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. Note that the MAPP percentages below refer to the maximum discount allowed by the policy.
AEG – Alderac Entertainment – Variable by title – Terms
BLG – Blue Orange Games – Variable by title; brick and mortar only; no 3rd-Party Sales
BTI – Burnt Island Games – MSRP – Terms
CAS – Cryptozoic – 30% MAPP; No Amazon, Walmart, Target or other 3rd-Party Sales – Terms
CGE — Czech Games Edition — MSRP IMAPP; No Amazon, Walmart, or Target – Terms
CGM – Contention Games – Slay the Spire $100 MAPP; No Amazon or other 3rd-Party Sales – Terms
CPH – Cephalofair Games – No 3rd-Party Sales, 100% MAPP – Terms
DWD – Dire Wolf Digital – MSRP only online, 20% offline – Terms
ELS – Elestrals – 2-Month Flat-Rate MAPP (see Terms) – Terms
ENG – Enhance Gaming – No 3rd-Party Sales – Terms
FAB – Flesh and Blood – Variable by title – Terms
FLF – Free League – No 3rd-Party Sales – Terms
GLG – Gamelyn Games – 20% MAPP; No Amazon, Walmart, or Target – Terms
CTG – Capstone Games – 20% IMAPP – Terms
HAB – HABA – MSRP – Terms
HSB – Hasbro – Variable by title
IUG – Inside Up Games – 20% MAPP; No Amazon or other 3rd-Party Sales – Terms
JPG – Japanime Games – 20% MAPP – Terms
KTBG – Kids Table Board Gaming – MSRP – Terms
KYM – Keymaster Games – Variable MAPP; No 3rd-Party Sales – Terms
LED – Leder Games – 20% MAPP; No Amazon, Walmart, or Target – Terms
LAE – Avantris Entertainment – MSRP first 6 months; then 5%; 15% for Black FRI/Cyber MON Weekend 2026
LOO – Looney Labs – 5¢ off MSRP – Terms
LJS – Left Justified Studio & Prolific Games – Variable by title – Terms
LUD – Level Up Dice – 10% MAPP
Lux Lupo – 20% MAPP – Terms
MDC – Mindclash Games – 20% MAPP; No 3rd-Party Sales – Terms, MSRP & MAP
NSG – North Star Games – MSRP; No 3rd-Party Sales – Terms
PFC – Pop Fiction Games – MSRP; no Amazon; No 3rd-Party Sales
PIP – Privateer Press – 15% MAPP – Terms
RAV – Ravensburger – Disney Lorcana: In-store sales ONLY for 2 weeks after release
RAV – Ravensburger – non-Lorcana: No 3rd-Party Sales; permissible ecommerce sites must follow Online Sales Disclosure Process
RCC – Rollacrit – MSRP; No 3rd-Party Sales – Terms
REO – Restoration Games – No Amazon, Walmart, or Target
RGS – Renegade Game Studios – MSRP; No 3rd-Party Sales
SBE – Stone Blade Entertainment – 20% MAPP – Terms
SCR – Sorcery: Contested Realm – 10% MAPP
STF – Steamforged – 15% MAPP
TAK – Thames and Komos – 10%* MAPP
TAP – The Army Painter – No Amazon, Walmart, or Target
USO – The Op – No Amazon, Walmart, Target, or other 3rd-Party Sales
VRG – Van Ryder Games – Variable by title (Final Girl Ultimate Boxes 100% MAPP) – No Amazon or B&M – Terms
WOS – Weebs of the Shore – Grand Archive: 30% MAPP for 1 month after release – Terms