What Pinnacle Entertainment Group does

Pinnacle Entertainment Group (PEG) is a privately held tabletop roleplaying game publisher founded in 1994 by Shane Lacy Hensley and operated as Great White Games, with DBAs including Pinnacle Entertainment Group, PEG, and Sigil Entertainment. The company's core product is the Savage Worlds Adventure Edition (SWADE) ruleset, a generic "Fast! Furious! Fun!" RPG engine first published in 2003, which underpins 25+ branded settings including the flagship Deadlands franchise (Weird West, Hell on Earth, Lost Colony, Noir, Reloaded) plus licensed adaptations (Rifts, Pathfinder for Savage Worlds, Flash Gordon, The Goon, Fear Agent, The Sixth Gun, Lankhmar, 50 Fathoms, East Texas University). Revenue derives from one-time digital and physical product sales priced $5.99–$49.99, VTT modules distributed on Foundry VTT, Fantasy Grounds, and Roll20 (including Steam), licensed miniatures and merchandise via RedBubble, fiction under the Wendigo Tales imprint, and two licensing programs: the Aces official license (10% net royalty through OneBookShelf) and the SWAG community publishing platform (60% creator revenue share).

Distribution is multi-channel: direct-to-consumer via a new Shopify-based shop.peginc.com launched in early 2026, major tabletop marketplaces (DriveThruRPG), three VTT platforms, and physical fulfillment through Studio2Publishing in Knoxville, TN. Go-to-market blends product-led e-commerce, community-led growth (forums, Discord, Reddit, Twitch, YouTube Media Network), and event-driven crowdfunding (Kickstarter, BackerKit) for major releases. Customer segments span individual RPG players and Game Masters (primary), plus business-side indie publishers, Aces licensees, and content creators/streamers. The company is remote-first with ~15 named staff distributed across the US, Australia, and the UK, supported by key partners including Studio2Publishing (fulfillment), Metamorphic Digital Studio (VTT), and Sigil Entertainment Group (art production).

Name

Pinnacle Entertainment Group

Legal name

Great White Games

Website

https://peginc.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Pinnacle Entertainment Group is a privately held tabletop roleplaying game publisher, founded 1994, that designs the Savage Worlds core ruleset and 25+ branded settings (notably Deadlands) for hobbyist RPG players, Game Masters, indie publishers, and content creators via direct e-commerce, VTT platforms, and licensing programs.

Ownership category

akta.pro rank

Product category

Tabletop Roleplaying Games

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH)

akta.pro secondary industry

Tabletop RPG Miniatures & Terrain (CRALAKAD)

Keywords

• Tabletop roleplaying games
• RPG rule systems
• Virtual tabletop modules
• RPG licensing programs
• Game settings and supplements

Headquarters

HQ city

Chandler

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Digital Product Sales (PDF): Direct download sales of core rules, setting books, companions, and supplements through shop.peginc.com. Also available through DriveThruRPG marketplace.
2. Physical Book Sales: Print editions of core rules and setting books distributed through Studio2Publishing fulfillment partner.
3. VTT Product Licensing: Virtual tabletop modules and rulesets for Foundry VTT and Fantasy Grounds sold as one-time purchases.
4. Licensing Royalties (Aces Program): Approved licensees pay 10% net royalty on sales through OneBookShelf platforms. Licensees retain rights to their published products.
5. SWAG Creator Revenue Share: Creators in the Savage Worlds Adventurer's Guild program keep 60% of gross sales (OBS hosting royalty plus PEG's 10% cut).
6. Miniatures and Merchandise: Miniature figures, dice, maps, and branded merchandise through RedBubble store and physical distribution.
7. Fiction (Wendigo Tales): Novels and fiction set in Savage Worlds settings including Deadlands, Rippers, The Last Parsec, and Necessary Evil.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

Pinnacle Entertainment Group publishes the Savage Worlds Adventure Edition (SWADE) universal tabletop RPG engine along with 25+ themed settings and genre companions (Deadlands, Rifts, Pathfinder for Savage Worlds, East Texas University, Lankhmar, Flash Gordon, The Goon, etc.). The company also sells standalone virtual tabletop modules for Foundry VTT and Fantasy Grounds, physical miniatures, original fiction, and operates a multi-tier licensing program (Fan License, Aces, SWAG, Media Network) that lets third parties publish or stream Savage Worlds content.

