GW Newsletter: New White Dwarf direction confirmed

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**Phydox**

Newspapers and magazines are all having subscription problems, cause people use the internet to get information. Sounds like GW thinks rumor "leaks" are whats making subscriptions drop. These guys really do live in a cave.

Keep making buggy whips GW, and ignoring the automobile...it might just go away.

**insaniak**

pombe wrote:What's the problem?
3rd parties can now scoop GW to their own products by finding out GW release dates and beating them to the punch by releasing similar products first or at the same time as GW.

They could, yes. They haven't, for the last 30 years... but that's obviously no reason not to be paranoid anyway.

**Omegus**

dajobe wrote:To quote princess leya from Episode 4 "The more you tighten your grip, the more star systems will slip through your fingers!"
GW, dont let more star systems slip! Keep your players and be nice to them!

Of course, GW's response to this is to commence primary ignition.

**Korraz**

pombe wrote:What's the problem?
3rd parties can now scoop GW to their own products by finding out GW release dates and beating them to the punch by releasing similar products first or at the same time as GW.

Why is that a problem?
Because 3rd parties can release these items before (or at the same time) GW does and drive down demand for GW products, and thus affect their sales.

How did this become a problem?
Because GW prices have become high enough that 3rd parties can successfully compete financially by releasing alternative miniatures.

What is the solution?

GW's solution:
To control the flow of information such that 3rd parties cannot scoop GW on their own product releases. But this leaves everyone, including their own consumers and staff, completely out of the loop with regard to what to expect.

The common sense solution:
To reduce prices such that 3rd parties can no longer compete in a financial manner to discourage direct competition on their products by alternative products designed to be so similar that they can be used in GW games.

It doesn't really work that way. You don't go to the rumors board, look it up, go "Oh, GW is going to release a sumthinsumthin in three months", walk into your design studio, get a sumthinsumthin master sculpted, get molds done and produce enough units of the sumthinsumthin before GW gets it out. Actually, the 3rd Party Companies live of the things that DON'T exist, so making something that will get released in a foreseeable time will result in a loss.

**CadianCommander**

Exactly, Korraz.

To use war gaming's kissing cousins RPGs, involved board games (like Fantasy Flight) and computer games, you get release schedules for years in advance.

We knew about the new Twilight Imperium expansion from FF what, six months minimum in advance? They've released new races and some of the new rules on their website.

Who's gone out and made another version to flog early?

Or created a new computer game to release from media released screen shots?

RPG companies will often release their release schedule for the next two years.

...not only that, one roleplaying organisation I'm with, the country's top GMs get PDF copies emailed to them before release so they can understand and consider the new rules and what they will and won't approve in this country. Sent to them by the publisher.

These guys getting them aren't employees, they're not paid, they're just GMs who have signed an NDA. What gets leaked? Nothing.

So essentially, the Joe Bloes off the street that are part of this world wide rpg organisation is more trusted by the publishers of the rpg system than GW is of its staffers.

**Guaiwu**

insaniak wrote:
pombe wrote:What's the problem?
3rd parties can now scoop GW to their own products by finding out GW release dates and beating them to the punch by releasing similar products first or at the same time as GW.

They could, yes. They haven't, for the last 30 years... but that's obviously no reason not to be paranoid anyway.

Since these products take several months to prepare, sculpt, set up and verify, even if GW gave a few months lead time it would be nearly impossible for other companies to have similar products ready in time. Besides, there would be more money in filling GW's gaps than scooping them.

**Pouncey**

I like this. They're correcting an issue with their magazine. I will miss getting a preview of things to come of course.

To be honest, I don't blame them for wanting to clamp down on the rumor mill of the Internet. Every time GW releases new information ahead of release, it seems like the Internet jumps down their throats, and immediately starts in with the impending doom speculation. It's getting very frustrating and saddening to try to get some news on new stuff, or at least a credible rumor, and constantly finding only bickering about Games Workshop and people talking about how the slightest change in any direction means GW hates their customers. I don't get it.

**CadianCommander**

As I've mentioned previously in this thread, Pouncey, GW has hurt customers so badly that unless they do something major to placate them and let the players feel the love again, very little they do will be viewed favourably.

**Eumerin**

Pouncey wrote:To be honest, I don't blame them for wanting to clamp down on the rumor mill of the Internet. Every time GW releases new information ahead of release, it seems like the Internet jumps down their throats, and immediately starts in with the impending doom speculation. It's getting very frustrating and saddening to try to get some news on new stuff, or at least a credible rumor, and constantly finding only bickering about Games Workshop and people talking about how the slightest change in any direction means GW hates their customers. I don't get it.

The problem is that they're going overboard with it. They're the only company I know of that refuses to releaese *any* information until the last minute. Battlefront's the only other miniatures company I know of that clamps down hard like that, and even they provide a look at what the major products are that you'll likely see during the coming year (the Flames of War previews generally show up a month or two before the associated campaign book goes on sale, and street dates for products aren't known until just before the end of the month prior). If GW relaxed things just enough so that players knew which armies they were likely to see get releases, I think it would go a long ways toward dealing with customer anger. But instead GW now has things so tightly bottled up that it appears that even store staff may not know what's going to be on their shelf next week.

