Welcome to the first episode of a new series of articles we’re writing called “Behind the Scenes” (we’re going for clarity in the name, ok?). In these articles we’ll be letting you in to the creative process that results in the games you play. If that doesn’t interest you, the following 1500 or-so words will be very boring. But if you want to know what it’s like to design an experience that brings joy to people around the world, then read on!
For several months now, we’ve been working at a ridiculous pace - conceptualizing, designing, testing, producing and mailing 1 episode per month - and while that can be sustained for a season, the creative mind needs a chance to inhale, get its head above water (insert gasp sound effect), and take a look around.
Part of looking around is looking back, so our hope is that by looking back, we can reflect, and refine. We hope some of you comment on these articles (seriously, do it!), track with our process, and even weigh in on the creative direction of future games and puzzles. Because, after all, we’re doing this for you. And we implement suggestions on a regular basis.
Sometimes, we get amazing comments, like this one from David F:
“Great family entertainment. We have played quite a few escape rooms and this matched the fun and difficulty of them. We played the hard level and it required different brain types and solving skills which kept everyone engaged. We ordered the rest of the season straight away. Excellent value for money.”
But it’s not always sunshine and rainbows. In these articles we’re going to give you a sneak peek into the difficult side of the process too (by difficult I mean soul-crushing). Because sometimes we get a 2-star review like this one from Veronica writing about Episode 8:
“Not our favourite one, we felt this series is getting too electronic. We quite loved the first couple of puzzles and how we only needed the internet to get an answer here or there. We loved being able to complete these by candle-light and being interactive with the paper. Now we feel one person has to be glued to the computer screen. We did love the picture roll, very clever!”
As an experience designer, I (Eric) read that review and my mind immediately goes to the puzzler - that’s you! - and your experience.
What will it be like for you to receive the envelope? To open it up? How will you latch onto the storyline? Where will your eyes and hands go first? Then, what puzzles will you start to solve? Will you have an easy time or a difficult time? What skills will you need to employ? What supports or clues will you rely on? What sounds are you hearing? If you are playing with others (as many of you do!) what will they be working on? And finally, in the case of Veronica, how would a digital compliment work with the materials?
My job is to ask myself those questions and a myriad of others, often at the same time (I feel like I’m going crazy most days). But when we first started Escape Mail, with Episode 1 Family Secrets, the questions I was asking were slightly different.
It was the beginning of COVID-19 restrictions and our Mobile Escape Room business had ground to a halt. With my head in my hands, it was business partner Paul who stepped in and said, “I think we could do this escape room thing in the mail!” We’d spent the last 3+ years not only building professional escape rooms in a mobile unit, but we’d also been relentlessly prototyping simple paper-based puzzles with students in schools. That’s one of the biggest reasons we were able to pivot so quickly and have Episode 1 to market in a mere number of weeks.
And so, for that reason, Episode 1 has a bit of a magical spark to it. When a dozen+ staff spend a few years working at one type of expression of escape room games (simple paper based puzzles) the transition to bring that type of game to market is… dare I say… smooth. Ok, smoother. My point is, it had been slow cooking for years and it was ready to be born.
We picked a price-point that was both sustainable for us, but also very reasonable for you (we personally felt that many escape games were needlessly expensive). To this date, one of the most consistent things we hear is that we’re reasonably priced! Yay!
Escape rooms are motivating for a few reasons, but one of the secret ingredients to the success of the industry is one simple, often-overlooked reality: you get to escape. There’s a literal door that motivates you to solve puzzles and succeed. When you do succeed, you progress from one reality (the room you’re in) to another. As an experience designer, that euphoria is difficult to replicate in any other fashion, be it online, or with stationery.
So, we relied on the storyline to carry most of that load. We landed on your “cousin” JJ as the main character for a few reasons (besides the fact that Mike is dastardly good looking): “cousin” works for any age, gender, last name, geography, etc and also implies there is a bond there that’s difficult to shrug off. He’s family after all! The hope is that the bond would entice you with a challenge that is reminiscent of the often-spammy requests from “distant relatives”. And, hilariously, we’ve had several people receive episode 1 as a surprise gift from someone else and think it was spam - so they threw it out without solving it!
That just CRACKS US UP. Of course, we do aim to be a bit light-hearted as well and not take ourselves too seriously! It is a game after all :)
When we started Season 1, we had very little experience developing web apps, and so we relied moreso on the paper itself to contain codes and reveal the answers. It’s riskier to do it that way! Sometimes super-sleuthers will be able to bypass clues by noticing patterns and making inferences. But rather than rely on digital means of “gating” content, we tried to do the majority of it in the paper-based game design.
Episode 1 features simple paper crafting - cutting and folding - which we believe can be a very rewarding experience. We’d been practicing in the school context for years! In an ideal world we’d have some paper craft in every episode :)
We leaned heavily on the cypher as a mode of puzzle-solving. And we learned a couple things about cyphers:
We also LOVE overlay puzzles for two reasons:
And while much of the episode is physical in nature, we also incorporated some digital components as well.