Product overview

Pinnacle Entertainment Group operates as a tabletop roleplaying game publisher offering a unified product ecosystem centered on the Savage Worlds Adventure Edition (SWADE) core ruleset. The portfolio includes the core rules engine plus multiple themed setting/product lines (Deadlands series including The Weird West, Lost Colony, Hell on Earth, Noir, and Reloaded; Rifts for Savage Worlds; Pathfinder for Savage Worlds; East Texas University; Holler; The Last Parsec; Weird Wars; Flash Gordon; The Goon; Fear Agent; The Sixth Gun; Lankhmar; 50 Fathoms; Slipstream; Evernight; Space 1889; Pirates of the Spanish Main; Legend of Ghost Mountain; Pinebox Middle School; Rippers; Savage Tales of Horror; and 12 to Midnight). The product range extends to themed companions (Fantasy, Science Fiction, Horror, Super Powers), free one-sheet adventures, miniatures, fiction (Wendigo Tales), and virtual tabletop modules for Foundry VTT, Fantasy Grounds, and Roll20. Pinnacle also operates licensing programs including the Savage Worlds Adventurer's Guild (SWAG) community content platform, Fan License, Aces official license, and Media Network Content License.

Differentiator

Problem solved

Functional benefit

Products and services

• Savage Worlds Adventure Edition (SWADE) Universal tabletop roleplaying game rules engine used to power fantasy, horror, sci-fi, western, superhero and pulp campaigns. Built around the "Fast! Furious! Fun!" design philosophy with minimal bookkeeping. Sold as PDF and print to individual gamers and used as the foundation for all PEG settings and VTT modules.
• Deadlands: The Weird West Flagship western horror RPG setting for SWADE, set in an alternate 1870s American West with undead gunfighters, demons, and weird science. Sold as PDF and print to RPG players and GMs.
• Deadlands: Lost Colony Deadlands setting transported to outer space, combining the weird-west tone with sci-fi elements. Sold as PDF and print to RPG players and GMs.
• Deadlands: Hell on Earth Post-apocalyptic continuation of the Deadlands timeline, set after the events of the Weird West. Sold as PDF and print to RPG players and GMs.
• Deadlands: Noir 1930s/40s detective-noir RPG setting that uses the Deadlands rules framework to power investigative campaign play. Sold as PDF and print to RPG players and GMs.
• Rifts for Savage Worlds Savage Worlds adaptation of Palladium's Rifts post-apocalyptic sci-fi setting. Sold as PDF and print to RPG players and GMs who want gigantic kaiju-scale sandbox play.
• Pathfinder for Savage Worlds Official Savage Worlds adaptation of Paizo's Pathfinder fantasy setting, giving Pathfinder fans a lighter, faster ruleset. Sold as PDF and print to RPG players and GMs.
• East Texas University Modern-day college-set supernatural mystery RPG setting for SWADE, focused on teen/young-adult investigative campaigns. Sold as PDF and print to RPG players and GMs.
• SWADE Companion Books (Fantasy, Science Fiction, Horror, Super Powers) Four genre-specific companion volumes (Fantasy Companion, Science Fiction Companion, Horror Companion, Super Powers Companion) that add new edges, hindrances, gear, and rules to the SWADE core rulebook. Sold as PDF and print to RPG players and GMs.
• Savage Worlds Virtual Tabletop (VTT) Modules Digital VTT modules that package SWADE settings, bestiaries, and adventures for Foundry VTT, Fantasy Grounds (sold via Steam), and Roll20. Sold as standalone digital products to GMs running online games.
• Pinnacle Miniatures Licensed physical miniatures produced in partnership with figure manufacturers, supporting tabletop play of PEG game lines. Sold to individual gamers through PEG's online store and distributors.
• Wendigo Tales (Fiction Line) Original fiction imprint set in the Deadlands universe, publishing novels and short fiction for general readers and Deadlands fans. Sold as print and digital editions through PEG's store and major book retailers.
• Savage Worlds Adventurer's Guild (SWAG) Community Publishing Platform Community publishing platform for third-party designers to publish and sell Savage Worlds-compatible PDFs through DriveThruRPG under standard terms. Used by independent RPG designers and small publishers as the on-ramp to commercial Savage Worlds publishing.
• Fan License Free, non-commercial license that lets creators use the Savage Worlds IP for unpaid community content such as one-shot adventures, convention games, and fan projects. Free of charge; converts designers into the SWAG and Aces pipelines.
• Aces License (Commercial Publishing License) Paid commercial publishing license that allows third-party publishers to produce and sell Savage Worlds-compatible products. Currently covers 46 licensees worldwide.
• Media Network Content License Paid license aimed at publishers and content creators who want to use Savage Worlds or Deadlands mechanics to game-ify existing media IP (e.g., podcasts, video channels, web series). Used by creators who run network content streams.
• Savage Worlds Test Drive Rules & One-Sheet Adventures Free starter content including a Sample and Starter Pack, the Test Drive rules, and a library of one-sheet adventures. Used as a free acquisition funnel to convert new players into paying customers for the full SWADE core rulebook.
• Additional Licensed Settings (Lankhmar, Flash Gordon, The Goon, Solomon Kane, etc.) Additional SWADE settings published under the Aces licensing program with partner IP, including Lankhmar, Flash Gordon, The Goon, Solomon Kane, and other adaptations. Sold as PDF and print to RPG players and GMs.

