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From the GW site:

Wanton and cruel in a way that even the most depraved mind could not hope to comprehend, the Dark Eldar are the epitome of cruelty and malice. Their way of life represents a culture that has long since abandoned reason for debauchery and decadence. Superlative warriors, the Dark Eldar master the ways of war that they may better end the lives of the so-called 'lesser' races for which they hold so much scorn. They relish the moment of the kill, revelling in the pain and suffering of their victims before mercilessly slaying them. But to be captured and enslaved by the Dark Eldar is to suffer a fate worse than death. The Haemonculi are torturers supreme, and with their highly advanced technology capable of extending their victims' lives to unnatural lengths, they have all they time they need to perfect their cruel art.

When a warrior kabal launches a realspace raid, they burst forth from the webway to unleash death and woe, only to disappear like ghosts before their enemies can prepare a counterattack. These piratical armies are not only comprised of the Kabalite Warriors that form the backbone of each noble house; they are accompanied by all manner of allies, minions and other such menials that seek to gain the Archon's favour. A Dark Eldar army can vary greatly in this way, including gladiatorial Wyches, skyboard-riding Hellion gangs, shadowy Mandrakes, mutated experiments and other more feral and disturbing beasts. Whatever the composition of a Dark Eldar army, that they are heartless, deadly and utterly without mercy is beyond question. Pray that they don't take you alive!

Our design team have been furiously working away to bring you even more great miniatures. Keep an eye out for these exciting new releases by checking out White Dwarf and the What's New Today blog on the website. If you haven't already done so, make sure you've signed up to the Games Workshop newsletter to learn of any news as soon as it is released.

Dark Eldar players have already been treated to a huge selection of multi-part plastic kits in recent months, so if you're looking to start an army, or plan on bolstering your forces, then look no further than the products below. These are essential purchases for any Dark Eldar army and will form the foundation of your force.

Nice, so is this the 'second wave'?

i dont think this is anything new.... just the standard army info.

This is odd, theres nothing new on there at all.
By looking at the picture I was hoping for Wrack's, Grotesques and Haemy's but (unless they update it) their "update" isnt really an update, more of a "remember these guys".

There is a picture of a haemoncu.. heamonao.. one of those fething torturers flanking the message: http://www.games-workshop.com/MEDIA_CustomProductCatalog/m1550180a_Urien_Rakarth.jpg

DarthSpader wrote:i dont think this is anything new.... just the standard army info.

Gorechild wrote:This is odd, theres nothing new on there at all.

On the contrary, this is the long expected announcement for the 2nd wave of Dark Eldar in June.
The text confirms Haemunculi, Archon's retinue, Wracks and Grotesques (maybe even scourges) to be in it. But the Venom is expected then as well, maybe even the flyer(s). So BrookM, you can take the question mark from the title and add 2nd wave.

Still, Kroot, it's another "We're going to release something soon... but we're not going to tell you what it is because... uhh... well just because!!!" announcement. In other words the type of 'marketing' only an imbecile would think is a good idea.

"We got something we're really excited to tell you about and it's.. nah nah, got ya nose! No peeking, stay tuned."

H.B.M.C. wrote:Still, Kroot, it's another "We're going to release something soon... but we're not going to tell you what it is because... uhh... well just because!!!" announcement. In other words the type of 'marketing' only an imbecile would think is a good idea.

Yeah, it's not like it's the equivalent of a movie trailer or anything, no, it's clearly GW BEING MORONS. It's not like movies, games etc have teasers before big announcements, or anything.

HBMC, I've not been on this site for long, and all you seem to do is whine endlessly.

H.B.M.C. wrote:Still, Kroot, it's another "We're going to release something soon... but we're not going to tell you what it is because... uhh... well just because!!!" announcement. In other words the type of 'marketing' only an imbecile would think is a good idea.

And people can't even use the usual excuse that they don't want to undermine sales of the previous kits, since those previous kits either don't exist or are OOP.

Cerebrium wrote:

H.B.M.C. wrote:Still, Kroot, it's another "We're going to release something soon... but we're not going to tell you what it is because... uhh... well just because!!!" announcement. In other words the type of 'marketing' only an imbecile would think is a good idea.

Yeah, it's not like it's the equivalent of a movie trailer or anything, no, it's clearly GW BEING MORONS. It's not like movies, games etc have teasers before big announcements, or anything.

HBMC, I've not been on this site for long, and all you seem to do is whine endlessly.

This is an equivalent of a movie teaser without a title. It's the equivalent of a black screen with "A MOVIE ABOUT BARBARIANS" on it.

