https://www.warhammer-community.com/2018/07/30/30th-july-coming-soon-warhammer-age-of-sigmar-championsgw-homepage-post-4/
There's a community article on it too.
What's very interesting to me is how they are twinning it to the online version. Buy the physical cards and be able to use them online. If that works smoothly and well I can see that being a BIG thing for even the giant that is
MTG to wake up too for the
CCG market.
GW is being smart in letting gamers have physical cards as a product and then also allow them to take those into the digital market as well. Granted this might not work well for the trading market segment; but it will be very interesting to see how this mechanic pans out in the fullness of time.
I also rather like the idea; there's often time when you are at Warhamer club/event but don't have a game setup; MGT wold often be a nice filler game that you can start and finish fast that fills the time so
GW filling that time slot themselves with their own game is going to be a bonus if it pans out right.
I'm guessing with random boosters and such, each* card must have a unique number/icon which you scan with your mobile into the app. So in theory each card can only be activated online once so it discourages trade for online use; but even so it still gives a player a good best-of-both worlds approach.
*by each I mean every single one. The other option is that each named card has a code, though that would mean it would take only an afternoon for a whole club to activate every card on their account online. So I'm guessing it must be tied to individual cards.