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Made in us
VF-1S Valkyrie Squadron Commander





Mississippi

I don't know about ya'll, but lately I've noticed that Sisters are appearing a lot in GW's promotions outside of their model line (video games and such). Do you think they are on route to become more popular than space marines for bringing newcomers into the hobby?

It never ends well 
   
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Stealthy Grot Snipa





Atlanta, GA

No. Space marines are always going to be the most popular army and the biggest face of the hobby. But it's great that more Sisters of Battle are making appearances in promo material as well.
   
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Ship's Officer





Bristol (UK)

I think they definitely are becoming a big part of the image GW wants to present.

'Representation' is in vogue right now and Sisters are the explicitly "badass bitches" faction.
   
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Ork Admiral Kroozin Da Kosmos on Da Hulk






They are super popular right now - you see tons of art pieces and cosplays of them, plus GW invested a ton into them by basically re-inventing an entire model line.

Along with space marines and orks they are probably one of the most liked factions right now.

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Mysterious Techpriest





Belgium

Yeah they're way more present and I'm fine with that. They represent 40k very well with the crazy religious zealot mindset. Also I think they have a more refined aesthetic compared to Marines, makes them look less like toys. The fact they're still normal humans helps some people to relate more to the characters too. And if it helps bring more people into the hobby it's just awesome.

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Mira Mesa

In terms of popularity with people outside the hobby? Yeah, I think Sisters appeal to a lot of people who weren't already on board. My girlfriend and a few others were interested in 40k based on the 9th edition cinematic. Sisters and Necrons both, actually.

The fact is that other factions appeal to different people (obviously). I think GW is awakening to that, and that pushing other faction visibility can catch the eye of different people.

Space Marines may sell more, but pushing other faction visibility can be a loss leader to expand the audience.

This message was edited 1 time. Last update was at 2021/06/14 14:49:47


   
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Longtime Dakkanaut





 Stormonu wrote:
I don't know about ya'll, but lately I've noticed that Sisters are appearing a lot in GW's promotions outside of their model line (video games and such). Do you think they are on route to become more popular than space marines for bringing newcomers into the hobby?
No. But it will be interesting to see how long the promotion of them lasts once their releases are done with and the next new line rolls around, with GW it's rarely more than marines and 'todays guest army'.
   
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Longtime Dakkanaut





Just got my sisters dex today. Man I love Morvenn's fluff entry.

And yeah, I definitely think they're getting great representation; no faction will ever overtake marines as the poster faction- but I think what we're seeing is a evolution of the concept of "Poster Faction" in general. I love seeing a Marine, a Sister and a member of the Guard standing together.

I feel like the more often the diversity of the Imperium is showcased, the better.
   
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Member of a Lodge? I Can't Say






New face? No, Space Marines will never lose that role.
Increased marketing? Yes, because Gw has realised having better representation gets them brownie points and cash money.
Then again any marketing whatsoever would be an improvement for SoB considering they got shelved for close to two decades.
   
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Boosting Black Templar Biker






After many years of people requesting updated Sisters GW finally followed through and redid a whole line of them. The fact that they are still marketing them is a sound business strategy as well. 40k is an expensive hobby to enter so if a consumer is considering entering the hobby and pick a faction they are much more likely to lean towards a faction that appeals to them and also receives support. If they see a faction get released then immediately ignored or worse nerfed into the ground they may be hesitant to take the plunge knowing the army they like may be off the radar for many years.

I'm glad to see Sisters continuing to receive the spotlight from GW since it will continue to attract more people into the hobby. The units are durable on the tabletop, the models are nicely detailed and you get pretty good bang for your buck making them a great starter army.

This message was edited 1 time. Last update was at 2021/06/14 21:42:57


 
   
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Decrepit Dakkanaut




UK

GW put almost no marketing into Sisters of Battle for well over a decade. They were so left out they didn't even have any plastics (perhaps barring one or two vehicles where they shared bits with other kits?)

Basically SoB were all but dead to GW, having missed loads and loads of editions with model updates.