Except it's not. It's basically saying "We're doing the haemonculi-related stuff now. Watch this space for big announcements later!"

And you are right.

HBMC does have a slight tendency to use more than a few opportunities to express his displeasure with GWs marketing strategy.

Not that the strategy is good IMO, but HBMC tend to express this more often than the average poster.

By GW standards, this is an ultra revealing incoming article. But I agree that by normal standards, this is just bad marketing
Not sure, if I would have reformulated the title that way

BTW here a list by hastings of what models to expect sometime in the future:

Venom Plastic Kit.
Razorwing/Voidraven Plastic Kit.
Talos/Cronos Plastic Kit.
Scourges Plastic Kit.
Metal Wracks.

Hmm, would the "Hey listen, check this out. Nah nah, got ya nose!" be a better one?

Cerebrium wrote:Yeah, it's not like it's the equivalent of a movie trailer or anything, no, it's clearly GW BEING MORONS. It's not like movies, games etc have teasers before big announcements, or anything.

HBMC, I've not been on this site for long, and all you seem to do is whine endlessly.

Yes H.B.M.C is known for relentlessly finding the negative in GW news but more often then not he is just in his criticisms; this is one of those case. Films and games have periods of secrecy with teasers in order to drum up intrigue and interest in a saturated market. They must do these things in order to gain attention over their competitors and ensure a profitable release. In GW's case however, they have literally no direct competitor; neither in 40K or in wargaming as a whole. Yes Warmachine and Flames of War have gained momentum in recent years but GW product still dominates the LGS product-space which is a clear indicator of their dominance in the industry. Since GW doesn't have countless numbers of competing projects all campaigning for the same audience (if you follow GW products you are likely already a GW customer) there is no need for a campaign of secrecy. In GW's case, it actually ends up hurting them as it annoys and frustrates their customers that care. The GW customers that don't care likely don't care because the costs of models and materials are so high that starting a new army on a whim is rare.

H.B.M.C is right on in his criticism of GW's marketing strategy as all it does is threaten to hurt their business. They clearly have copy-pasted the strategy from the other industries that you cited in your post but marketing strategies that work in one industry won't necessarily work in another. GW should identify its dominance of the wargaming market and offer relative transparency to their customers. Seeing models early allows for people to either love the model and get excited or to dislike the model and contemplate conversions to turn it into their personal vision of the unit. A great example is the Stormraven which had an official unveil fairly close to its release date but a supposed leak months in advance. As we all know, the Stormraven is a polarizing model but seeing it so early allowed people who loved the model to get amped up for its release and people who hated the model (like myself) to come up with a plan to convert the model as we would like. Upon arriving at a plan for converting the model, even those who hated the look of it will now look forward to its release.

Displaying models well before release serves only to excite GW's customer-base and so their decision to adopt the film-esque strategy of secrecy is disappointing and easy to criticize.

Cerebrium wrote:

H.B.M.C. wrote:Still, Kroot, it's another "We're going to release something soon... but we're not going to tell you what it is because... uhh... well just because!!!" announcement. In other words the type of 'marketing' only an imbecile would think is a good idea.

Yeah, it's not like it's the equivalent of a movie trailer or anything, no, it's clearly GW BEING MORONS. It's not like movies, games etc have teasers before big announcements, or anything.

HBMC, I've not been on this site for long, and all you seem to do is whine endlessly.

Are they still doing this "If I tell you I have to kill you" rubbish in GW? It got tired way back when they did the "new" sentinels and completely refused to tell anyone when they would be released, or more specifically how much they would be. Even though they were touting samples months in advance. It was tiresome back then, obviously they haven't learned. Some people like to budget for their purchases so they can have what they desire and what they need, without being obstructed by a key-timer on a power-trip, or a shop manager who really does think he is a Commissar. As a frustrated purchaser once said: Its not the CIA, its little lead men. Grow up.

People still know that when a movie arrives, it will be X-priced and a game will be Y-priced. The dates may vary, but the price is reasonably constant. (If X equals Over and Y equals Might as Well Be Cast In Gold.)

ArbeitsSchu wrote:Are they still doing this "If I tell you I have to kill you" rubbish in GW?

Employees are required to sign things with their own blood and have pictures of saints burned as they swear never to spill the beans, lest they burn in hell like that picture. The wargaming industry is serious business.

BrookM wrote:Employees are required to sign things with their own blood and have pictures of saints burned as they swear never to spill the beans, lest they burn in hell like that picture.

