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Let's say GW gets it in their heads that they'd like to make themselves popular again. How could they do that while still drawing in customers and meeting the bottom line? What new policies would you like to see coming from Nottingham?

Nothing happens without a price cut.

Develop a new product line that is meant to be sold through every possible distributor rather than trying to control who sells it and how. It needs to get in the hands of people GWs current marketing machine doesn't reach.

That rumoured inquisitorial skirmish game that turned out to be BS would be a good place to start.

Involve the community with an open playtest like Wizards did to revamp D&D and reclaim the top spot in RPG sales.

It would also be totally okay if they outsourced tthe design and development as their in house team isn't really capable of pulling such a product off.

jamesk1973 wrote:
Nothing happens without a price cut.

Pretty much.

Although I suppose they could re release all the Specialist Games for a splurge of angry spending.

It can't be done. GW has failed the fans for the last time. One hundred million times bitten, twice shy.

Saying that makes me cool, right?

1. STOP. Freeze everything, and evaluate what products they want their company to produce, then come up with a focused plan to make it happen. One of the biggest problems with GW is the rampant inconsistency with everything they touch. Then...
2. Make quality games. They make quality models, but what gives those models value to a lot of people is their use in the games GW produces. Games Workshop claims to be a model company...but they got their start producing games. Good, quality rulests would add a lot of value to their products, and it's an investment that would pay off. If they can't do it in-house, contract it out.
3. Bring back some specialist games. Battlefleet Gothic (for example) added a lot of fluff and helped to flesh out the 40K universe, but now it's gone. The specialist games help support the main lines, and each can draw players from one to the other.
4. Sponsor community events, whether they be tournaments or just exhibitions like Forge World already does. Also, revealing your new products that way is much better than via leaks on BOLS.
5. Lower prices. I know this is a typical rant, but if they reduce costs it's a really easy way to curry favor with their customers while they fix other stuff. Also, relatively high prices vs. other games is a common complaint.
6. Get rid of GW stores with the exception of a few major ones; those would have massive gaming spaces with awesome terrain and sell a full line of products, including FW. The rest just need to go, and they can sell their products through independent retailers.

I'll be the voice of dissent here and say that I don't think lowering prices is actually necessary.

Lowering the cost of entry, though - that would certainly help. Stop the endless codex cycling, focus on using new editions to fix the rules rather than changing them up for the sake of change, and release skirmish rules to get people in universe without having to buy an entire army.


A fun side-effect of that would be that if they weren't worrying about when (or if) their codex would be redone, a lot of the angst over not knowing what GW is working on next would go away.


However, communication is, I think, still key to getting the community back onside. People will forgive an awful lot if they at least feel like they're being listened to.

FAQs. Fix the rules instead of sticking their heads in the sand and pretending nothing is wrong.

Mr. Correct wrote:
It can't be done. GW has failed the fans for the last time. One hundred million times bitten, twice shy.

Saying that makes me cool, right?

You needed to add a subtle reference to your rich and varied sex life, but otherwise you've hit all the key notes.

Now you just need to find the toughest mod in the room and start a fight.

Or we could all just stick to the topic...

The cost of entry method only works if GW thinks of their products as a game first and minis second. Also, it only works if the majority of their potential customers think the same way. We know the first isn't true and have no way to know if the second is true.

You know what would satisfy both cost of entry concerned gamers as well as miniature collectors? Lowering prices.

First off, have the balls and admit to making mistakes.

The cuts the cost of their product, I have first hand knowledge that in nearly all of the distribution centre some products are over a year old and don't sell they are dust collectors.
Games Workshop should have clearance sales to offload slow selling lines.

Stop bringing out limited edition figures and box sets, sure they sell, but the initial investment to sales barely makes 5% profit, they consume a lot of money for little return.
Have the courage to open up all electronic communications and cop the criticism good/bad. Have expert painters to do your examples justice instead of badly painted plastic, impressions count.

Stop the Codex avalanche putting out Codicies out every two years is just crazy, and it is offensive knowing that the new codex will be obsolete in less than 18 months to two years, unlike the previous 4 to 5 year cycle.
Cut Finecast out of the system and endeavour to have an all plastic range within the next few years.

As mentioned but expand, on the gaming aspect, re-invest in games-day you know actual games and reward those with a Slayer Sword type award for the best player in their region and then have an international championship, thus crowning the world champion.

But the main issue is that the cost of product as previously mentioned.

Last week, I went into my LGW... and BSd for about an hour with the manager (re: sole employee). I asked him about AoS, as I had intended to, curious if I could possibly be enticed to start playing again, seeing as I have a bunch of time for a couple weeks....


He told me flat out, for the first time in what seems like months, or even years, people were having FUN playing a warhammer game.... I know these fora love to bash rules and pick them apart, etc. but when you have a guy who's job it is to push models like it's the hot miracle cure, like an old time snake oil salesman telling you that people are actually smiling, having fun in the store, to me, that's a step in the right direction.