Rumors exist because everyone wants to know more. So GW's response is basically to try and make everyone know less... which is merely going to encourage rumors.

**Vermillion**

I think it will be a passing fad, like when they decideed to start adding the card part in the centre years ago and upping the price with it. Couple of months later, the card gone, the price stayed the same. Even the Eldar nightspinner rules didn't get me to buy a WD, and I'm still baffled by the way they want no one to know what is going on with them.

**Chibi Bodge-Battle**

Pouncey
I doubt if GW hate their customers or anyone seriously thinks they do. Sorry I just find the word "hate" is overused.

The problem is, GW make decisions that cause people to to perceive that the company shows little regard and respect for their customers.

Their image is not improved by this latest news.
People are used to, and expect information to be made freely available now. Other companies are able to use the internet to make the community feel involved in development and keep customers informed about projects.

GW go against providing information, and there is no good reason for it as far as I can see. There will always be discussion about new models and rules. Negative comments about Mantic hasn't dissuaded them from showing greens and concept drawings etc. It is no reason for GW to withdraw further from providing info.

**Thrax**

I would be willing to buy White Dwarf on a case-by-case basis if, and only if, it were to feature the free miniatures, special rules updates, and some truly new and interesting content. As is now, it's a glorified sales brochure, as we all pretty much agree. I wouldn't expect it every issue, but if they did some new and interesting things like they used to long ago, I think people would actually be quite interested in the magazine. If they intend to keep it as it is, however, I think they should just discontinue the thing and save themselves the money.

**Kilkrazy**

LunaHound wrote:What on earth, was my post deleted?

Yes, according to the moderation log.

**Mr Mystery**

It could be a tactic to prevent other companies from trying to cash in with their own take on GW units.

Not saying it is, or making anu judgement about the possible wisdom, just putting it out there.

**Kilkrazy**

That has been suggested, however I think it is unrealistic due to the reasons others have given, i.e. the lead time to bring a competing model to market is too long.

From a practical viewpoint, there are heaps of "competing" models on the market anyway, which most people don't buy because they want the official version. The main issue here is when GW don't make a model of their own, and create a gap in the market.

The Chapter House Tervigon conversion and Doomseer came out long after the codex was released.

**Mr Mystery**

Fair enough skip!

**Ugavine**

I've been griping about White Dwarf ever since they stopped putting in role-playing articles - yes, that long, I still play WFRP 1st Edition. Since then the only issue I've bought in around 20 years was a couple of months back with the Dark Eldar release.

GW have the excellent opportunity to stay in touch with their customers through White Dwarf magazine. There needs to be optional rules printed, or even optional units, say rules for some Apocalypse models for regular game use. And tutorials, they need to go back to putting in tutorials on building scenery or ideas on designing your army to make them look unique.

And communication. Talk to customers more. Have customer feedback columns. I understand companies wanting to keep their secrets and GW are far from the only games company not forthcoming with information - the company who bought the Star Wars licence won't tell anyone they have it, and Wizards of the Coast, forget it!

Maybe this 'new direction' will be all players want and more. Doubt it.

**pombe**

Korraz wrote:
It doesn't really work that way. You don't go to the rumors board, look it up, go "Oh, GW is going to release a sumthinsumthin in three months", walk into your design studio, get a sumthinsumthin master sculpted, get molds done and produce enough units of the sumthinsumthin before GW gets it out. Actually, the 3rd Party Companies live of the things that DON'T exist, so making something that will get released in a foreseeable time will result in a loss.

Thanks for the correction.

However, then I'm at a loss to explain why GW wants to halt information leaks and force us to use WD as the only conduit for information. If they continue to release rules without miniatures, then this will always be a problem for them.

I will admit there is one thing that GW could do to make me reconsider buying WD again: replace the LotR section with a Specialist Games section.

**army310**

Well I have hope this is how the NEW GW will be AKA Better WD, Better Codexs and Better Minis(which I think they stuff is the best).

**fullheadofhair**

Like others have said, it will improve for a while and then go downhill very quickly. All part of the cycle. I said a month or so ago that all these changes were geared to protecting the revenue stream from WD as it becomes more and more irrelevant. These changes won;t change that.

**Adam LongWalker**

fullheadofhair wrote:Like others have said, it will improve for a while and then go downhill very quickly. All part of the cycle. I said a month or so ago that all these changes were geared to protecting the revenue stream from WD as it becomes more and more irrelevant. These changes won;t change that.

As I have also stated that this is part of their closed sourced proprietary business model. This is just more than protecting WD renenues. This is part of the system of protecting all of their normal revenue sources.

IMHO Draconian manners are being done by the Corporation due to the loss of their customer base.

