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Made in gb
Fixture of Dakka




UK

Honetsly sometimes they could do way more.

I remember when games often came with a demo-reel of videos for future products within the main game itself. Furthermore some would have demos on the actual game installer.

If I were GW I'd say to CA - hey can we put a nice flashy link on your launcher page with a download/link for the rules of AoS and a link to a page or two of it. Heck could we also include a video taking people from Warhammer to AoS with a short 1 or 2 min presentation by Becka or one of the other staff at GW.


Basically don't just suppose they've "heard of GW" actually present it to them as a product line. "you've liked the game now get the models".



It's something easy to overlook, but I'm sure there are many who play the games but have no idea of the tabletop. DnD and Warhammer likely work okish at it since their core market is well advertised within the geek niche (but not as much outside); but games like Mech Warrior I was playing for years before ever hearing of a tabletop version.

It seems to me its marketing that works only if the original core marketing already has your attention.

A Blog in Miniature - now featuring reviews of many new Black Library books (latest Novellas) 
   
Made in de
Ladies Love the Vibro-Cannon Operator






Hamburg

 Overread wrote:
In the UK its much the same - advertising and prime highstreet locations are super expensive now. I think it's why GW has been doing so much licence outreach into other markets. They basically can't afford global or even national TV spots and buss sides and prime highstreet shops any more. It's all too expensive and bloated by much more powerful markets or the highstreets are typically being tax/rent/lack of footfalled out of functionality.


So massive internet campaign and massive outreach programs into other markets in the hope of attracting more customers.

I'm sure GW would love to do a big advertising campaign, but I suspect the costs are just way too great. Plus I think the big risk for them is such a campaign might be like the Lord of the Rings films in that whilst the campaign was going it would spike sales up, but once the campaign died down the number of retained customers would be far smaller and the spike would suddenly vanish. Ergo its the kind of thing that once you start you have to keep going to maintain. Profitable if you can spike way above the costs, but also a risky situation where a few rising costs or a lowering in sales could untip the balance.

Surprising to see some similarities in advertising and high streets locations.

But I think that GW is much more popular in UK than in any other country, isn't it?

Former moderator 40kOnline

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Made in gb
Fixture of Dakka




UK

I think its well known in the UK and generally considered a household name in so much as most families will have heard of it. It's not totally commonplace, but if you say "Warhammer - you know those expensive models" most people know what you mean.

Non geeky people who don't have kids might well not have heard of it; but they've had a good placing in enough urban areas that they've likely walked past a GW store more than once in their life.


The real trick isn't just reaching out to new markets though; its getting people in the door and parting with money.

A Blog in Miniature - now featuring reviews of many new Black Library books (latest Novellas) 
   
Made in de
Ladies Love the Vibro-Cannon Operator






Hamburg

 Overread wrote:
I think its well known in the UK and generally considered a household name in so much as most families will have heard of it. It's not totally commonplace, but if you say "Warhammer - you know those expensive models" most people know what you mean.

Non geeky people who don't have kids might well not have heard of it; but they've had a good placing in enough urban areas that they've likely walked past a GW store more than once in their life.


The real trick isn't just reaching out to new markets though; its getting people in the door and parting with money.

This is definitely different in Germany.
When you say ''Warhammer'' people will usually don't know what you mean.
They will maybe wince.

Former moderator 40kOnline

Lanchester's square law - please obey in list building!

Illumini: "And thank you for not finishing your post with a "" I'm sorry, but after 7200 's that has to be the most annoying sign-off ever."

Armies: Eldar, Necrons, Blood Angels, Grey Knights; World Eaters (30k); Bloodbound; Cryx, Circle, Cyriss 
   
Made in us
Longtime Dakkanaut




Selling their IP in other sources, (books, video games/mobile games) is their best bet to get more people in on the relative cheap. I started playing cause I randomly picked up the first DOW and just loved everything about the atmosphere and that got me and a few other friends into the game on and off for a decade.