So when GW decided to make them part of the game again with a BIG plastic releas,e GW had to double-down on the marketing. I think that what happened was that GW overcompensated with the marketing a bit; since SoB have outsold their stocks at launch constantly and proven to be a great investment.




AT the same time they are also a way to show diversity in the game and a different angle that isn't just Space Marines. Indeed I think it might be a slow start of GW perhaps trying to tease 40K off the Space Marine addiction.

Whilst it sells, it also presents problems for GW and the community. Those SM players want things to shoot at other than other marines; GW design and investment wants to see returns on investment from other armies.



At the same time as all that GW today realises that keeping marketing focused on more than the current release army, actually helps retain interest in and sales in an army when its not even getting new models. Ergo that its basically dirt cheap (GW already has all the marketing divisions within itself on regular payroll) and yet returns on investment.


So there's loads of bits coming together that are resulting in Sisters getting a nice big attention push. I welcome it and I hope that in time other armies also get to benefit from such a marketing campaign.

   
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 Overread wrote:
GW put almost no marketing into Sisters of Battle for well over a decade. They were so left out they didn't even have any plastics (perhaps barring one or two vehicles where they shared bits with other kits?)

Rhino/Immolator kit was a Rhino with an extra sprue, which was also used for the Exorcist (where all the decorative plates and the organ parts where metal (also the organ base plate needed slight trimming to fit the Immolator base plate thanks to metal part shrinkage when it cools in the mold)). All these models where from 1997 though and we didn't see a new plastic model until Celestine got update at the end of 7th with Gathering Storm.
   
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Versteckt in den Schatten deines Geistes.

It's good that they're there.

Much as I love the Guard there's no real visual flair to Cadians, and Catachans are just a legacy of making Rambo/Vietnam Vets into a miniature line.

Sisters on the other hand, with their sleek black and gold, flowing robes, and other embellishments stand out from a crowd, and work in stark contrast to big blue Primaris Marines. It works well.

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New Jersey, State of Perfection

 Aaranis wrote:
Yeah they're way more present and I'm fine with that. They represent 40k very well with the crazy religious zealot mindset. Also I think they have a more refined aesthetic compared to Marines, makes them look less like toys. The fact they're still normal humans helps some people to relate more to the characters too. And if it helps bring more people into the hobby it's just awesome.


I think the sisters are generally just a more effective "spokeswoman"/marketing image for the brand than Space Marines. They sell the grimdark gothic nature of the setting in a way that the Space Marines can't, and they do it while looking wholly unique and not being confused for star wars stormtrooper fanart by casuals.

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Regular Dakkanaut




I think GW's marketing team are just trying to push the whole 40k is for everyone. They finally released that the other 50% of the population can actually enjoy the same nerdy things their original target demographic could.

Which is about damn time. Lol.

This message was edited 1 time. Last update was at 2021/06/15 00:44:54


 
   
Made in ca
Steadfast Ultramarine Sergeant






 Stormonu wrote:
I don't know about ya'll, but lately I've noticed that Sisters are appearing a lot in GW's promotions outside of their model line (video games and such). Do you think they are on route to become more popular than space marines for bringing newcomers into the hobby?


I think it's more so that the community asked for the faction to be done in plastic, and I think compared to new factions they have had the most new kits. Granted I don't have any numbers, but regardless the faction has been a massive investment in a short time compared to say skitarii which took 4+ years for another large wave
   
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I think it also has to do with the Ecclesiarchy being important in the unfolding plotline as Guilliman has to a religious organization to powerful for him to disband so they're taking a more active position in the setting. Plus while the Marines are less gothic than some of the old art, the Sisters are progressively more gothic.
   
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Decrepit Dakkanaut




UK

Sisters was in effect a totally brand new army; but got the update speed and range of a much more modern established army. We don't really know how well the Sisters metal models sold at, but from what casual observations we can make, they were not selling all that well.

So from GW's investment angle they were like a brand new army. Only unlike most of the new armies, Sisters weren't a quick small release; they were a big release. So it makes sense that GW basically maximises on that investment by making them a near poster-army for the game.


