Dungeon Crawl ClassicsUse DCC World to build a module business

F our years after the release of DungeonCrawl Classics #1: Idylls of the RatKing, the Dungeon Crawl Classics line

remains one of the industry’s best-recognizedbrands of d20 System adventure modules.With the imminent publication of #35 in theseries — a milestone for any role-playinggame line, especially a d20 line past the boom— publisher Goodman Games announcedplans to make the 35th DCC a deluxe boxedset. This $69.99 MSRP product is a completecampaign setting that also presents a uniqueopportunity for retailers — not only will itmake for a profitable sale on a single product,it can also be used to sell an entire line ofproducts.

Dungeon Crawl Classics #35: Gazetteerof the Known Realms is acomplete campaign settingthat ties together all previ-ously published modulesin the series. The “DCCWorld,” known as Áereth,is an archetypal fantasyworld. It’s the kind ofworld where a grizzled oldwarrior decides to goafter the dragon andasks who’s coming withhim. Or where thedark-eyed sorceressslowly surveys thecrowd of peasants,waiting for one to stepforward and pull thesword from the stone.In other words, it’s aclassic fantasyworld, an environ-ment where a Dun-geon Master cantell engaging new storiesusing archetypes already familiar to theplayers.

From a retailer’s perspective, DCC #35presents a unique selling opportunity. It’snot just a one-shot product with a highMSRP. It’s also a lead-in to the rest of theDungeon Crawl Classics line. Any gamerwho starts a campaign in the world ofÁereth is presented with three full-color,

gorgeously illustrated poster-sized world mapswhich notate the locations of every DungeonCrawl Classics module in the series. Theboxed set includes three defined adventurepaths that show a Dungeon Master how tolink these adventures together. Of course, allof the modules must be purchased separately.So the Dungeon Master who buys the boxedset will be back in your store two weeks later,purchasing the other Dungeon Crawl Clas-sics modules he needs to set up his cam-paign!

This placement within a larger line is a veryimportant trait to consider. Selling a role-play-ing game product with an MSRP higher than$40 is always difficult, and it becomes moredifficult the higher the price goes. Consumersalways wonder, “Will I use this enough to get

my money’s worth?” or “Isthis good enough tojustify the price?” Inthis case, the consumeris already familiar withthe Dungeon CrawlClassics brand, so halfthe battle is alreadywon. It’s not a questionof whether they’ll buyDCC #35; it’s a questionof when.

Dungeon Crawl Clas-sics #35: Gazetteer ofthe Known Realms pres-ents retailers with achance to sell a high-mar-gin, high-priced item to anestablished fan base. SomeDungeon Crawl Classicsfans may question the highprice, especially in anentry-level product linewhose typical price point is

under $15. The boxed set is expensive — butit presents an extraordinary value for theprice. Any consumer who picks up the boxwill feel the weight of what’s within — morethan 300 pages of gaming material, presentedas a total of four books. A Gazetteer, GM’sGuide, and two brand new modules fill up theinterior of the box, along with the aforemen-tioned three full-color poster-sized maps, plus

GAMES IN FOCUS

byJosephGoodmanPresident,GoodmanGames

From aretailer’sperspective,DCC #35presents aunique sellingopportunity.It’s not just aone-shotproduct witha high MSRP.It’s also alead-in to therest of theDungeonCrawl Classicsline.

Joseph Goodman ispresident of GoodmanGames, publishers ofDungeon Crawl Clas-sics, Etherscope, andX-Crawl. Find out moreat www.goodman-games.com.

42 • Comics & Games Retailer • September 2006 www.comicsretailer.com

a fourth players’ map designed for immediatelyuse by players.

The boxed set’s cover is designed to appeal toolder gamers. According to Wizards of the Coast’sdemographic surveys, older gamers typicallyspend more than double what younger gamersspend on role-playing games each year. They rep-resent a segment of the population that has dis-posable income — and they have influence overwhat the next generation of gamers will buy. Manyolder gamers are raising their children as role-players. It’s with that in mind that the cover art ofDCC #35 is designed. It features two design ele-ments that will immediately appeal to oldergamers — the Clyde Caldwell-style cover art remi-niscent of the old TSR Gazetteers, and the “redbox” look of the classic Dungeons & DragonsBasic Set from the early 1980’s. Every gamerfrom that era will immediately “get” what theproduct is trying to accomplish.

Despite the fact that Dungeon Crawl Classics#35: Gazetteer of the Known Realms presents acampaign setting for an adventure line billed as“stand-alone,” it doesn’t change the way DungeonCrawl Classics modules will be produced andplayed in the future. Áereth draws upon the samebasic fantasy archetypes as Dungeons & Drag-ons, so it doesn’t change the assumptions neces-sary to build a world of adventure. A gamer caneasily run any Dungeon Crawl Classic in theirown world, even after the release of DCC #35 —and that won’t change with #36 onward. FutureDungeon Crawl Classics will identify their loca-tions on the maps presented in DCC #35, but willremain world-neutral for all practical purposes.