To that end, from what I saw, the AoS rules were what... 4 pages, plus data sheets (sorry, "Warscrolls") for each unit. Cutting out bloat and needless exposition helps.

As much as I'd love to see price cuts, realistically, that won't happen. However, I would love to see a "Freeze" or a situation where, once a model is released, that's the price it is for basically all eternity. I think people, especially vets who have been around the game for a while can stomach a $50 Land Raider, knowing that it's always going to be 50 bucks. (it's 75 on the GW USA site... and when I started, they were 50). So, I know that GW want to make their money back on big kits like Nagash... Sure, sell them at 100 a pop. But now that it's 100, fething leave it at 100... don't sell it for 100 now, and then in 2 or 3 years raise the price to 130 or something.

 Ensis Ferrae wrote:
...but when you have a guy who's job it is to push models like it's the hot miracle cure, like an old time snake oil salesman telling you that people are actually smiling, having fun in the store, to me, that's a step in the right direction.

So... the guy whose job is to tell you the game is good, telling you the game is good, is proof that the game is good...?


To be fair, maybe it is. I think the biggest problem that people have with AoS is just that it's such a big shift away from what WHFB was. People who liked WHFB, even many of those who had left the game in more recent years, wanted that game fixed, not a different game entirely.

That's part of where that communication thing comes in. The backlash to AoS wouldn't have been as severe if people had been more prepared for it. If GW had told us months ago that it was coming, and what that actually meant for WHFB, they could have eased everyone into it, and built up excitement before the release. They also could have entered into some sort of dialogue about what those people who still wanted to play WHFB could do about it, and divined from there whether or not it was worth their while to offer legacy support for it...

Instead, we got 'BAM!, and your game is gone! Here, play this vaguely similar but completely different game instead! It has Space Marines in it!'

I really enjoy Age of Sigmar and the latest kits and Codexes for 40k. Keep up the good work, GW!

 insaniak wrote:

So... the guy whose job is to tell you the game is good, telling you the game is good, is proof that the game is good...?

Actually, the manager where I'm at and I have a fairly good rapport... he doesn't BS me. In fact, he never said the game is good. He said that he kind of likes the game, though he has already experienced a flaw in the not having points values anymore aspect. And he said that he's actually noticed people smiling and having fun.


To me, IMO, games should be fun... and if a guy who is constantly surrounded by us gamers, and all the bitching and moaning that so many of us do, has noticed a "morale shift" in a positive direction, it's something to take note of.

There's a problem with suddenly lowering prices though, and that's retailers. They've already paid for stock, and now they're supposed to sell it for less? GW would have to offer some refunds to all the independents, trying to figure out who actually has what on hand, or you're going to end up with GW selling stuff cheaper on their website than retailers have on their shelves, and that won't create good will.

 Ensis Ferrae wrote:



To me, IMO, games should be fun...

Heresy!!

 AduroT wrote:
There's a problem with suddenly lowering prices though, and that's retailers. They've already paid for stock, and now they're supposed to sell it for less? GW would have to offer some refunds to all the independents, trying to figure out who actually has what on hand, or you're going to end up with GW selling stuff cheaper on their website than retailers have on their shelves, and that won't create good will.

You're right. GW would never screw over the independent retailers for their own advantage.

If GW wants to be "popular" as in truly mainstream, they're going to have to branch out further into media which will mean less of a focus on the tabletop stuff. They need a new video game, something decent like Dawn of War. Not something terrible like Space Marine. There are some promising new games in the works, even some FB ones which is odd considering that FB is basically over.

I don't think a price cut is needed, as this is likely to also result in worse minis.. I'd say outsource the game rules and design to someone else and involve the community more via events. Also change White Dwarf back to what it used to be.

Oh yeah and, stop prosecuting everyone who tries to involve themselfs in the IP.

 AduroT wrote:
There's a problem with suddenly lowering prices though, and that's retailers. They've already paid for stock, and now they're supposed to sell it for less? GW would have to offer some refunds to all the independents, trying to figure out who actually has what on hand, or you're going to end up with GW selling stuff cheaper on their website than retailers have on their shelves, and that won't create good will.

I tend to agree with that, which is why in an earlier post, IIRC, I said that they should freeze price hikes.

I would suppose I should spell out better... I think that prices for current stock should not be increased. I also think that the price of a model needs to remain at it's entry price for the duration of the life of that kit. IE, the old metal harlequins were what... 30 bucks for a box of 5 or whatever? That price should have remained until the new, current plastic kit came out at $40 dollars a box. And it should pretty much always be $40, until the unit either no longer exists, or until a new and retooled kit is released. The Nagash model, at $100+ should remain at it's current price, again, until the unit no longer exists, or until they release a completely new kit for it.

