Killing It
Forbes Indonesia|February 2021
Ryan Hogan and Derrick Smith are cashing in on the pandemic’s deadly combination of boredom and screen fatigue by selling immersive murder mysteries packaged in monthly subscription boxes.
Elisabeth Brier
Killing It

It’s Saturday night in Uxbridge, Massachusetts, and Heather Nicoll, a 31-year-old graphic designer, is investigating a murder. Along with a close friend, she rummages through a box of old newspaper clippings, financial records and police reports as she attempts to solve the grisly death of Jake Morgan, the lead singer of Just4fun, a fictitious boy band. Every month Nicoll, along with 100,000 others, pays around $30 to Baltimore-based startup Hunt A Killer to receive a new installment of the game. It will take a full “season” of six boxes, costing $180, to get to the bottom of Morgan’s death. “I don’t mess around when it comes to cracking these cases,” says Nicoll, who tracks her results with a pencil in a binder. “I’m fully addicted to investigating things now.”

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