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GW has had their chance and squandered it. Its time for someone else to manage their IP's. They are sitting on a gold mine but cant see past their greed to realize it.

1. Rules. Get a set of solid stable core rules to draw people back into the game that have left and bring new people into the game. The purpose of the rules will be to get people playing the game not to manipulate the models they buy or be a significant source of funds.

1A. Regularly update the rules for balance every quarter and use the updates to market and release new material. Every faction will get new stuff at least one time per year. Rules will be available online to allow people to keep up to date without always buying new stuff. Collectors editions of the rules will be sold with new versions coming or roughly every 2 or 3 years filled with fluff, modeling tips and bonus rules to layer over the core rules. WAAC/tournament players will be drawn to the current, balanced rules, hobbyist casual gamers will probably like the print versions.

2. Prices. Starter armies will be available for around $100-130 and contain two full squads of the faction's basic trooper, a minor HQ option, a special squad and a vehicle/monstrous creature type model. Deluxe starter armies will be available for about 2x the cost with an extra unit or two and better core units.

2A. Units will be priced based on their on table performance. The stuff in the starter boxes will have low prices as will a limited number of other models for each army. Then the bulk of the stuff available will sell at tier two prices, followed by tier three prices for the second largest block of surg and tier for prices for a limited number of the best/coolest options for each army. (This excludes really big stuff which will be pricier still). If you want the good stuff you will have to sacrifice or have money, but you will still be able to compete if you can't afford the better stuff.

3. Warhammer 80k. Release a new game that slowly reveals the world in the 81st millennium. Start by releasing just 2-4 armies. The balance of power has shifted, but when the game is released the story of what is happening throughout the galaxy is hidden. The scope starts small in a corner of the Galaxy with little info about what events led up to the current situation. Every faction's tech has changed significantly so every unit is unique in this setting dosing from the 40k setting. A new faction is released each year with an expansion of the fluff. The whole thing though is a vision of a farseer or prophet so events as they unfold in 40k impact 80k. Rules would be roughly compatible with and similar to 40k so as to not erode that played base.

Do the opposite of every single decision from the last 6 years.

If I had complete totalitarian control of the company...

1. Sack the ENTIRE board of directors.
2. Start buying back company stock as quickly and as much as possible.
3. Separate the design studio from marketing & sales.
4. Restructure the US market to support LGS's.

Put Tom Kirby and Matt Ward in a arena in a fight to the death. Whoever survives must then turn towards the audience and they decide via thumbs-up or thumbs-down if the survivor gets to live or the lions are released.

I think we all know ht elions will be released.

It's kind of like a show trial or WWF!

Nah, it's better. We charge entry fees!

I would hire Michael Bartels from PaintingBuddha. com, and known as Zaphod Beeblebrox here, to run the company for 42 days.

Here are two statements from his blog on masterminis.net -

I know there are a lot of new people reading these blog entries. Some might think "who is this guy anyways?". Well, in the words of Gag Halfrunt: "Zaphod's just ziz guy, you know?".

First and foremost, I am a nerd. In my life before making my life-long dream true by starting our company Paintingbuddha, I was Global CIO of ALDI South, one of the most successful global discount retailers worldwide. My credo: High quality + low price = mass sales that kinda thing.

I believe I could do a better job than the current GW management, even though this may sound arrogant.
And I believe it should take about 42 days to turn Games Workshop around. Because that's how I roll

I believe in you Michael, and if I had complete control of GW you would hear a knock on your door about an hour after the paperwork had been signed.

I'd hire actual authors to write their fluff.

 MWHistorian wrote:
I'd hire actual authors to write their fluff.

That would be awesome, Daemons is when the cracks started, by grey knights and crons it was falling apart, I haven't read the codex fluff entirely since, I try but then I just toss it aside at the first sign of trouble saying "F it, not wasting braincells and time on this".

I would separate game design from marketing. I really dislike the buffing/nerfing of certain units to increase sales.

 Random Dude wrote:
I would separate game design from marketing. I really dislike the buffing/nerfing of certain units to increase sales.

Tau Flier, Dark Angels Flier, newest Nid MC, Bullgryns, stupid big Ork Stompa thing, Taurox.

Not only is the whole nerf/buff things to manipulate sales demonstrably untrue, it would also require a degree of finesse and understanding of the finer workings of the game that there is a pall of evidence to suggest that the current studio possesses.

Aside from what others have said... create your own LotR bubble.

What I mean by that is ride a hot franchise right now. Let's say, Game of Thrones. Try working out some kind of deal with GRRM or HBO or whatever to create a GoT game. Advertise the gak out of it. Make the minis inexpensive (like LotR minis back then, not the prices they are now). Of course this would require money that they may not havew right now but hey, one can dream.

