This is a sidebar article to our coverage of how Wizards of the Coast handles release dates for its two main product categories and various distribution channels (see 'Wizards of the Coast Readies New Street Date Policy').  Our information came from discussions with retailers, distributors, and with Wizards of the Coast, where Supervisor of Merchant Services Pat Booze was our primary source.  We were also assisted by Don Williams of the Wizards public relations staff. 

 

Wizards of the Coast distributes its products through five main distribution channels -- direct to consumer, direct to 'core' retailers, hobby distributors, to book outlets through the Tor/Forge imprint of Holtzbrinck Publishers, and direct to chain accounts.  There is also secondary distribution through some of these channels.  For example, Ingram books distributes WotC RPGs, but does not purchase from WotC directly (presumably buying them through Holtzbrinck).  Here's a brief description of each of these channels and what types of products they carry.

 

Direct to consumers:

WotC sells directly to consumers three ways .  First, it sells online through its Wizards.com website.  Second, it sells direct through its own stores, both as Wizards of the Coast and as Gamekeeper.  As of the end of 2000, there were around 100 company-owned stores under the two brands combined, and plans to expand the chain in 2001 were shelved (see 'Hasbro Results Cite Pokemon Decline'). 

 

Direct to 'core' retailers:

WotC sells direct to between 2000 and 2500 core retailers, which are retailers that know something about the gaming phenomenon.  These customers can buy both RPGs and CCGs, although one distributor did tell us that not all RPG backlist titles are available to the direct accounts.  These are broken into two classes, the regular direct accounts and 'Premiere' accounts.  Premiere accounts have extra benefits vs. the other direct accounts; according to WotC, they're treated the same as company-owned stores.  About 2/3 of WotC's total direct accounts are Premiere stores.

 

Hobby Distributors:

WotC currently sells directly to under ten hobby distributors.  This number has been coming down steadily in recent years, and at least one distributor that recently ceased doing business -- Zocchi -- cited the loss of the WotC account as a contributing factor to its demise (see 'Zocchi Distribution Closing Its Doors').  Hobby distributors can buy any of WotC's products, whether RPGs or CCGs.  The target retailer for these distributors is also the 'core' retailer.  One distributor described his company as a 'back fill' channel for hobby retailers, 'not the primary distribution method.'  Regardless, he said, 'I love their products; it's why we're here.'

 

Book Distribution:

WotC distributes its RPGs to the book trade through Holtzbrinck Publishers, specifically through its Tor imprint.  Hotzbrinck sells to books distributors, chains, and independent book retailers.  Hotzbrinck does not carry WotC's CCG products.

 

Direct to chain retailers:

WotC sells its CCG products directly to a variety of chains, including mass merchants (e.g., Walmart) and book chains.  This can create a situation where a chain might be buying different WotC products through different channels.  For example, a book chain may buy RPGs through Holtzbrinck and CCGs directly fromWotC.