The second season of Macy Murdoch, the tween-focused spinoff of Murdoch Mysteries, is now streaming on CBC Gem, YouTube, and TikTok—and it’s gaining traction in an unexpected place: Roblox.
As part of a wide-reaching discoverability campaign, Shaftesbury launched an immersive Roblox experience tied to the show’s storyline. Set inside the platform’s Teamwork Puzzles 2, the game sends players from a modern high school back to 1910 Toronto, where they must help Macy and Detective Murdoch fix a broken time machine. Players can unlock an exclusive digital collectible and watch a live-action video message from Macy herself.
Since launching in early April, the game has seen strong engagement, with over 34,000 hours played and over 120 million impressions, at an average session length over 8 minutes, since launching in early April, said a Shaftesbury spokesperson to iPhone in Canada.
“This isn’t just about time travel—it’s about connecting across generations,” said Shaftesbury Chair Christina Jennings in an statement to iPhone in Canada. “Our Roblox companion game deepens the story while making it interactive and relevant to new audiences.”
The series follows teenage detective Macy Murdoch—played by Shailyn Pierre-Dixon—as she and her friends attempt to solve a murder mystery tied to time travel. The new season features returning characters Billie and Zane, plus a guest appearance by Murdoch Mysteries lead Yannick Bisson.
The cross-platform campaign reflects Shaftesbury’s ongoing push into digital innovation, with producer Jay Bennett calling the Roblox launch “a natural evolution” of the studio’s strategy to reach Gen Alpha. The experience was developed with Roblox game studio Pears.gg.
Macy Murdoch is produced by Shaftesbury in association with CBC, with support from the Canada Media Fund, Bell Fund, and Ontario Creates. The series is available now on CBC Gem, YouTube, and TikTok.
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