Change.org petition asks GW to wake up!
Now look, Tom Kirby will never admit when he is wrong. But I think lots of us know Games Workshop is on an unsustainable path. That as a public company, they need to grow year over year and that is not happening anymore. This petition is dead on. Please read it and check it out here.
Refocus your business model on the sale of a game and support of a gaming community vice the pure sale of collectible miniatures.
As competition from
outside organizations grow and GW revenues and profits fall, your
company seemingly continues to pursue a business model not in alignment
with your customer base's desires and expectations.
Your business model states "We make the best fantasy miniatures in the world and sell them globally at a profit and we intend to do this forever". Realize that you produce a game, and that the models are playing pieces in that game, not the end product themselves. Without the game, there is no need to purchase Games Workshop models. They are not collectible in the same sense as scale military tanks and aircraft, nor are they as utilitarian as historical wargames miniatures, applicable to multiple game systems and supported by real world events. GW models are only useable in the context of GW games, the primary of these being Warhammer 40,000 and Warhammer Fantasy Battles.
I and many others collect your models to play the game. Only a fraction of the community do so purely for the experience of owning, building and painting Citadel miniatures. This is why when armies are timely updated and released, model sales for those armies jump. It is not because of marketing through White Dwarf and Online Stores. It is because people want to play with the newest "Toy". Collectors continue with these factions to keep playing the game, not just own miniatures.
Your fanbase and the dedicated gaming and hobby community ask that you adopt the following policies
1- Support gamers, conventions, and tournaments, primarily through well-developed rules and encouraging competitive play. Despite GW's desire for Warhammer to be a "Beer and Pretzels" game that is simply a reason to buy and collect GW miniatures, gamers want a system that can be used for competitive play as well. Just because this is supported does not mean that fun, narrative driven relaxed play is not possible. Appeal to both sides of the gaming community, not just the one you want to more. You cannot interface directly with the small group playing a campaign in their basement. You can with the 100+ players at a tournament. Doing so will improve your corporate image, impassion your playerbase and ultimately encourage the playing or your game which directly correlates to the sale of your miniatures. This means releasing fairly balanced, well play tested rule sets, and timely FAQs which address the issues players are encountering. The relaxed narrative players will appreciate these clearer and improved rules just as much as the cut-throat tournament gamer. And if you wish to encourage a relaxed form of play alongside this while still reaching out to players, the old global campaigns and campaign supplements can foster this and provide gaming groups with a fun alternative to tournaments and competitions.
2- Reduce the number of "Direct exclusive models" and support the FLGS. Game Stores are where your community exists. It is not in their home, alone, painting. Most of the hobby may occur there, but it with the objective in mind that on the weekend they will travel down to their local friendly game store and set up across the table from someone and play a game. That is why they put all the hours into building and painting their army. Sure it may be fun to build and paint it, but it is a means to an end, not the end itself. Since the objective of collecting is to play a game, game store owners are going to promote games they can sell in their store. If majority of your product is exclusively available from your webstore, game store owners will not push your product as they lose potential sales. Without that push or those sales, their gaming community abandons GW games, and without the game they abandon GW/Citadel models.
3- Competitively price your products. You have some room to charge a slight premium because of the quality of your miniatures. But since the ultimate objective is to play a game at the end of the week, players are going to financially invest in what they can better afford to accomplish this objective. All wargaming is a luxury market. If a player can get the same amount of game time for less with another game and have just as much, if not more fun, then that is where they will invest their dollars. This is a big factor as to why so much competition now exists whereas very little did before. A potential aide to this point would be to allow sales of bits, aftermarket 3rd party add-ons, and discount online retailers. This all encourages throughput of your products, and for players to gather larger or more forces for their games. Sales for GW have only become worse with the policies that eliminate these possibilities.
4- Change your website to be hobby and gaming driven with a webstore option attached for support. This used to be the way it was. Your website should not just be an online marketplace. Your site should be the one stop shop for painting, tactics, gaming communities, upcoming tournaments, etc. etc. The webstore should then be a feature that a player can access after reading a tactica article or a painting guide. It is in game performance that drive sales of models the most, so discussing the performance and ways to use particularly models in game can only benefit you by swaying consumers to purchase it. Beautiful photos and well painted models help, but a vast majority of your playerbase knows is cannot paint as well as your webstore and White Dwarf images, so they fail to be lured in by that trap.
5- Conduct market research and increase player involvement. With the advent of social media this is easier than ever. Rather than just having youtube videos for new releases, have discussions of in progress design concepts to allow hype to be generated and discussion to occur, then systematically feed this back into your development process. Release trial rules again and gather important commentary from the players to fine tune them. Furthermore understand your consumer base and what they need and want to continue collecting, converting, painting Citadel miniatures and playing GW games rather than just assuming another huge kit or wacky limited edition gaming aide is what they need to be fed. With a generation thriving off constant connectivity and insight into early product development in virtually every market, particularly the growing tech and video games industries which manage to steal potential hobbyists daily, a policy of secrecy and blind assumption only will accomplish an alienation of the consumer.
In short, rededicate your company to supporting the selling of a game. This is your main product. Your models are the key playing pieces of this game, and will make you the most money. Without the game though, they are worth nothing.
Your business model states "We make the best fantasy miniatures in the world and sell them globally at a profit and we intend to do this forever". Realize that you produce a game, and that the models are playing pieces in that game, not the end product themselves. Without the game, there is no need to purchase Games Workshop models. They are not collectible in the same sense as scale military tanks and aircraft, nor are they as utilitarian as historical wargames miniatures, applicable to multiple game systems and supported by real world events. GW models are only useable in the context of GW games, the primary of these being Warhammer 40,000 and Warhammer Fantasy Battles.