Put time into surveying what people want figure and release wise and make it a small factor into the overall plan.
It's one thing to have your own scheduled releases, but making time for genuine fan pleasers - updates to hero figures, additional support for more "niche" (read: sidelined) armies.
How many times has a new release been met with, "Cool! But why did we need that?" Or, "Well I didn't see that coming..."

On that note, a little transparency in advance releases. Knowing in 8 months there's going to be an awesome release for X or Y had never hurt a gaming company before. Sure, drop surprises like its Christmas magic, but give us something to lust after.

It depends on what you mean by "community".

If you mean the tournament/competitive community, "giving a damn" might be a start, but "nothing" is probably closer to the truth, because GW has made it pretty evident in what they do that they just don't care about them.

If you mean WHFB community, "nothing" is probably a pretty absolute answer for those that despise AoS and GW as a game and company that ended development off their pastime.

If you mean the close group gamer (plays at home or in a private group), better communication seems to be something a lot of people want. Though personally, I love the rumor-news-release drama. I don't think this group is as angry with GW.

If you mean the 40k modelling hobbyist, I don't think they need to do anything at all; this is a happy bunch, because new shiny things keep popping out of the Eye of Terror.

Of course, lower prices would make everyone happier. But I don't know if it would necessarily make GW more money (it might, or might not).

Obviously GW can't just "lower" its prices. Not gonna happen. The only practical way for them to go about making their products cheaper is to release new kits with better value than the stuff that was coming out before. This happens once in a blue moon, like when GW releases cheap minis for a "starter" box set or when they started producing multipart customizable plastics in the late 90s. Their best bet is to start making kits with a minimum of superfluous bits, just straight up give you what you need to assemble a horde like the AoBR box. And no more experimentation with non-plastic stuff for sure.

Official communication channels. Previews more than a week in advance in a WD. Community managers/liaison people on official and un-official discussion sites. Pricing drop/value increase. Codex cycle stops. Tmely and well done FAQs. Not needing a day 1 FAQ because the rules are properly written. Play testing. Work with FLGS, not against them. Run official events, at both their stores and through FLGS.

 Blacksails wrote:
Official communication channels. Previews more than a week in advance in a WD. Community managers/liaison people on official and un-official discussion sites. Pricing drop/value increase. Codex cycle stops. Tmely and well done FAQs. Not needing a day 1 FAQ because the rules are properly written. Play testing. Work with FLGS, not against them. Run official events, at both their stores and through FLGS.

this is probably a good start.

The playbook for building a good gaming community isn't secret, in fact GW was a huge participant through the 90s.

Price drops are unrealistic, as others have pointed out, but making bundles/battalions/battle forces actual good deals is not. Sell 700-1000 points of armies in a go at a decent internal discount, and see if that brings in new folk. Some stability with rules/codexes would be nice as well. Right now, the prices are high, but the cycling and the cynical attempts to bleed the fanbase dry are a big turnoff.

Bring back outriders. Every other gaming company has them, so why not GW? have them do demos, paint and takes, and run small store tournaments. Have events!

GW actually does a good job with box games, including starter sets. Dark Vengeance is a ton of models for the price. Why not emphasis that? Also, as many others have noted, bring out a skirmish game in the 40k universe, and watch as people buy starter boxes, followed by squad boxes to build their kill teams.

And, alas, communication. Social media, two way communication. Stop treating us like we're idiots with sudden releases.

Everything I've seen from GW in the last few years, up until AOS, was an attempt to maximize short term profits. I had theorized they were goosing their numbers to look good for a sale, but apparently I was wrong. Their complete disengagement made sense then, but I'm increasingly mystified why they think they can run a modern niche business with no social media.

Opposed to a price cut - better balanced rules with better value for money in the form of less lethality across the board and requiring less models.

I wouldn't mind paying $50 for 12 Gaunts, or $90 for a Carnifex, if they weren't a tiny fraction of an army that will be removed from the table by the handful when D plates start hitting the table.

What makes GW's games so insanely expensive is the amount of models required due to balancing of the game and the lethality of the game.

While the easy answer is 'play at lower points levels', the game simply isn't balanced enough to care to. Fix those - make in game tactics more imortant that simple faction selection, and make units more worthwhile across the board while also lowering the standard level the game is balanced to, and it would be worth getting back into.

The answer to this is very simple:
1). Get involved with the community. GW used to be heavily involved in events, forums, etc but now they live behind closed doors.
2). Listen to your players. Malifaux does something that blows my mind....they release test rules for everyone to play before the new edition is to be released. GW needs to do this.
3). Recreate the value of their product. Yes it is a premium product but their current arrogant sales mentality turns off their customers. Stop increasing prices just to increase profit...give me a value and make me feel good about my purchase.


GW lives in a void and behind closed doors. Until they look at themselves as a game company again we will not see any improvement. They have forgotten why they sell those models they are so proud of.

Mr. Fishboy here has it right.

I also think GW needs to be more egalitarian in how they address and show responsiveness to their various player types.