So many people have said separate the GW studio from the 'marketing department'.

GW plc does not do marketing.It has no marketing department.

In fact this is one of the main problems with GW plc IMO.

Lanrak wrote:
So many people have said separate the GW studio from the 'marketing department'.

GW plc does not do marketing.It has no marketing department.

In fact this is one of the main problems with GW plc IMO.

No, GW does no market research and no advertising - which is not the same as not having a marketing department.

It is, however, functionally indistinguishable from not having an effective marketing department.

The Auld Grump

Easy solution-

Remove financial accountability to shareholders-

Because they strive to make dividends, everything is driven towards the profit margin. Now they could still do this without shareholders, but taking GW private should be the first thing.

Remove the insular attitude towards the world-

A one way communication with customers has alienated their customer base and treat them as money bags and nothing more. Now, it is not ever going to be an equal two way street if they come back to the table and want to talk with their customers, but at least try and feel out what customers want and find out how to provide it.

Change the culture-

One man stores and the stripping down of resources is not a good sign. Complete the transition to what you want to be and focus on making a great game and making sure you grow your customers.

Rinse and repeat-

Maintaining the customer base is not hard so long as you don't screw up that much. Just make sure that you don't lose your shirt pandering to customers or losing them.

 heartserenade wrote:
Aside from what others have said... create your own LotR bubble.

What I mean by that is ride a hot franchise right now. Let's say, Game of Thrones. Try working out some kind of deal with GRRM or HBO or whatever to create a GoT game. Advertise the gak out of it. Make the minis inexpensive (like LotR minis back then, not the prices they are now). Of course this would require money that they may not havew right now but hey, one can dream.

It would also require a paradigm shift in how Kirby et al run GW. They've staked their reputation and the future of GW on turning (or attempting to turn) their products into high priced, Premium products. "They'll buy whatever we make". We won't EVER see cheaper models again from GW while the Old Guard remain in place, because to do so would be to admit that they were wrong.

Cheaper prices is not the magical cure-all that some think it is. In their current financial situation, it would be corporate suicide. They need to make better rules and interact with their customer base. People would happily pay high prices if the rules were good and the new releases were better (flying shipping container, logan clause, murder mcmurderson the murdery from planet murdercide). If you have an undesirable product, selling it cheaper does not in any way fix your business or keep the customer base happy. Do a better job play testing and balancing the game, re open your Facebook account and forums, sponsor tournaments, and make your trade terms with FLGS more conducive to them selling your product. Let the GW stores succeed or fail on their own merit. Any of them that are not profitable should be shut down. Hire a regional rep to go around to the FLGS in the area to setup leagues, tournaments and painting contests. Talk to the store managers that are running profitable stores and figure out the common themes. My guess is more gaming space, less hard sales tactics, etc. Capitalize on your IP with low cost, high volume things like dice for each faction with their colors and their symbol on the 6 side, t shirts or polos with the army symbol, etc. Give each customer an account so you can track who is buying what and how much they're spending over time. At $500 you get a free widget, at $1,000 you get a small discount from that point on. Reward customer loyalty in a way that doesn't destroy your profit margin but makes customers think you just might see them as something other than a wallet with legs. All of these strategies would help turn the company around with minimal overhead or risk and a high ROI, but none of them will ever happen because GW is so set in their ways that clearly aren't working.

I'd start having all the rules designers fired. Out of a cannon. Then I would get better rules writers to make a make balanced and tactical version of 40k and Fantasy, whilst also changing the release schedule so a random faction gets a release each week, instead of a couple of factions receiving all the love whilst the rest get ignored.

@TheAuldGrump.
I agree that GW plc need to separate the sales department influence/control from the studio.

AFAIK GW plc literally do not have a marketing department, no marketing director/manager , no marketing office etc.
Just a sales department.(That do not actually do any marketing, which is different to sales.)

Unless my friends that work at GW were telling me 'fibs for effect'?

And actual proper marketing, with accurate and relevant market research.Is the first step to turning GW plc around.

Find out who your customers are and who they could be,What they actually want, and the most effective and efficient way to deliver this.

Rather than Tom Kirby just picking the easiest group to sell products to and then maximizing returns of this ever shrinking group.
(People who just want the idea of a game to inspire them to by bits of plastic at the same cost per weight at 18 karat gold. )

Oddly enough I sent a letter to Tom Kirby last week (I loves me some good old fashioned snail mail ) that was in essence this thread.

