War Dungeon is a Nerdworks-owned specialty retail brand for Warhammer (40,000, Age of Sigmar, The Old World) and Dungeons & Dragons. It sits alongside Nerdworks (TCG + tabletop generalist), ArtSabers (Star Wars helmets and lightsabers), and Paragon (gaming peripherals) in the Nerdworks brand portfolio. Single dedicated site at wardungeon.com — multisite blog 7 of the CamCom network — with its own child theme.
Core catalogue: Warhammer 40,000, Age of Sigmar, The Old World armies, accessories and hobby supplies; Dungeons & Dragons rulebooks, dice, minis, and terrain. Production catalogue is currently empty (full 1,895-product purge on 2026-04-26 ahead of a brand-faithful relaunch). Content load happens via Lily-assisted product import after the theme ships.
Ecommerce-first: the primary visitor action is to buy a product. The differentiator versus UK Warhammer specialists (Element Games, Wayland Games, Goblin Gaming) is the layer of added-value content and tools that none of them execute well. The site itself is the brand statement.
Warhammer and Dungeons & Dragons players of all ages, skills, and genders. The site supports first-time-buyer newcomers (via How-To Guides and Tutorials), mid-skill enthusiasts (via the Painting Showcase and Creator content), and tournament-grade competitive players (via the Army Builder and tournament-aware product information) on the same surface.
Army Builder — launch feature. Unit selector, live points tracker, playstyle analysis, army suggestions, saved armies per user account. Drives a configure → add-to-cart conversion path. Built as a separate plugin (slug wd-army-configurator); not part of this theme initiative. Stat data stored as WooCommerce global product attributes (taxonomy-based, queryable) plus an indexed points-cost meta key.
Battle Simulator — Phase 2 feature. Two-dimensional top-down turn-based battle viewer on HTML5 canvas. PvP between saved armies; PvE against generated opponents. Claude API streaming commentary in a Twitch-chat-style sidebar. Same plugin as the Army Builder, phase-gated.
how-to-guides and tutorials categories. No custom CPT.painting-showcase category. UGC submissions handled via a standard form.Cross-brand loyalty points — earn on War Dungeon purchases, redeem at Nerdworks, ArtSabers, Paragon, or War Dungeon. Substrate is the WooCommerce Points & Rewards plugin, extended in-house to add an Exchange Points for Gifts capability (the off-the-shelf plugin does not support it). Out of scope for this theme initiative; theme briefs reference the loyalty surfaces (footer cross-redemption block, account loyalty summary, points badges on product cards) so the visual treatment is anticipated.
WordPress multisite — camcom.dev network, blog 7 = war-dungeon. Child theme of camcom-v2 (the universal parent), inheriting global header, footer, navigation, cart, checkout, and my-account templates. Brand silo only adds colour, typography, brand-specific component overrides.
Existing stack on production: Mintsoft (stock + dispatch), AffiliateWP (creator profiles), SearchWP (search + live search), Brevo (newsletter + transactional), Metorik (analytics), Site Kit / Google Analytics, GDPR Cookie Consent, WooCommerce Points & Rewards. Performance stack: Object Cache Pro, WP Rocket, ShortPixel (WebP + compression).
No admired competitor reference. Element Games, Wayland Games, Goblin Gaming are functional commerce sites but visually undifferentiated — interchangeable grid-of-products experiences. War Dungeon differentiates on two axes simultaneously: a distinctive aesthetic (Steampunk + Old-West / saloon — see Design Brief) and a content + tools layer the competitors do not attempt. Visitors should leave a category page feeling they have been somewhere unlike anywhere else in UK Warhammer retail.