Level 99 Games
From Distributor Dependence to Brand Autonomy: Scaling 2,800% through Strategic Migration.
Industries
Gaming and Tabletop
The Brand
Level 99 Games is a premier publisher of high-quality tabletop games, renowned for immersive experiences like Dead by Daylight™: The Board Game and innovative titles such as Bullet Heart and Millennium Blades.
The Challenge
For years, Level 99 Games operated under an exclusive distributor agreement on Amazon. While this provided a "hands-off" experience, it created a restrictive ceiling for the brand's potential:
The "Passive" Ceiling: The distributor focused on logistics rather than active growth, leaving the brand with a stagnant 0.36% conversion rate.
Zero Creative Control: Listings lacked the professional storytelling required for high-end tabletop games, resulting in a poor customer experience.
The DIY Realization: Upon reclaiming the account from the distributor, the brand managed operations for a single day before recognizing that the complexity of Amazon’s algorithm required expert intervention to truly scale.
The Solution
We stepped in immediately following the account reclamation to transform the "blank slate" account into a high-velocity revenue engine.
Account Migration & Buy Box Reclamation: We successfully navigated the transition of the catalog from the distributor to the brand’s own Seller Central account, reclaiming 100% control of the Buy Box.
Conversion Rate Optimization (CRO): We overhauled the creative assets for flagship titles. By implementing professional A+ Content and high-fidelity lifestyle imagery, we increased conversion efficiency by 8.6x.
Direct Brand Ownership: For the first time, we utilized real-time Brand Analytics to track search trends, allowing us to pivot from a "passive" sales model to an aggressive market-share acquisition strategy.
Keyword Conquesting: We optimized the entire catalog to index for high-intent search terms, ensuring the brand-owned account—not third-party resellers—captured the demand.
The Results
The shift from distributor-led sales to our direct, data-driven management unlocked massive dormant potential. Over a 10-month period, we achieved:
2,854% Increase in Monthly Sales Volume
767% Improvement in Conversion Rate (from 0.36% to 3.11%)
3.5x Increase in Search Traffic (Sessions)
100% Purchase Share for flagship queries, including "Dead by Daylight Collector's Set" and "Bullet Heart".
Key Performance Indicators (KPIs)
Monthly Revenue: Baseline
Agency Direct Management: 29.5x Higher. Growth Factor: +2,854%
Conversion Rate (CVR): 0.36%
Agency Direct Management: 3.11%. Growth Factor: +2,854%
Monthly Sessions: 1,950
Agency Direct Management: 6,812. Growth Factor: 249% Increase
Market Share: Fragmented
Agency Direct Management: 100% Purchase Share. Growth Factor: Total Dominance
Search Query Dominance
Dead by Daylight Collector's Set
100% Brand Purchase Share
Bullet Heart
100% Brand Purchase Share
Noir: Deductive Mystery Game
100% Brand Purchase Share
Millennium Blades
100% Brand Purchase Share
The Conclusion
By moving away from a restrictive distributor model and partnering with our agency, Level 99 Games reclaimed its brand identity and scaled at a pace previously thought impossible. In just 10 months, we transitioned the brand from a passive participant to a category leader, now generating nearly 30 times the monthly volume it did under previous management.