1. Replace lots of pointless 1-man stores with fewer big stores - well staffed, open for evening gaming, full range of stock, plenty of gaming/painting space, somewhere to buy a sandwich/cake/drinks.
2. Make White Dwarf and the website relevant again by actually having content, community feedback, designer interviews, sneak peeks etc.
3. Put head above parapet and go to conventions, get interviewed by gaming media (basically stop being an ostrich).
4. Have a new edition of 40k/WFB be a one off event with all the background, rules and army lists published in one huge 7-volume set (but you could get by with min of 2) with everything properly balanced and playtested.
5. Spend the years between edition with designers alternating between putting out campaigns and smaller 'game-in-a-box' offerings; models to be updated as needed in a mixed release schedule - always something new for everyone!
6. Consistent pricing across the range.

If I get a reply I'll post it for lulz

Originally posted by me in Feb 2013.

Can't say I'd change much now.

 Azreal13 wrote:
1) Reorganise the retail operation. Close the pokey one man stores and centralise the operation into larger multi staff destination stores open 7 days a week and well into the evening. Incorporate staff bonus schemes to include community growth as well as sales growth, linked to tournament entries, game night attendances etc. The staff would be responsible for organising these. Move to stock Forge World and FFG materials in store.

2) Produce a genuine one per faction starter that included a small but balanced force and codex for an appreciable discount.

3) Instruct the studio to produce a small, squad based skirmish game, using the core rules from the main games as their inspiration, with a two step structure allowing for a very basic intro game but with a more advanced level, a la Infinity. Box it with absolutely everything needed to play, get it into non specialist retailers and advertise it in mainstream media. Use this system as both a bridging game and a means to stimulate sales on some under performing lines. Imagine how good a DE Mandrake could be at skirmish level with rules allowing it to redeploy all over the table, make sneak attacks etc, as opposed to their decidedly mediocre 40k showing.

4) Accept the internet exists

5) Acknowledge that indys, employed correctly, are a valuable asset and not an irritation

6) Give the studio more control, only intervening if their ideas were genuinely too costly.

7) Realise that the demographic I was alienating (vets) had more money and were more likely to continue to stick around and adjust the company output to at least reflect the older players interests.

At this point - there is not much that can be done. I think that a good start would be to clean up the 40k rules (can't be done since 7th just came out). Rebalance all the codexes by throwing them out and streamlining the army lists, cutting out all the bloat (can't be done since 7th just came out). Repackage all the models into "base kit", "add ons" at revised and consistent (possibly cheaper) prices. This would lower cost of entry, AND encourage those who just want the upgrade sprues to buy those separately.

I think that GW management has conveniently thrown the very tools they need to patch the sinking ship overboard, under the misguided notion that lowering the weight of the ship will stave off their destruction.

Just like to add my view since I've started a thread about GW prices which I think reflects the same aspect of this question.

As said before the company is public which creates more restrictions than solutions but for one the company directors should employ a full on marketing team to which would with ease boost the company 10x over with proper market execution.

People want to see the following.

1. A drop in price between 25-35% on all items.

2. A customer account plan ( spend x amount of money and get bonus points which turn into extra money off or go toward other boxes)

3. Bundle discounts if again a certain amount is spent.

4. More competitions with prizes from GW to draw customers in

5. Local tournaments which winners or runners up get prizes

This for me is a base to start increasing customer sales and popularity among the masses. More buys from people will result in more profits and the amount of action going on will draw in more newbies and thus the domino effect of success will begin.

A few things I would do would likely be unpopular for current fans, though I suspect less so than many of the past big moves made by the company.

1: Modernize and refine rules for both major games.
Current editions would get some support as new editions are developed. Not much new from new editions from GW but I am talking about rather drastic changes ,possibly larger than the 2e to 3ed shift. Old army books would not transition to new editions and the army books would hopefully rapidly release updates with no new models and only rules updates. I have some ideas about how to do this and honestly, if I still played 40k or had some other motivation I'd be working on a set of fan rules already.

2: Shift from army book style release to campaign or anthology style releases.
I don't believe the army book style release schedule is good for long-term sales or for game balance. I like the anthology style books that many other companies produce. They leave no army out. I would try to push the design team to make the expansion books profoundly story-driven which might not lead to perfect game balance, but should still leave fans excited and feeling included. This also gives a more steady rate of income rather than the surges and lulls the company gets now.

