What is a MAPP?
“MAPP” stands for Minimum Advertised Price Policy. There are several publishers in the gaming industry that have MAPPs, and it is important to stay current with the different policies out there, as they change fairly often. Each publisher has its own specific set of MAPP rules, but in general, a MAPP restricts retailers from advertising the publisher’s products below prices set by the publisher. This advertisement restriction is generally focused toward online advertising, but it may also apply to physical flyers and ads. Importantly, a vendor that uses a MAPP may not fix the retail price; at best, it may only suggest to the retailer the retail price—hence the acronym MSRP.
Publisher MAPs and Policies
Below is a list of MAPP pricing and policy details from the publishers we carry. Please contact your PHD Account Manager with any questions you may have. Not adhering to MAPPs from the following publishers may impede your ability to obtain product from those publishers. Each publisher has its own MAPP terms, so please read carefully.
AEG – Alderac Entertainment – Variable – Terms
CAS – Cryptozoic – 30% and No Amazon, Walmart, Target or other 3rd Party Sales – Terms
DWD – Dire Wolf Digital – MSRP only online, 20% offline – Terms
FAB – Flesh and Blood – 20% On Select SKUs (contact your Account Manager)
GLG – Gamelyn Games – 20% and no Amazon, Walmart, or Target – Terms
HAB – HABA – MSRP – Terms
LED – Leder Games – 20% and no Amazon, Walmart, or Target – Terms
PIP – Privateer Press – 15% – Terms
REO – Restoration Games – No Amazon, Walmart, or Target
STF – Steamforged – 15% – Terms
TAL – Thames and Komos – 10%*
TAP – The Army Painter – No Amazon, Walmart, or Target
USO – USAopoly – No Amazon, Walmart, Target or other 3rd Party Sales