friends or family. The Kroeger team looks forward to launching LA Brands and Cryptic Killers at retail in Canada this autumn.”

Cryptic Killers is also garnering interest in the UK. Andy is delighted with the response from Toymaster members and is putting a focus on building this relationship in a meaningful way. Part of that is offering new merchandising solutions and expanding the range, so members have more variety to offer their customers.

“We’ve been proactive in supporting the buying group by attending regional shows and ensuring we’re included in Toymaster catalogues, which has been a great way to connect directly with members and showcase the brand,” he explains. “What stands out to us is the strong sense of community within Toymaster. It genuinely feels a collaborative way to work, and we’re proud to be a trusted supplier to members as we continue to grow together.”

As it continues to gain momentum, Cryptic Killers has received positive feedback from customers. By the end of this year, the brand will have sold over one million units. “This is a milestone that still amazes us,” states Andy. “Alongside that, we’ve received more than 25,000 customer reviews, which not only validates the quality of the games, but also give us invaluable insight into how people are playing and enjoying them, and what they want next. One of the things we’re most proud of is the level of repeat customers. Players aren’t just picking up one game and moving on; they’re coming back for the next case file, the next mystery, the next challenge.”

“We have a busy pipeline of products in development, with many already written and close to launch,” continues Andy. “Without giving too much away, the line-up is diverse, and we are confident it will keep Cryptic Killers fans engaged with fresh challenges and surprising twists. One of the most exciting projects is our first licensed game, created in partnership with Banijay Rights and based on the Peaky Blinders IP. We cannot wait for players to experience a murder mystery alongside the Shelby family.”

Cryptic Killers is only just getting started. With new case files, fresh spin-offs and a few surprises up its sleeve, 2026 is shaping up to be a very exciting year.