Mobile games are still relatively cheap and I'm sure most BL novels probably are cost effective in the long run even if every individual book doesn't make money. Now a full video game at this point is probably getting stepper and stepper giving an increasing emphasis on high production values and voice acting.
   
Made in gb
Assassin with Black Lotus Poison




Bristol

 Overread wrote:

If I were GW I'd say to CA - hey can we put a nice flashy link on your launcher page with a download/link for the rules of AoS and a link to a page or two of it. Heck could we also include a video taking people from Warhammer to AoS with a short 1 or 2 min presentation by Becka or one of the other staff at GW.


That might have worked for WHFB. AOS? Nope.

There is very little in AOS to appeal to the people playing Warhammer Total War. No Ranks 'n' Flanks, the world is gone, major factions like the Empire are basically completely absent and others are literally absent (Bretonnia and Tomb Kings).

GW blowing up the fantasy world just before what would be the biggest game using that world is due to come out has to go down as one of the most idiotic decisions they've ever made.

All they had to do was hold off and develop a box set with rules and resources for running a big map based campaign to release alongside or just after the game. And drop the costs of the kits and have starter boxes for all the armies so these new people coming to have a look off the back of the game can have a cheap buy in for a basic army. Total Warhammer 2 comes out? Nice new expansion set for previous map campaign set including a map for Ulthuan, Naggaroth and the New World along with some new starter boxes.

This message was edited 2 times. Last update was at 2019/09/16 15:55:33


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Made in us
Rotting Sorcerer of Nurgle






 Overread wrote:
Starwars is a powerful franchise with some big stake holders in control of it and with the licence. It's one of the few where if the parent companies decided "yes we want to make a wargame and take a significant percentage of the market" they could. They'd have the capital (in the core franchise at least) to invest in machinery, production and a multinational distribution chain very fast. They could even undercut GW price wise and rely on the strength of the SW brand to push it forward.


To be fair to Star Wars, I believe the problem they are having with their current game seeming to have sporadic releases is the same problem that plagues other licensed games- actor's likenesses. You can see this on a smaller scale right now with Warlord's Doctor Who game. The releases are all over the place as they have to wait for the actors (or their estates) to approve the likeness. Now, I've not been following the SW wargame too much but after the initial release it seemed to have just dropped off of the radar with a new release here and there. There might be a release every month but perception is reality.

To really get into gear, Disney would in fact have to do what GW did when they got the LOTR license and get months of releases (I remember getting the flyer at Games Day with near a year's worth of planned release dates on it) pencilled in so you have a steady stream of content from the get go so people's attention does not go elsewhere.



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Made in us
Regular Dakkanaut



Grand Forks, ND, USA

I would not guess a GW crash unless a number of things happened: decreasing their social media/community content, cancelling the majority of their product line, ignoring the competitive and casual gaming scene.

Right now GW has demonstrated an interest in gaming and hobby people with a view to them being customers well. In the past (Medusa V campaign, et. al.) they showed such interest. Since the release of Dawn of War on the pc they have put their IP out there, and despite varied results, have gotten their name out there. They are attracting prospective customers and making sales. They also have shifted a lot of products to print/electronic base which saves a lot of money, all the while releasing quality miniatures over quantity (look at the much older stuff). Right now there are so many product lines that getting into the hobby is not prohibitive, though 40,000 as one might want to play could be.

Given 40k is their flag ship game though interest is high. They can charge more for less. Blood Bowl, a time tested game as far as mechanics goes, has miniatures much cheaper but there is no sense of slowing. As long as they have multiple product lines it would be hard to guess a crash from an internal flaw.

The ITC, the NAF, and all other outside organizations that are promoting organized play, podcasters, anyone who generates interest will continue to do so, many of which are being given GW products (free) and reviewing them, often with favorable reviews.

I think the big thing is just sustainable growth, steady growth. As long as they keep the communication, entry and interest avenues open and as transparent as possible, they will gain customers and people talking up their products. This is my opinion.

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