It started with a birthday party. Four years ago, Faith Neece had never even heard of an escape room. When a friend invited her to play “Runaway Train” at Breakout Games, she had no idea that one hour of frantic fun would change the course of her career. “I remember thinking after that game, number one, I’m going to be addicted to this,” Faith recalls. “And then second, I thought, that would be such a fun job.”
“I remember thinking after that game, number one, I’m going to be addicted to this.”
That initial spark of excitement led her to apply for a part-time Game Master position the very next day. Today, Faith is the Brand Operations Manager for the entire Breakout Games franchise, overseeing the marketing and guest experience for dozens of locations. Her journey from running games to running the brand gives her a unique perspective, one that has been instrumental in shaping Breakout’s strategy for connecting with players and standing out in a crowded entertainment landscape.
Faith shared some of the hard-won lessons and clever strategies that have helped Breakout Games become a household name. For any escape room owner looking to level up their marketing, her insights are as good as a master key.
Listen In
The full interview with Faith is available to listen to below. Faith was very open with how Breakout Games has fortified their brand and gave tactical advice for any escape room owner to implement in their business. Definitely worth a listen if you’re looking to level up.
Cracking the Social Media Code
One of the first things you might notice about Breakout Games is their massive online presence. With over 1.7 million followers across platforms like TikTok, Instagram, and Facebook, they are masters of social engagement. But it wasn’t always that way.
Faith explains that their strategy used to be very promotion-heavy, focused almost entirely on getting people in the door. They soon realized they needed to shift their approach. The new goal was to give people a taste of the Breakout experience before they even booked.
“When you’re scrolling on your feed, you suddenly come across a riddle.”
Instead of just posting ads, they started sharing riddles, memes, and funny, relatable questions. “When you’re scrolling on your feed, you suddenly come across a riddle,” Faith says. This simple shift does two things: it engages people’s minds in a way that aligns perfectly with the escape room concept, and it encourages comments, which is great for the algorithm.
They also learned to lean into the hilarious moments that happen in every game. As any Game Master knows, escape rooms are basically “professional people watching.” Players say and do the funniest things under pressure. Breakout started posting short, funny video clips of player reactions—not showing any spoilers, but capturing the pure, chaotic joy of the experience. These videos show that it doesn’t matter if you win or lose; what matters is the fun you have with your friends. This approach helps demystify escape rooms for newcomers who might be intimidated or think they wouldn’t be good at it.
More Than a Game: Keeping Your Biggest Fans Engaged
A common challenge in the escape room industry is that once a team plays all the rooms at a location, they might not have a reason to come back. Breakout tackles this head-on by finding creative ways to keep their loyal fans connected.
This is where their email and text lists, numbering over two million subscribers, become crucial. These channels are used to treat their most dedicated players like VIPs. When a new room is about to launch, these subscribers are the first to know, getting them excited and making them feel like insiders.
For those who have played every game and are eagerly awaiting the next one, the social media riddles and puzzles serve another purpose. They keep the brand top-of-mind and continue to provide that little hit of puzzle-solving fun that fans crave. It’s a smart way to maintain a relationship with your customer base even when you don’t have a new product to sell them.
Fun Comes First, and Other Secrets of the Guest Experience
At the heart of Breakout’s success is a simple philosophy: fun comes first. This idea influences everything from game design to how their Game Masters are trained. “People aren’t there for the room,” Faith emphasizes. “They’re there for the fun time they’re going to have. They’re there for the memories that they’re going to create.”
“People aren’t there for the room, they’re there for the fun time they’re going to have. They’re there for the memories that they’re going to create.”
This philosophy is baked into their training. Game Masters are taught to feel like they are playing the room with the team, not just watching them. The language they use when giving clues is collaborative. Instead of saying, “You should do this,” they’ll say, “We might want to think about this.” It’s a subtle difference, but it makes the experience feel more supportive and less like a test.
This focus on the guest experience is also why they push for reviews so hard. With nearly 300,000 five-star reviews, they understand that word-of-mouth is their most powerful marketing tool. Game Masters are trained to ask for a review after every single game, and because most people have a great time, they’re happy to share their experience.
Keeping It Fresh with New Adventures
To keep players coming back, you have to innovate. Breakout does this not only by building new rooms but also through strategic brand partnerships. They’ve teamed up with Hasbro to create officially licensed escape rooms for iconic games like Clue and Monopoly. These recognizable names attract a new audience that might not have tried an escape room before but loves the classic board games.
They also aren’t afraid to experiment with the escape room formula itself. Their “Kidnapping 2” room, a sequel to one of their most popular games, starts with the players in complete darkness. It’s a great example of how to use sensory elements to create a fresh and thrilling experience. Faith notes that this trend of playing with different senses, or even depriving them, is becoming more popular across the industry.
From a single birthday game to helping steer a national brand, Faith’s journey is a testament to the power of a great experience. Her insights show that the most effective marketing isn’t about flashy ads or big discounts. It’s about understanding what makes the experience special and finding creative, authentic ways to share that with the world. By putting fun first and building a real community around their brand, Breakout Games has found the key to long-lasting success.
You can catch up with Breakout Games on their website and check out some of their locations here on Escape Room Daily.