I and many others collect your models to play the game. Only a fraction of the community do so purely for the experience of owning, building and painting Citadel miniatures. This is why when armies are timely updated and released, model sales for those armies jump. It is not because of marketing through White Dwarf and Online Stores. It is because people want to play with the newest "Toy". Collectors continue with these factions to keep playing the game, not just own miniatures.
Your fanbase and the dedicated gaming and hobby community ask that you adopt the following policies
1- Support gamers, conventions, and tournaments, primarily through well-developed rules and encouraging competitive play. Despite GW's desire for Warhammer to be a "Beer and Pretzels" game that is simply a reason to buy and collect GW miniatures, gamers want a system that can be used for competitive play as well. Just because this is supported does not mean that fun, narrative driven relaxed play is not possible. Appeal to both sides of the gaming community, not just the one you want to more. You cannot interface directly with the small group playing a campaign in their basement. You can with the 100+ players at a tournament. Doing so will improve your corporate image, impassion your playerbase and ultimately encourage the playing or your game which directly correlates to the sale of your miniatures. This means releasing fairly balanced, well play tested rule sets, and timely FAQs which address the issues players are encountering. The relaxed narrative players will appreciate these clearer and improved rules just as much as the cut-throat tournament gamer. And if you wish to encourage a relaxed form of play alongside this while still reaching out to players, the old global campaigns and campaign supplements can foster this and provide gaming groups with a fun alternative to tournaments and competitions.
2- Reduce the number of "Direct exclusive models" and support the FLGS. Game Stores are where your community exists. It is not in their home, alone, painting. Most of the hobby may occur there, but it with the objective in mind that on the weekend they will travel down to their local friendly game store and set up across the table from someone and play a game. That is why they put all the hours into building and painting their army. Sure it may be fun to build and paint it, but it is a means to an end, not the end itself. Since the objective of collecting is to play a game, game store owners are going to promote games they can sell in their store. If majority of your product is exclusively available from your webstore, game store owners will not push your product as they lose potential sales. Without that push or those sales, their gaming community abandons GW games, and without the game they abandon GW/Citadel models.
3- Competitively price your products. You have some room to charge a slight premium because of the quality of your miniatures. But since the ultimate objective is to play a game at the end of the week, players are going to financially invest in what they can better afford to accomplish this objective. All wargaming is a luxury market. If a player can get the same amount of game time for less with another game and have just as much, if not more fun, then that is where they will invest their dollars. This is a big factor as to why so much competition now exists whereas very little did before. A potential aide to this point would be to allow sales of bits, aftermarket 3rd party add-ons, and discount online retailers. This all encourages throughput of your products, and for players to gather larger or more forces for their games. Sales for GW have only become worse with the policies that eliminate these possibilities.
4- Change your website to be hobby and gaming driven with a webstore option attached for support. This used to be the way it was. Your website should not just be an online marketplace. Your site should be the one stop shop for painting, tactics, gaming communities, upcoming tournaments, etc. etc. The webstore should then be a feature that a player can access after reading a tactica article or a painting guide. It is in game performance that drive sales of models the most, so discussing the performance and ways to use particularly models in game can only benefit you by swaying consumers to purchase it. Beautiful photos and well painted models help, but a vast majority of your playerbase knows is cannot paint as well as your webstore and White Dwarf images, so they fail to be lured in by that trap.
5- Conduct market research and increase player involvement. With the advent of social media this is easier than ever. Rather than just having youtube videos for new releases, have discussions of in progress design concepts to allow hype to be generated and discussion to occur, then systematically feed this back into your development process. Release trial rules again and gather important commentary from the players to fine tune them. Furthermore understand your consumer base and what they need and want to continue collecting, converting, painting Citadel miniatures and playing GW games rather than just assuming another huge kit or wacky limited edition gaming aide is what they need to be fed. With a generation thriving off constant connectivity and insight into early product development in virtually every market, particularly the growing tech and video games industries which manage to steal potential hobbyists daily, a policy of secrecy and blind assumption only will accomplish an alienation of the consumer.
In short, rededicate your company to supporting the selling of a game. This is your main product. Your models are the key playing pieces of this game, and will make you the most money. Without the game though, they are worth nothing.
3 comments:
With a new CEO starting next year this could be valuable information for them. However I suspect GW is working to a long term strategy and any drastic changes just won't be feasible.
The GW website did an online survey at the weekend as well about the online store. (Might still be live, i have no way of checking). So I think they are starting to reach out to customers.
I've sat in on a few seminars this year (40k open day and warhammer fest) and they are genuinely interested in feedback. Not only was I asking them questions, but they were asking me questions on their products. Phil Kelly asked Stahly and I what we thought of their painting guides and we gave frank and honest feedback.
I'm enjoying Games Workshop more than I probably ever have at the moment. I would like to see more games (Dreadfleet, the Hobbit and Space Hulk are awesome, more like this!) They are called Games Workshop after all.
GW can't win though. You have people asking for their codex to be done or all the codexes need updating. Then, when they do turn it up a gear and start releasing codexes at a very fast turn of pace people are whining they're coming out too fast, I can't buy them all, it's too many rules. Where's squats? Where's gene stealer cults?
I would have signed if, instead of words "game" and the "players", it was a "hobby" and "modelers", for me it is primarily a hobby, I do not mind stupid sportiness and competition, many of the points are very valid, for example, support and shifting, but the general outline does not suit me , it's the same dead-end path, as well as the actual marketing plan of the studio. Road to nowhere.
Max, well, that is the point. GW makes a "game" not a "hobby". They support the hobby aspect, meaning building and painting minis, but do not support the gaming aspect, meaning tournaments, and such.
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