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Game Masters, or GM's, are actors in an online game that are controlled not by regular players but by staff employed by the company that hosts the game. In the case of WAR, that means Mythic Entertainment for the North-American servers and GOA for the European servers.
GMs do not participate in the game as regular players do, but rather act in an official meta-game capacity, mediating disputes, helping players who's characters have gotten stuck in the game world or whom are otherwise unable to play because of bugs or other technical problems.