Hammer of War Online

So there’s this new site called Hammer of War Online, which bills itself as “The Unofficial Source for Warhammer Online: Age of Reckoning.” Some people I know are writing for this site. I truly hope they’re getting paid, since it is an ad-supported site.

I’m not going to talk about the content of the site because people I know write for it. But let’s talk business practices. As I said, it’s an ad-supported site. And what are the ads for? “Gold Farming Secrets.”

Talk about poisoning your own well. Granted, it isn’t quite a “Buy War Gold” ad, but it’s as close as exists right now. Apparently a guide to help you become one of the people selling the War gold.

I urge you to write to the site owners and tell them how you feel, if you think selling gold farming tools on an enthusiast site is wrong. This isn’t a call to boycott the site or anything like that. I just hope that they can find better advertisers who send a more positive message.

UPDATE: I contacted Hammer of War Online with my concerns and very quickly got this response:


Actually, they are offering secrets on how to make money for your character, not advocating the buying and selling of gold for real money. They just use the term “gold farming” to catch your eye. Hammer of War Online does not nor will it ever support any company that advocates the buying or selling of gold or in-game items with real money.

Hope that answers your questions, and thank you for reading Hammer of War Online!

I’d still personally advise the advertiser that using “gold farming” to catch an MMO gamer’s eye is something akin to using “How to be a Pedophile” to grab attention, but I’m heartened by the broader message that Hammer of War Online has a firm policy against hosting ads that advocate buying or selling gold.

Kudos to them!!

6 thoughts on “Hammer of War Online

  1. I was worried about their ads too when I started writing for them but the owner of the sight was very nice and prompt in answering any questions I had. In a span of two weeks before launch I got several offers to write for websites and only Hammer of WAR Online was worth it because of integrity. I noticed several other blogs with that company too.

  2. Thanks for the write-up. I guess bad publicity is still publicity. 😉 In response to your article:

    Yes, our bloggers get paid. We are far from profitable. Our main goal is to build a community and source of information for fans of Warhammer Online. If it turns out we can make a profit with our ads, we plan to split it with our bloggers, but right now, we’re in the red.

    Thanks for posting my response to your email. As I said, I don’t consider a guide that offers players information that they can use to make money for their characters in a legitimate manner unethical. I love me some tips on how to make gold. On the other hand, if an advertiser who sells gold for real money were to approach us, they would get a swift kick in the ass for their efforts.

    Thank you for reading Hammer of War Online!

  3. Hey Joey,

    I dunno, do you think of this post as bad publicity even with the update at the end?

  4. Pete,

    If you do a search for “Hammer of War Online” on Google, this post shows up on the front page:

    Dragonchasers » Hammer of War Online: Questionable ethics?
    3:51pm15 Sep 2008 … So there’s this new site called Hammer of War Online, which bills itself as “The Unofficial Source for Warhammer Online: Age of Reckoning. …

    If someone were to see that without bothering to click-thru and read to the end of your article, they would probably be led to the conclusion that we do indeed have questionable ethics. Hopefully the majority of people will read your article and see your update or visit our website and like what they see. 😉

  5. Joey,

    I’ve changed the title of the post for you (ok, and for Jobildo, Ysharros, Boat and any other CoW members writing for HoW!). It’ll take a bit for google to respider and update its indexes though.

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