Modiphius Entertainment partnered with blubolt to transform their fragmented digital setup into a unified, high-performing Shopify Plus store.

The problem

Removing the friction to global scaling.

Modiphius aimed to transition from a successful publisher to a high-growth global ecommerce leader. Their existing digital infrastructure, however, was fragmented. The brief focused on three pillars: accelerating international expansion, driving revenue growth, and deepening customer retention.

The primary obstacle was multi-store fatigue: a backend that required intensive manual effort to manage stock and reporting across regions. On the frontend, an overpopulated navigation and sub-optimal product discoverability hindered the user journey. To scale, Modiphius needed to replace manual workarounds with a unified, data-driven ecosystem built for global efficiency.

The solution

Consolidating the journey: Shopify Markets & B2B.

To address operational friction in managing multiple regional stores, we consolidated the Modiphius experience into a single, high-performance Shopify store. By leveraging Shopify Markets, we enabled a seamless international setup, specifically addressing VAT compliance for the EU and laying the groundwork for expansion into Australia and beyond.

We also integrated Shopify B2B, allowing Modiphius to manage wholesale and retail under one roof. This move didn’t just reduce manual overhead; it created a single source of truth for data, ensuring that stock, sales, and customer insights were unified and actionable.

A bespoke rebuild focused on discoverability.

We delivered a custom-built, high-performance theme designed to immerse players in the Modiphius universe while removing the noise of the previous site. The redesign focused on refining the information architecture and streamlining the previously busy navigation to ensure gamers could find their favourites (and discover new ones!) with ease. By creating structured layouts and flexible templates, we gave the Modiphius team the power to manage complex content and game-related resources independently, ensuring the site can adapt as fast as their product catalogue.

Operational excellence through data & insight.

We overhauled the brand’s tracking and SEO framework to move from guesswork to evidence-based growth. By identifying and addressing the specific points where browsers were dropping off, we enhanced product pages to showcase related content and community resources, turning a simple transaction into a deeper brand experience. We established core KPIs and cleaned up analytics to provide the visibility needed for smarter decision-making, ensuring every marketing effort works harder to drive conversion and lifetime value.

The result

Compounding gains across the board.

The transition from a fragmented setup to a journey-led Shopify Plus store has not only delivered immediate returns but also offers cumulative growth over time. By removing friction in the path to purchase and improving the mundane technical foundations, like site speed and navigation, we have significantly increased the value of every visitor.

The new Modiphius site isn’t just a shop; it’s now a scalable growth engine. Since launch, total transactions are +84%, AOV +36%, and conversion rate is +52%. Not to mention the operational hours saved by the team are now being reinvested into what they do best: creating world-class games.