WarriorElite is a new games publisher from the UK that recently released WAR FOR EDADH, an intricate and highly original card-based game of tactical fantasy warfare. I think the game is pretty great, a totally different take on the concept with the kind of rough-hewn idiosyncrasy and defiantly non-mainstream ideas that make the game well worth its criminally low sub-$25 retail price.

As impressed as I am by WAR FOR EDADH’s interesting gameplay and fresh approach to the fantasy genre, I’m even more impressed that such a high quality, ambitious game came practically out of nowhere—beneath the radar and relatively unheralded despite a few very positive early notices in the hobby community. I thought it would be interesting to sit down for a virtual conversation with WarriorElite: Deb, Nigel, and Lloyd Pyne to get their thoughts not only on what makes WAR FOR EDADH a different kind of game but also to discuss some of the challenges of being a small publisher in a niche market where only a few publishers could be considered to be “majors.” This is the first half of the interview, mostly focusing on WarriorElite, the company, with the second half to follow in next week’s Cracked LCD where we’ll get more into the game itself.

First off, congratulations on WAR FOR EDADH’s success— it seems that the notices so far are good to great, you had some good responses at Gen Con, and with the game already in a second printing it looks like you’ve got a success on your hands. Have you picked out a Lamborghini yet?

Nigel: Thanks. The last few months have been good and we’ve been happily surprised with the amount of positive feedback we’ve got – still there’s a way to go before we count War for Edadh as a success. I’ve actually already got the Lamborghini – funny thing is that it turns out that Lamborghini actually don’t make the car . . . it’s some weird company called Matchbox!

Having worked in the retail end of it, I have to say that it’s a great reward in and of itself to be doing something you love and being involved in promoting the hobby.

Lloyd: It’s great to see people playing the game and getting it – the tactical focus and the levels of depth / versatility. The positive feedback has been a welcome validation of the time and effort we put into creating it just right, so we’re quite chuffed really. As for the car – I personally would be happy just to be able to make WarriorElite my life-long career and forego the luxuries, what are they if the dream is dead?

So Warrior Elite is a family affair. Do you find it easier or harder to be in business with family? Which one of you guys is Noel and which one is Liam?

Deb: Please don’t let me be married to either – musical talent notwithstanding; it’s the eyebrows that are a little freaky! Where are the tweezers?

It seems like there’d definitely be some Gallagher-esque friction involved anytime family ties are involved.

Lloyd: I would say the pros outweigh the cons. I was reading a forum post the other day where someone was recommending absolutely NOT going into business with family or friends. Why not? If a person has a good track record in the areas of character you need to make it work i.e., honesty, being industrious etc., then it’s actually a better idea than going into business with a total stranger. I wouldn’t indiscriminately rule out family, friends or prior strangers.

It was with friends that I got burned though! I’d recommend against it, really, but there are plenty of successful businesses out there run by friends and groups of friends. Isn’t the saying something like “Three can run a business if all of them are dead” or something like that?

Nigel: There are actually 3 of us involved with WarriorElite – myself, Lloyd and my wife Debs – so it’s difficult to decide which one is Noel and which Liam. Anyway, the last I heard Noel and Liam were sat around asking themselves which one was Nigel, Lloyd or Deb!

How is WAR FOR EDADH an “alternative” game? It almost seems kind of odd in such a niche, non-mainstream hobby to bill something as “alternative.” Is there ample room for “alternatives” in such a small market?

Nigel: We decided to position War for Edadh as ‘alternative’ for two reasons – First, its gameplay is unique and offers a new gaming experience for a wargame. Second, the fantasy world it’s set in is new and different. Although you’ll definitely be able to spot the influences in War for Edadh it certainly isn’t a clone or like any existing game – it is its own thing and we wanted to get that across. And no, there’s absolutely no more room for any more “alternatives”. We got there first so go find your own niche!