A few months prior, Paul and I (who are brothers-in-law) were talking to “Uncle Mike” (Paul’s brother) and he was recounting how he had secretly set up an email account with an auto-responder to serve as a “surprise” invitation for his wife to go on a trip. We thought that was not only romantic but quite a creative “real world” way to receive a communication from someone!
The email is the only digital part of the puzzle solving experience in Episode 1.
We also thought you - the puzzler - would love to see JJ in the flesh, so we shot a video of him concluding the episode and leaving you with a cliffhanger! Most people love the cliffhanger, and for the low cost, have no problem going on with the season. Some feel unsatisfied with the lack of resolution, and that’s a risk we knew we were taking with the plot.
We’ve also got feedback that our video was underwhelming to some, so we reshot it - just one example of the countless ways we have improved this series for you. And in return, you voted and we won 2nd place in a global competition for Best Tabletop Escape Game of 2020!
Thank you!
If you have any comments about the design process, the puzzles, or anything at all that you’d like to see, please don’t hesitate to reach out. Every customer interaction that we have is one that we really value. Whether you’re David leaving a 5 star review or Veronica leaving a 2 star review, you make us better!
Thanks for reading!
We do our absolute best to be 100% totally honest and truthful in our business. No fake reviews, no artificial scarcity, no phony countdown timers. What you see here is completely real. If we get something wrong, let us know and we will fix it.
Every review posted to a product is a real customer who has purchased, tested and shared their experience with an Escape Mail product. If you want to know what a product is like in real life, take a look at what real people have to say about it.
We do our absolute best to be 100% totally honest and truthful in our business. No fake reviews, no artificial scarcity, no phony countdown timers. What you see here is completely real. If we get something wrong, let us know and we will fix it.
Every review posted to a product is a real customer who has purchased, tested and shared their experience with an Escape Mail product. If you want to know what a product is like in real life, take a look at what real people have to say about it.
Our support team is available for your questions 24/7 and will do everything they can to answer your queries or resolve your issue quickly. Feel free to get in touch! And if you call us during business hours, you will speak to a real person!
Every order over the free shipping limit gets automatically upgraded to FREE worldwide shipping! How great is that? The free shipping limit is different for domestic and international customers – make sure to check the shipping information for all the details.
Our support team is available for your questions 24/7 and will do everything they can to answer your queries or resolve your issue quickly. Feel free to get in touch! And if you call us during business hours, you will speak to a real person!
Every order over the free shipping limit gets automatically upgraded to FREE worldwide shipping! How great is that? The free shipping limit is different for domestic and international customers – make sure to check the shipping information for all the details.
Every order over the free shipping limit gets automatically upgraded to FREE worldwide shipping! How great is that? The free shipping limit is different for domestic and international customers – make sure to check the shipping information for all the details.
If your product arrives damaged or it doesn’t show up at all, then we will happily either refund your purchase or send you the same replacement product free of charge – simple!
You can track the status and location of your order in real time as it travels from our warehouse to your door with our handy order tracking tool.
If your product arrives damaged or it doesn’t show up at all, then we will happily either refund your purchase or send you the same replacement product free of charge – simple!
You can track the status and location of your order in real time as it travels from our warehouse to your door with our handy order tracking tool.
Thanks to our network warehouses and strategic logistics partners, we are able to offer fast and affordable delivery across the world. Most products are shipped out within 2 business days, and we offer free worldwide delivery on orders over the free shipping limit.
As our customer, your satisfaction is our number 1 priority, and we will do everyone we can to make sure you are happy with your purchase.
Thanks to our network warehouses and strategic logistics partners, we are able to offer fast and affordable delivery across the world. Most products are shipped out within 2 business days, and we offer free worldwide delivery on orders over the free shipping limit.
As our customer, your satisfaction is our number 1 priority, and we will do everyone we can to make sure you are happy with your purchase.
Thanks to our network warehouses and strategic logistics partners, we are able to offer fast and affordable delivery across the world. Most products are shipped out within 2 business days, and we offer free worldwide delivery on orders over the free shipping limit.
★ ★ ★ ★ ★
When I first opened this newspaper, I was a little overwhelmed with the information and confused about what to do with it that I almost looked up some hints. But when I got that "ah-ha" moment where I understood what I was supposed to do I realized just how brilliant this episode really is. This envelope was so well written and conceptually thought out, I felt like it was just speaking my language. Seriously, these just keep getting better and better. Whatever the electronic version of a standing ovation is- that's what I'm sending to you guys!
- Colin, Escape Mail Customer
★ ★ ★ ★ ★
Chapter 9 was by far the most challenging episode for me.... It's worth it, though, because the story is pretty awesome! What a cliffhanger! Please mail the next episode ASAP! I'm on the edge of my seat!
- Donna, Escape Mail Customer
★ ★ ★ ★ ★
We LOVED this experience! A perfect variety of puzzles for a fun afternoon - it's amazing how much content is put into a regular envelope :) These escapes are so well done. I'm blown away every time.
- Noemi, Escape Mail Customer
★ ★ ★ ★ ★
This was awesome! Such a great thing to do with the roommates while we are all stuck at home. Challenging yet very satisfying when we figured something out.
- Gregory, Escape Mail Customer
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