Don't forget the firstborn thing

ArbeitsSchu wrote:

Are they still doing this "If I tell you I have to kill you" rubbish in GW?

Not really. It's become a "we find out about the same time as everyone else" type of thing.

Myself and some of my stores regulars are quick to add "It's vapor until it's on the shelf" if a non-regular comes in and asks.

Much to the consternation of the staff.

Kroothawk wrote:

BrookM wrote:Employees are required to sign things with their own blood and have pictures of saints burned as they swear never to spill the beans, lest they burn in hell like that picture.

Don't forget the firstborn thing

Right, they need to feed the board of directors somehow, with their modest proposals.

H.B.M.C. wrote:Still, Kroot, it's another "We're going to release something soon... but we're not going to tell you what it is because... uhh... well just because!!!" announcement. In other words the type of 'marketing' only an imbecile would think is a good idea.

Gotta agree with you there. They need to get people excited about a release well before the release. That's what EVERY other company does. Oh well, what does Microsoft, Sony or any other big company like them know about business. Grassroots companies like them will be gone before next year. *Shakes head* GW, you need to learn from the big dogs.

Cerebrium wrote:Yeah, it's not like it's the equivalent of a movie trailer or anything, no, it's clearly GW BEING MORONS. It's not like movies, games etc have teasers before big announcements, or anything.

If you can't see the issue in GW's endless stream of missed and badly handled marketing opportunities, then clearly there will be nothing I can say or do to convince you.

Cerebrium wrote:HBMC, I've not been on this site for long, and all you seem to do is whine endlessly.

Doesn't make me wrong...

BAHHHHHH!!!!! Pictures, stupid GW, PICTURES!!!!

I want to buy your stuff, but seriously, what the hell?!?!

I think I speak for all Tyranid players out there when I say " you GW. you."

streamdragon wrote:I think I speak for all Tyranid players out there when I say " you GW. you."

Oh, do you guys have some unreleased figures? Anything important to the overall army structure? Sorry, just teasing.

It is a little odd to have a Wave 2 so soon when Blood Angels had to wait almost a year and Space Wolves even longer but it seems that GW is making up for neglecting he Dark Eldar for so long. Yes out of the current 5th edition codices Tyranids really should get their 2nd wave first but Dark Eldar players have been far more patient in their long wait for an update then Tyranid players have had to be in their wait for a Tervigon or Harpy

SonicPara wrote:It is a little odd to have a Wave 2 so soon when Blood Angels had to wait almost a year and Space Wolves even longer but it seems that GW is making up for neglecting he Dark Eldar for so long. Yes out of the current 5th edition codices Tyranids really should get their 2nd wave first but Dark Eldar players have been far more patient in their long wait for an update then Tyranid players have had to be in their wait for a Tervigon or Harpy

Your new book, did it radically change the way your army plays from the previous edition? No? Because the Tervigon (ugh) has become a mainstay of Tyranid forces. No Tervigon, no Tyrano Fex (double ugh), none of the special characters... but at least they gave us the Pyrovore! (triple ugh)

Space Wolves got a second wave? Did I miss the TWC models? (IIRC, they're the only things we're missing...)

streamdragon wrote:

SonicPara wrote:It is a little odd to have a Wave 2 so soon when Blood Angels had to wait almost a year and Space Wolves even longer but it seems that GW is making up for neglecting he Dark Eldar for so long. Yes out of the current 5th edition codices Tyranids really should get their 2nd wave first but Dark Eldar players have been far more patient in their long wait for an update then Tyranid players have had to be in their wait for a Tervigon or Harpy

Your new book, did it radically change the way your army plays from the previous edition? No? Because the Tervigon (ugh) has become a mainstay of Tyranid forces. No Tervigon, no Tyrano Fex (double ugh), none of the special characters... but at least they gave us the Pyrovore! (triple ugh)

Space Wolves got a second wave? Did I miss the TWC models? (IIRC, they're the only things we're missing...)

I apologize about the Space Wolves bit, I meant to say that they are still waiting. You are correct, they don't have a 2nd wave yet. As I said, Tyranids really should get their 2nd wave first due to the reasons you cited (mostly the tervigon) but my point was in the years and years of neglect that Dark Eldar players were subject to perhaps GW felt was reason to rush their model line to completion.

I just saw the announcement via twitter and I wondered what was missing. I'm rather annoyed about this as I'm still hoping for some Thunderwolves.

As for the marketing, I can see how it is frustrating but it's pretty much what Apple do.They dont say anything for ages and let the rumor mill do its thing. it seems to work for them and I dont see GW suffering (in the UK at least).