Quantifiable outcome

• Creators retain 60% of gross sales through SWAG program
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Ten partnerships are on record, tiered core, major, strategic and minor.

• Studio2PublishingcoreChannel Partner/ Reseller/ DistributorStudio2Publishing handles all print fulfillment and physical merchandise distribution. Run by Frank Uchmanowicz and Jim Searcy, the warehouse is located in Knoxville, TN. They manage order fulfillment, shipping, and physical product distribution for Pinnacle products.
• Metamorphic Digital StudiocoreTechnology or IntegrationMetamorphic Digital Studio creates and manages all VTT (Virtual Tabletop) products for Pinnacle Entertainment Group. They develop modules for Foundry VTT and Fantasy Grounds platforms. For VTT support, contact [email protected].
• OneBookShelf (DriveThruRPG/RPGNow)coreTechnology or IntegrationPlatform partner for the SWAG (Savage Worlds Adventurer's Guild) program and digital product distribution. OneBookShelf hosts the community publishing platform where creators sell Savage Worlds compatible products. OBS handles hosting royalty collection and distribution.
• Fantasy GroundscoreTechnology or IntegrationPrimary VTT platform partner offering Steam-integrated Savage Worlds products. Products available at fantasygrounds.com/store with custom ruleset. Regular sales events and deep discounts during seasonal promotions.
• Foundry VTTcoreTechnology or IntegrationVTT platform partner with dedicated Savage Worlds modules and rulesets. Offers virtual boxed sets and individual product modules for digital tabletop gaming.
• Valve Corporation (Steam)majorChannel Partner/ Reseller/ DistributorSteam platform distribution for Fantasy Grounds Savage Worlds products. Provides marketplace access and seasonal sale events including Spring Sales with up to 50% discounts.
• Sigil Entertainment GroupstrategicTechnology or IntegrationOfficial art production studio for Pinnacle, Torg Eternity, and 7th Sea. Sigil provides professional artwork and design services. Also publishes Savage Worlds and 5th Edition games.
• RedBubbleminorChannel Partner/ Reseller/ DistributorMerchandise platform for Savage Gear branded products including t-shirts, mugs, stickers, and other promotional items at RedBubble store.
• KickstartermajorChannel Partner/ Reseller/ DistributorCrowdfunding platform for major product launches including Deadlands 30th Anniversary and East Texas University: Fresh Blood campaigns. Enables community funding and early bird rewards.
• 12 to MidnightstrategicStrategic or Co-development PartnerCo-creator of East Texas University setting with Ed Wetterman and Preston DuBose. Recently redesigned official site with new articles and exclusive videos about ETU content.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Wizards of the Coast: Wizards of the Coast publishes Dungeons & Dragons, the dominant tabletop RPG system with vastly larger scale, marketing budget, and retail reach than PEG. While it overlaps with PEG's category (D&D vs. Savage Worlds/Deadlands), WotC serves a mass-market audience and does not specialize in PEG's genre niches.