All told its been done great and I do agree they can sell the gothic theme in a different way to Marines - if perhaps a bit more faithful considering their model style.



Plus right alongside GW has quick had a big focus on Necrons as well so its not as if its just pushing the Imperial model line.

   
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We're also seeing teasers for Orks for later this year so it's not like Sisters are getting all the spotlight.
   
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It's always Space Marines + 1, that's how 40k works. Sisters are the current +1.
   
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This message was edited 1 time. Last update was at 2021/06/15 02:42:04


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Regular Dakkanaut




chaos0xomega wrote:


I think the sisters are generally just a more effective "spokeswoman"/marketing image for the brand than Space Marines. They sell the grimdark gothic nature of the setting in a way that the Space Marines can't, and they do it while looking wholly unique and not being confused for star wars stormtrooper fanart by casuals.

You're not wrong but I would clarify that marines can do grim dark pretty dang well if that's the goal. Primaris have moved away from that athletic and I don't really know why.
   
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Longtime Dakkanaut





I think they have definitely taken over from IG as humanities number 2 army, in the mind of GW.

Threy are more grim dark than space marines now by a long way so I think it’s great they are more prominent.
   
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Warp-Screaming Noise Marine




Australia

Nothing will ever eclipse Space Marines in the 40k hierarchy. Sisters are new and shiny with a great model range, and also offer a female face for outsiders looking in at the hobby. Makes perfect sense that they'd be placed in a prominent position when it comes to advertising.

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Dakka Veteran





I think sisters tick a lot of boxes from a sakes and marketing perspective.

By all accounts the new sisters release sold well above expectations so it makes sense to capitalise on that. It also fits into an inclusive narrative and is likely to better appeal to a new demographic for GW to target, leading to increased sales and presence for the brand.

The space marine poster boys aren’t going anywhere, but they aren’t exactly unique to the setting. Science fiction power armoured super soldiers are 10 a penny. I expect if you stopped the average person on the high street and showed them a picture of a space marine they would be more likely to associate it with Halo than 40K or GW.

Sisters, as mentioned previously, sell the gothic setting pretty well and are definitely much more unique- power armoured battle nuns. They are a new range of models so the whole range of models are made with a modern aesthetic and to a higher standard than older models. And no metal/fine cast too as the are all new plastics positions then as perfect for a focused advertising campaign.

This message was edited 1 time. Last update was at 2021/06/15 08:24:40


 
   
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Decrepit Dakkanaut




UK

yukishiro1 wrote:
It's always Space Marines + 1, that's how 40k works. Sisters are the current +1.


Except right now its Sisters and Necrons, with both getting marketing attention and things like unique/limited character models and big action toys and such. So its 2 armies sharing the light alongside Marines.

Hopefully GW keeps up of even expands this trend. I think the bottom line is marines being 50% of your gross sales is a great thing, but also a huge "all eggs in one basket" situation. The fact that GW abandoned that marketing approach to AoS shows that its clearly not ideal. And when GW abandoned it and sorted AoS out we see a vastly different landscape of buying and playing. Far more variety of armies present at events; far more viability of multiple armies and a lot more creative freedom now that the release schedule and design isn't choked with dozens of the same army concept. Instead of 6 different stormcast armies we've got 1 (big) Stormcast and then 5 more armies in different Grand Alliances doing stuff.

This message was edited 1 time. Last update was at 2021/06/15 08:46:26


   
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Space Marines + whatever enemy faction is in the beginner's box isn't a new thing, Necrons will fall off in hype and be replaced in the marketing by something else eventually. What's unusual is the Space Marines having to share screentime with another "hero" faction.
   
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Longtime Dakkanaut





It’s a shame the GW can’t try and promote all armies a bit more equally. when I started in 2nd eldar were such a big thing and now if you joined the hobby you’d probably think they were a bit of a minority or niche army
   
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The lack of marketing for eldar has always been pretty puzzling to me. I hate them but I've seen enough franchises to know that the most popular factions are always the "cool" humans followed by the high elves. It's probably the same dumb marketing logic that had Sisters sitting in the pit for years despite obviously being a potential big seller.
   
 
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