3: Split the retail chain and game/model production sides into two companies.
The first two suggestions might be tame and generic but I've never heard anyone suggest this before. GW have a huge asset on their hands that they are squandering: the largest game store chain in the world. They have global recognition and key locations but still the retail chain seems to be a means to an end rather than the massive money maker it could be. splitting the company into Games Workshop Hobby Centers and Citadel Games would be my solution. GWHC stores would then be allowed to sell any game they saw fit but a contract would be in place between GWHC and CG to promote Citadel Games' products and distribute exclusives etc.
I cannot understand how so many people are suggesting the elimination of such an asset or spending so much more on a very limited sales position. Perhaps most importantly, it would allow creators to run creative endeavors and experienced retail executives do what they do best and build up a traditional retail chain.

4: Bring added value to many of the grievously overpriced kits
Direct price reduction of everything as many have suggested would ruin the company. My solution would be to gradually repackage some of the kits to have more models for the same price. Five-man units for $50+ would become ten or fifteen strong. Expensive transports and tanks might have a small squad included. Considering their low material and production costs vs. the crazy shipping rates these days, boxes of more stuff seems like a more economical approach. Also, SKUs might be reduced through such bundling. The idea is to help the customer get more value without hurting the company or retailers. No matter how much we want lower prices for the same things it is not possible without driving GW out of business.

5: Gather metrics
The recent revelation that GW does not conduct market research is baffling. This essential step to a modern, global publicly traded company's development process would be added right away.

6: Add gateway games to the Citadel Games brand
Whether it is a modern version of Space hulk, Blood Bowl, and/or Mordheim or something brand new, smaller stand-alone purchases and board games would be needed to not have the entire company stand only on the Warhammer IP as it does now. This is without even considering the benefits of new gamers and customers being brought in.

7: Involve the community
Restart a facebook page and company forums. Have company representatives give honest answers. This industry is so heavily reliant on the community GW cannot afford to ignore that aspect any longer. Not everything needs to make everyone happy but honest and open communication will go such a long way in restoring the reputation and faith of fans in the company.

Burn it all down and start all over.


Start from scratch with a couple of guys and a small shop by designing a good rules set, exceptional figures, and build on a reputation of a gaming company.

Open up for more games. Instead of shelling out for a larger Corporation structure, I'd shell out for quality writers, and serious design staff. If I have a few younger staff members, I'd throw them to the wolves and have them become the eyes and ears of the company in public forum.

A name to a face. Instead of hiding in the ivory tower, I'd be out in public, playing, talking up, and having a good time with the product, instead of crying over shareholders.

Develop a solid idea, and build on it, not reinvent the wheel on every edition.

Books would build on each other. Not be wizbang flavor of the month bolterporn.

Games, games and more games.

T Shirts, reasonable prices, and know the market, as well as the customer. WHO IS THE TARGET AUDIENCE- anyone with green in their pocket. If you are loyal to the brand, then we can give you a little place in the sun as well.

SHOPS- GW shops would be gaming stores that sold- games. even mantic, independents, and everything else. They would basically be B and M gaming stores. I would do exactly what they are doing with the stores, but with more attitude and exactly what they are there for. Competition in the market for FLGS's.

If I eat your lunch, you must be doing something wrong.

I would not penalize FLGS's either. If you want to sell my stuff, put it in your window, sell it. Even if it was just a box or two, You have that option. Small Medium and large store options to increase sales. Incentives to sell my products. If you have sold over 1,000 units, We'll do a RT event in your store with a special guest appearance by someone on staff.

I would use this as a two fold event. One to encourage sales, TWO to throw writers, designers, and staffers to the wolves and see what everyone out there likes or hates and is able to say it to your face.
Getting the ground truth about the product from staff, stores, and the public, and actually improve it or make changes that sell, not that I am personally married to.


All in all- basic sales and marketing, and business 101.

What I'd do is something like this:

* Freeze 40k and WHFB right now. Talk to the public, tell them that we're going to be evaluating the games and rewriting the core rules to make them more balanced, more fun and more accessible. Explain that we understand our customers have made a significant investment in our products, and that we appreciate that, and will try to accommodate as much as possible in the new, forthcoming versions.

Then start work on new versions of both. Involve the community; give previews, have an open beta, spread the word. Send representatives to the big tournaments in Europe and North America, and find out what are people's pain points, what they like, what armies are seen and what that comp is; take notes. If all the Space Marine armies are bikers with Kor'sarro Khan, that's something to address. If you only ever see Chaos with Nurgle, make a note to fix that.

Actually go and fix the rules. Focus on a tight set of tournament rules, and then allow them to be expanded. Nothing should be so OP that it wins games on its own without a hard counter.

* Immediately institute a price freeze while you "evaluate" options. New products get priced appropriately, not higher because they're new.

