From the announcement:
This month we’ll be launching our first The Walking Dead: All Out War Organized Play Kit. If you’ve ever fancied spending a full day fighting off Walkers, desperately grabbing equipment or just trying to shoot Carl in the head, then this is the thing for you! The Walking Dead: All Out War Organized Play Kit Spring 2017 includes everything you need to run a 12-player tournament.
In the pack you’ll find exclusive items that you can use as prizes, a rules booklet and materials to advertise your tournament to potential players.