What AmazingCo does

AmazingCo is a direct-to-consumer experiences and activities platform founded in 2016 and headquartered in Melbourne, Australia. The company designs and sells curated real-world and at-home experiences organized around its flagship Mystery Picnic concept — a self-guided food and adventure experience in which participants solve clues to discover destinations featuring local food stops and attractions. The platform serves four primary consumer segments — couples, families, friends, and at-home/remote users — across more than 50 cities in five countries (United States, Canada, United Kingdom, Australia, and New Zealand), with localized country storefronts and multi-currency support.

The product portfolio is anchored by Mystery Picnic and extends across overnight experiences (Mystery Picnic Weekend, Mystery Getaways), bar and nightlife formats (Mystery Bar Hop), at-home digital offerings (Clues & Cocktails, Sofa Sommelier, Watch Party, Murder Mystery Party, Virtual Challenge Parties, At-Home Dates, Family Date Night, Greek Feast & Games Night, Kids Mystery Party, At-Home Pamper, Hosted Trivia), and digital/physical gift cards. The underlying technology is a self-guided digital experience platform delivering mobile-accessible content, city-specific curated routes and stops, and a digital gift card delivery system; no native mobile app or public API is exposed, and the platform does not currently disclose any AI/ML capabilities.

The business model is transactional direct-to-consumer commerce. Revenue is generated through one-time experience bookings ($25 for at-home digital products up to $500+ for overnight Mystery Picnic Weekends) and gift card sales ($25-$500+ denominations, 3-year validity), with bundle discounts of 10-15%. Distribution is exclusively through the company's own website (amazingco.me), supported by phone concierge and online chat, with payment processing through Visa, Mastercard, American Express, PayPal, Google Pay, and Apple Pay. The company has raised approximately $5.2M across four funding rounds from 2017 through 2021 (Macdoch Ventures, Saniel Ventures, Rampersand, Artesian VC, OneVentures, Upswell Ventures).

Name

AmazingCo

Legal name

AmazingCo

Website

https://amazingco.me

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

AmazingCo is a direct-to-consumer experiences platform that designs and sells curated self-guided Mystery Picnics and themed activities — outdoor, at-home, and virtual — for couples, families, and friend groups across 50+ cities in the US, Canada, UK, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Leisure Experiences

NAICS

All Other Amusement and Recreation Industries (71399)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Escape Room Games & Mystery Puzzle Boxes Retail (CRALALAM)

Keywords

• Self-guided food tours
• Mystery experience games
• Experience gift cards
• At-home activity kits
• Curated leisure experiences

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Experience Bookings: Customers purchase individual experiences (Mystery Picnics, Clues & Cocktails, Watch Parties, etc.) through one-time transactions on the website. Each experience has a fixed price point based on group size and experience type.
2. Gift Cards: Digital and physical gift cards with fixed denomination values ($25-$500+) that can be redeemed for experiences. Gift cards have 3-year validity and can be used toward any experience or stored balance for future use.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

AmazingCo designs and sells its own portfolio of curated, self-guided consumer experiences, including mystery picnics, mystery weekends, cocktail hunts, mystery bar hops, watch parties, murder mystery parties, trivia nights, and at-home activity kits. Experiences are sold directly to individual consumers and gift-card purchasers across more than 50 cities in the US, Canada, UK, Australia, and New Zealand, with fulfillment supported by partner venues and digital experience content.

Product overview

AmazingCo operates a platform-plus-modules architecture offering curated experiential activities primarily centered around the Mystery Picnic concept. The core product is Mystery Picnic (available in dates, family, and friends variants), which is a self-guided food and adventure experience with 50+ US cities and international coverage. The portfolio extends to overnight getaways (Mystery Picnic Weekend, Mystery Getaways), bar experiences (Mystery Bar Hop), at-home activities (At-Home Dates, Clues & Cocktails, Sofa Sommelier, Watch Party), social events (Murder Mystery Party, Challenge Parties, Virtual Challenge Parties), family activities (Family Date Night, Kids Mystery Parties), and gift card products. Experiences are organized by audience segment (Couples, Families, Friends, At-Home) and are available as digital bookings with optional gift card gifting.

Differentiator

Problem solved

Functional benefit

Products and services

• Mystery Picnic

Quantifiable outcome

• 4.8 star rating from 1000+ customers
• +1 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Groupon: Groupon operates a much broader local deals marketplace that includes leisure activities and experiences. While its scope is far wider than AmazingCo's curated offerings, it competes for the same impulse and gifting-driven local leisure spend.
• Atlas Obscura: Atlas Obscura curates unusual local experiences, places, and food across global cities, including its own Experiences marketplace. Its emphasis on discovery and unique local curation closely mirrors AmazingCo's Mystery Picnic positioning.

Direct peers

• Headout: Headout is a mobile-first marketplace for last-minute tours, attractions, and curated experiences in major cities. It competes for AmazingCo's spontaneous consumer bookings and increasingly emphasizes curated, themed experiences.
• Airbnb Experiences: Airbnb's Experiences product offers hosted activities in cities worldwide — directly competing with AmazingCo's curated local experiences. Both platforms monetize through commission/booking fees on consumer-led leisure activities, and both invest heavily in city-specific curation and SEO.
• Viator (Tripadvisor): Viator is one of the largest tours and activities marketplaces globally. While it skews toward tours and attractions, it competes directly for AmazingCo's couple, family, and friend-group leisure bookings and operates a comparable direct-to-consumer booking model.
• Fever: Fever is a global experiences and events marketplace operating in dozens of cities, focused on curated, often themed leisure activities. Its direct-to-consumer model and city-by-city content approach mirror AmazingCo's Mystery Picnic playbook, with strong overlap on mystery/immersive formats.
• GetYourGuide: GetYourGuide is a leading global marketplace for tours, activities, and curated local experiences. It overlaps with AmazingCo's self-guided local experience offering, competes for the same leisure-spend wallet, and similarly operates a city-by-city inventory with self-guided and host-led formats.
• Cloud 9 Living: Cloud 9 Living is a US experience gifts marketplace offering curated activities across categories including dining, adventure, and getaways. Its gifting-led model and curated experience inventory overlap closely with AmazingCo's Mystery Getaways and gift card products.
• Tinggly: Tinggly sells experience gifts and gift cards redeemable against curated activities in many countries — a near-direct analog to AmazingCo's gift card and experience bundle model. Both target gifting occasions for couples, families, and friends.

Emerging players

• Watson Adventures: Watson Adventures runs scavenger-hunt and mystery-themed group experiences in multiple US cities. Its scavenger-hunt/puzzle-solving format is a close analog to AmazingCo's Mystery Picnic clue-solving concept, targeting similar friend and corporate group segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds4 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AmazingCo