Offer discounted bundles through the web store, maybe even get Mail Order again where you could call up and say you wanted to start a new army, and get a discount on some stuff. While this is going on, come up with "starter armies" for each faction in the game, say around 750 points that has a good balance. Throw in the Codex/Armybook for free.

Streamline boxes - a unit box should contain everything needed to field that unit in a normal format. So for example, a Space Marine squad should contain 10 guys and include jump packs, enough special/heavy weapons to make a Devastator Squad, or the like. Maybe even include a Command Sprue with some extras so you could build a Captain if you wanted. WHFB boxes should be based around 20 troops (either 20 regular or 17 + command) for infantry, and 10 for Cavalry. Even at the current prices, this isn't that bad as you're getting more bang for your buck.

Eventually you come up with some PR BS about streamlining the casting process and how you're going to pass this on to the customer (in reality you didn't do anything) and slowly reduce prices on new kits while still offering deals from the store. Prices should be comparable to Mantic/Warlord/Perry, slightly higher but not more than a few bucks.

Standardize prices so Australia isn't getting screwed.

* Get rid of one-man stores. Either staff them appropriately, or shut them down. Work with independents whenever possible, especially in North America. Encourage a weekly league night for 40k and Fantasy (a la FNM).

* Bring back some of the board game type of games e.g. Space Hulk, Warhammer Quest, with colored plastic figures that can be used in 40k/WHFB if needed. This provides a real beer-and-pretzels game but you can expand if you want. Do expansions for this to appeal to other armies.

Look at bringing back specialist games in some form, possibly similar to the above board game.

* Embrace social media. Encourage designers and staff to have blogs about collecting, painting, battle reports, etc.

Market Research.

Active Social Media.

Discussion Forums.

Updated FAQs.

Hire professional editors to reduce the FAQs needed.

Bring back tournaments.

Quit suing people.

1) Close down all the retail stores. GW is a game maker not a retailer and they don't know squat about running a retail business.

2) funnel the retail money into reps who travel the country going from LGS to LGS running demos and events. This would build a bond with your LGS and the community. They could provide support to your LGS owners by showing them how to run events and offering prize support for leagues and tournaments. Help your store owners with promotional materials like posters

3) Release information on new products ahead of time and take pre-orders (much like Gamestop does for video games).

4) Allow LGS to order what they want.

5) Do market research

6) Hire a community manager/social media manager

7) Create a basic rules and advanced rules. The basic rules would be your starter game, geared for 1 hours worth of play and be a skirmish level game. Advanced rules would cover larger point games and apocalypse level battles.

8) Bring back games day and foster a tournament environment

9) Advertisement - in the form of small guerrilla style marketing. when someone buys a 40K PC game, throw a brochure in the game box and have and advertisement in the game load screen. Stupid little things like that.

10) Sales. Do a year end inventory clearance for old product and maybe a black friday christmas sale.

11) evaluate your product lines and determine which products sell and which don't. cut the products that don't sell well enough.

12) lower the price on products that are ridiculously over priced. Looking at you blood knights.

Allow forgeworld products to be sold at the local gamestore level without having to order it online only. This to me is a huge one for years all my local stores had and still have a no forge world rule and its because they say its nice we we do not and cannot carry it due to no price breaks and if they price increase it then people will just order it direct.


Automatically Appended Next Post:

We wrote:
1) Close down all the retail stores. GW is a game maker not a retailer and they don't know squat about running a retail business.

2) funnel the retail money into reps who travel the country going from LGS to LGS running demos and events. This would build a bond with your LGS and the community. They could provide support to your LGS owners by showing them how to run events and offering prize support for leagues and tournaments. Help your store owners with promotional materials like posters

3) Release information on new products ahead of time and take pre-orders (much like Gamestop does for video games).

4) Allow LGS to order what they want.

5) Do market research

I agree with all and add the forgeworld stuff in.

6) Hire a community manager/social media manager

7) Create a basic rules and advanced rules. The basic rules would be your starter game, geared for 1 hours worth of play and be a skirmish level game. Advanced rules would cover larger point games and apocalypse level battles.

8) Bring back games day and foster a tournament environment

9) Advertisement - in the form of small guerrilla style marketing. when someone buys a 40K PC game, throw a brochure in the game box and have and advertisement in the game load screen. Stupid little things like that.

10) Sales. Do a year end inventory clearance for old product and maybe a black friday christmas sale.

11) evaluate your product lines and determine which products sell and which don't. cut the products that don't sell well enough.

12) lower the price on products that are ridiculously over priced. Looking at you blood knights.

Automatically Appended Next Post:
I agreed with WE