Direct peers

• Onyx Path Publishing: Onyx Path publishes World of Darkness, Chronicles of Darkness, and Exalted under license, operating a comparable mid-size RPG publisher model with heavy emphasis on third-party creator licensing (Storytellers Vault), community publishing, and digital-first distribution.
• Pelgrane Press: Pelgrane Press publishes the GUMSHOE system (Trail of Cthulhu, Night's Black Agents) and other indie RPGs, operating at a similar small-to-mid independent publisher scale with comparable reliance on a flagship system and licensed supplements produced by a tight community of creators.
• Paizo: Paizo publishes Pathfinder and Starfinder, the leading non-D&D tabletop RPG lines, and operates a similar publisher-plus-marketplace model (Pathfinder for Savage Worlds is in fact a licensed PEG product). Comparable mid-sized tabletop RPG publisher competing for the same Game Master and player audience.
• Modiphius Entertainment: Modiphius publishes the 2d20 system and licensed RPG lines including Star Trek, Dune, and Alien, with a comparable mid-sized indie publisher business model, multi-channel distribution, and a focus on licensed and original settings — closely paralleling PEG's Aces and SWAG approach.
• Chaosium: Chaosium publishes Call of Cthulhu, RuneQuest, and other classic tabletop RPGs, operating as a similarly scaled independent RPG publisher with comparable reliance on long-running IP, third-party licensing, and a community of creators producing supplements for its flagship systems.
• Free League Publishing: Free League publishes Mörk Borg, Alien RPG, Blade Runner, and The One Ring 2nd Edition, operating as a comparable mid-size tabletop RPG publisher with multiple original and licensed systems, VTT integrations, and global distribution — a structurally similar indie RPG publisher at comparable scale.
• Green Ronin Publishing: Green Ronin publishes Mutants & Masterminds, Dragon Age, and AGE-system RPGs, operating a comparable mid-size tabletop RPG publisher model with multiple settings, digital and physical distribution, and creator licensing programs — directly comparable in scale and catalog breadth.
• Cubicle 7 Entertainment: Cubicle 7 publishes Warhammer Fantasy Roleplay, Lord of the Rings RPG, and Soulbound, operating a comparable mid-size RPG publisher model with both original and licensed IP, multi-format distribution, and a similar creator licensing/partner approach.

Emerging players

• Kobold Press: Kobold Press publishes Tales of the Valiant and other indie RPG lines following its high-profile departure from D&D-compatible publishing, operating at a smaller scale than PEG but competing directly for the same indie Game Master audience with a system positioned as a D&D alternative — comparable in catalog strategy but newer as a system publisher.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/PEG_Games
• YouTubeyoutube.com/@Peginc/streams
• Facebookfacebook.com/PinnacleEntGroup
• Instagraminstagram.com/pinnacleentgroup
• LinkedInlinkedin.com/company/pinnacle-entertainment-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pinnacle Entertainment Group