**Kroothawk**

More details on GW policy change as posted by the same person on BoK giving us the 6th edition rumours (actually this is how his post starts and the motivation to spill the beans):
http://bloodofkittens.com/network/members/rideroftheerk/activity/14616/

rideroftheerk wrote:I was told in privacy but can’t vouch for the accuracy. Corrected some spelling errors from icq conversation:

anonymus wrote:I am really pissed! The recent shift in GW’s marketing strategy is only the beginning. The goal is to completely control every bit of information that is going out and make every advance sneak peek look like an accidental leak. Think of Apple and you know what they are trying to achieve. They simultaneously try to keep the internet crowd happy with some leaked bits here and there and the store crowded focused on the next release. Prepare for more of these infamous “you see one eighth of the miniature and should stand in awe” pictures. The restructured White Dwarf will be the only place for “official” news. The days when Games Days were a good source for exciting news are gone. No more seminars.

Independent shop owners will get the info at the same time as the public. From autumn on product codes will be chiffres and retailers have to order bulk packages for new releases without knowing what is in it if they want to get the releases on the first day. If they want to buy the boxes individually they have to wait two weeks until GW releases the chiffres. Mail Orders won’t arrive on the day of release, they will be SENT on the day of release. So no more accidental early arrivals. If you want to buy a product on the day of release you have to go to a GW store or one of the shops that have bought the release package. There is no chance to get the products via an online store on time.

The retail embargo for the southern hemisphere were initially planned for every single country, so no more exports from UK to continental Europa, but GW’s law division stopped this as it would have violated EU laws. So now they will introduce two boxes for every release with exactly the same content but different boxes. One is for the retail in a single country and comes at the standard wholesale price. The other box has all the necessary taxation and regulatory clearances for export. These boxes are virtually the same but GW is charging an extra fee for them. Online shops can choose to stop exports or accept a serious blow to their profit margins.

We, the gamers, are sitting on the receiving end of this dishonest policy once more. We are treated like children and that is exactly the goal of these changes. So here are some of their plans, as long as the info is available, to spoil some of their surprises:

Seems like GW didn't take into account the number of staffers pissed by the new decisions and willing to ruin the information embargo.

**filbert**

I really don't see how GW can even begin to think that this is a healthy and sustainable way to engage with customers and drive their business forwards.

But then again, given the other decisions that have come out of GW recently, this doesn't really raise much of an eyebrow.

**Jani**

Cortez667 wrote:

Cortez, you are the first and so far only red-white soulmate I've seen here! Awesome!

We have to stick together here with all these black and blue dudes around.

Automatically Appended Next Post:

Kroothawk wrote:GW wants to make the White Dwarf the central and first medium for everyone to get first hand information on new GW releases, that's right: before internet forums or sales staff get to know about the stuff.

White Dwarf is no Facebook; on print media they can control the feedback. Unhappy people are okay as long as they don't tell it to anybody.

**Cryonicleech**

While a LOT of people will see this as a bad thing, I'm at least glad they're working to at least make the magazine better.

**Kroothawk**

Here a quote that might sum up GW's state of mind:

“We know that communication is a problem, but the company is not going to discuss it with the employees.”

http://www.blippitt.com/19-actual-lol-quotes-from-actual-managers/

**Jani**

It is very easy to hate GW these days because of their business decisions, constant price rises, anti-hobby copyright attacks and what have you. They have transformed from a cozy bunch of enthusiastic artsy gaming folks to another faceless corporation. Is it right not to like them and criticize their every move? I don't know. Maybe it is, maybe it is not. But I do know that they themselves have put them into this situation. I wait for GW to open up and do something to regain our trust. I'd love to like them again!

**Sectiplave**

Hey, I'll have a good reason to bother downloa...... errr "obtaining" White Dwarf magazines

I would considering buying them depending on what sort of quality we really see.

**-Loki-**

CadianCommander wrote:As I've mentioned previously in this thread, Pouncey, GW has hurt customers so badly that unless they do something major to placate them and let the players feel the love again, very little they do will be viewed favourably.

The silent majority of people who play GW games don't use the internet to find rumours, sit on boards and discuss how GW kicked their puppy, or even discuss it in general. These people, who make up more of GW's market share than us who do do these things, aren't affected by this at all, since they get any information from GW stores or White Dwarf. These are the people GW want to keep, since again, they are the majority of their players.

While their target audience is tech savvy young males, that doesn't mean the majorty of those tech savvy young males want to hop online and talk about 40k. This easy to conclude from simply looking at member counts on the big 40k fansites. Even adding them together, if GW operated on trying to placate a customer base that small, they wouldn't be a $200million company. Basically, GW know that the majority of people, who they want to keep playing, will buy an 'improved' white dwarf for updates to the game.

Honestly, sometimes I can't blame those people for not wanting to discuss their hobby online.

**cadbren**

-Loki- wrote:
Honestly, sometimes I can't blame those people for not wanting to discuss their hobby online.

It's a secret shame and we all cope with it differently.