Retailer SupportGoodman Games offers extensive retailer sup-

port to make sure this boxed set continues to sell.Our spinner rack program is one ofthe most popular promotions of thelast year. Nearly 100 game storesnationwide now employ the “DCCspinner,” a stainless-steel 16-pocketspinner rack with custom sign thatoccupies a tiny footprint — yetallows a retailer to display the entireline. All distributors offer this spin-ner as part of a DCC bundle — witha sufficiently large purchase, a retail-er can get the custom-designed fix-ture free for their store.

Another popular Goodman Gamespromotion for the Dungeon CrawlClassics line was the 20%-off sale inApril and May. We offered retailersthe entire DCC line at a whopping20% discount, and asked distribu-tors to extend the deal to retailers. Inturn, retailers were asked to extendthe deal to consumers, with the helpof a full-color in-store display sign

that Goodman Games provided.

We also promoted the line directlyto consumers through a number ofchannels. Check the back of Dun-geon or Dragon for their periodicDCC ads. In January of each year,Goodman Games offers a consumerrebate program. We also feature aretail locator on our web site. Perhapsour most popular promotion is the “$2module,” a complete DCC adventuremodule priced at the low, low price of$2. It’s a perfect introduction to theDCC series and a very easy sale for aretailer.

Each year at Gen Con, GoodmanGames sponsors the annual DungeonCrawl Classics Open Tournament,where more than 100 gamers competeto survive some of the toughest dun-geons ever designed. Each year’s tourna-ment module is released to stores as aDCC module. DCC #13: Crypt of theDevil Lich and DCC #30: Vault of theDragon Kings were both tournamentmodules, and the locations of both canbe found on the maps inside DungeonCrawl Classics #35: Gazetteer of theKnown Realms.

Build a Module Business In Your StoreThere’s an old saying in the gaming

industry: “Modules don’t sell.” Don’t tellthat to Goodman Games. We draw ourinspiration from the 1980s boom days,before the terms “sourcebook” and“gazetteer” were ever termed. Back then,modules did sell, and they were Dungeons& Dragons in the eyes of many gamers.

The boxed set’scover is

designed toappeal to older

gamers. According to

Wizards of theCoast’s

demographicsurveys, older

gamers typically

spend morethan double

what youngergamers spendon role-play-

ing gameseach year.

September 2006 • Comics & Games Retailer • 43www.comicsretailer.com

Good-manGames isleading thechargeback to the“glory days”of adventuremodule sales.It is possibleto build agame companyaround adven-

ture modules, providedit’s done right. Goodman Games has used Dun-geon Crawl Classics to expand both retailerand fan awareness about what makes a goodmodule, and how to sell adventure modules.

Here are a few things you can do in yourstore…

Stock a Range of Levels. This is the mostcommon mistake made when trying to buildan adventure modules business. Modules arelike shoes — even if you like the style, youhave to hope the store has one that fits.There are 20 possible character levels inDungeons & Dragons (more if you countepic-level play), so there’s a significantchance that a Dungeon Master who likes amodule still won’t buy it because it doesn’t

fit his play-ers’ currentlevel. Thus,the impor-tant lessonis to stock arange of lev-els. An adven-ture moduleline such asDungeonCrawl Classicsdoesn’t earn its

legitimacy in the eyes ofconsumers until it has enough depth of adven-tures and breadth across levels to offer anoption for every campaign.

Adventure Paths — Sometimes, But NotAlways. There are strong opinions amonggamers regarding whether or not they preferadventure paths. An “adventure path” is agroup of modules that follow continuously, oneafter another, to form an interconnected story-line. About 50% of active gamers love adventurepaths — and the other 50% hate them. Regard-less of your personal preference, you will neversatisfy both camps. The solution is to stockboth kinds of adventures. The best kind is mod-ules that are both stand-alone, but which canbe linked together if so desired. For example,DCC #21: Assault on Stormbringer Castle isa complete adventure unto itself, but can easilybe combined with DCC #22: The StormbringerJuggernaut to build an adventure path. TheDungeon Crawl Classics series offers a numberof interlinked adventures that can be used ontheir own or as components of an adventurepath.

Keep Them Coming BackGoodman Games has aggressive plans for the

Dungeon Crawl Classics line. We’ve launched anumber of “buzz-worthy” products in addition toDCC #35: Gazetteer of the Known Realms. Inpartnership with Midnight Syndicate, the com-pany has released DCC #34: Cage of Delirium,the first adventure module to be packaged withits own soundtrack on CD. The $2 DungeonCrawl Classics modules always provoke interestfrom fans, and the old-school cover art — fea-turing the likes of fan favorites Erol Otus, JeffDee, Jim Roslof, and Jim Holloway — continuesto arrest attention of passers-by. Make sure youtalk up the “buzz-worthy” products in yourstore, perhaps with shelf tags or employee rec-ommendations. Once you have enough adven-tures on the shelves, every Dungeon Master willhave an option — and once that happens, youcan use buzz-worthy products to get them talk-ing. After that, they’ll keep coming back — andsoon you’ll have a growing module business! ❖

An adventuremoduleline such asDungeonCrawlClassicsdoesn’tearn legitimacyin the eyes of consumersuntil it hasenoughdepth ofadventuresand breadthacross levelsto offer anoption forevery campaign.

GAMES IN FOCUS

44 • Comics & Games Retailer • September 2006 www.comicsretailer.com