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![[Post New]](/s/i/i.gif) 2012/11/05 10:50:30
Subject: Interview with Robin Cruddace (GD France)
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Decrepit Dakkanaut
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http://natfka.blogspot.it/2012/11/french-games-day-interview-with-robin.html
French Games Day Interview with Robin Cruddace
Sunday, November 4, 2012
This is an excellent brief interview with Robbin Cruddace at France's Games Day which to my understanding just ended the previous weekend. Robbin was gracious enough to answer some questions by one of our readers here, and Commissar-Lord Brusilov wrote up an excellent overview of that conversation. This is definitely worth your time to read, answers some questions about the Black Templar and codex creation, so sit back and enjoy on a hopefully quiet Sunday morning.
via the Faeit 212 inbox from Commissar-Lord Brusilov
Natfka,
I attended the French Games Day last week-end and while I did not learn much about any upcoming releases (everyone is quite tight-lipped about that), I did have a long chat with Robin Cruddace (thanks again to him if he’s reading this for putting up with me).
Since he wouldn’t get into details of what’s coming up, I asked question regarding the development process, GW’s release schedule (in broad terms). Here is what I can remember from it :
- interestingly enough, Robin mentioned that they want to avoid releasing models without a Codex/Army book. He explained that new models drive book sales and vice versa. I forgot to ask him whether he tought new releases without a book may spark new interest in that army, but I don’t think it would have changed his answer ;
- he added that it takes basically a year to write a new codex ;
- he mentioned that models come first, the models designers sit down and come up with new ideas for units and then the rules designers create rules and background for them ;
- Speaking of rules, I asked him about folding the Black Templars into the vanilla Space Marines Codex, he semmed dubious it was doable, arguing that while Imperial Fists and Crimson Fists are very close and are both adhering to the Codex Astartes, Black Templars diverge a lot. He neither confirmed nor denied that the Templars would be folded into the future iteration of the Space Marines Codex ;
- Regarding Codices, he did say that they intend to try and get back to each army every four years (or so). He acknowledged some armies have fallen behind but mentioned that he has written army books or codices for armies that are yet to be released ;
- We talked a bit about the Sisters of Battle. While he did not confirmed they’re being worked on, he said that considering the age of the models it would be a very long process (Jes Goodwyn’s design sketches for the Heldrake, that a model designer had brought with him were dated of summer 2011 IIRC).
Robin was very open about GW’s marketing and sales policies, which I found very interesting :
- when I asked him why there was only one Codex release this year, he explained that if they released more this year, their financial results would skyrocket abnormally and shareholders would expect sales to be as good, if not better next year. Basically, they withheld releases to smooth over the results year to year ;
- I wondered why GW now has such a short release notice. Robin explained that they experimented with shortening the release notice, one step at a time, from six months, to three months, to a month, to a week. Every time GW did this, their sales increased (or so he said). Basically, GW wants us to surprise us and get us to spend our money impulsively, rather than plan ahead (not what Mr Cruddace said, rather what I get out of this) ;
- Robin explained that if you look at the lifespan of an edition (he said roughly five years), if you remove the months dedicated to the new rulebook, the new starter box for each of their flagship games, the months where GW release supplements (like Blood in the Badlands or Planetstrike), surprise releases (like Space Hulk or Dreadfleet), it leaves basically 36 months out of 60 months (5 years remember) for new releases, and firstly codices and army books ;
- I asked him how they playtested new rules. Robin explained they have an inhouse team dedicated to that and they call upon renowned tournament players to assist. When I asked him about an open beta for a new edition (like PP did for Warmachine Mk2), he did not seem to keen.
Finally, I asked him the running joke question I ask every rules designer I come across (especially now they’re officially in the background again) : “when are the Squats coming back?” Robin laughed and acknowledged that they’re back in the background but that they have no plans for them. Maybe when they’re done with everything else...
I hope this sheds some light into GW policies for our favourite games.
The Emperor Protects,
Commissar-Lord Brusilov
I like the part where Robin explains the only-one-Codex-release this year, because GW doesn't want to make too much money so the shareholders won't get too greedy. Explains the errors in some long-time rumours and the huge pile of unreleased ready products ... somehow ... I guess
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This message was edited 1 time. Last update was at 2012/11/05 10:56:37
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![[Post New]](/s/i/i.gif) 2012/11/05 13:25:06
Subject: Interview with Robin Cruddace (GD France)
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Veteran Wolf Guard Squad Leader
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Interesting and sounds refreshingly honest.
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3500 pts Black Legion
3500 pts Iron Warriors
2500 pts World Eaters
1950 pts Emperor's Children
333 pts Daemonhunters
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![[Post New]](/s/i/i.gif) 2012/11/05 13:36:35
Subject: Re:Interview with Robin Cruddace (GD France)
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Fixture of Dakka
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- I wondered why GW now has such a short release notice. Robin explained that they experimented with shortening the release notice, one step at a time, from six months, to three months, to a month, to a week. Every time GW did this, their sales increased (or so he said). Basically, GW wants us to surprise us and get us to spend our money impulsively, rather than plan ahead (not what Mr Cruddace said, rather what I get out of this) ;
If they have data to back this up, then I can see why they do it regardless of how we may hate it. We apparently hate it because it works and gets us to buy stuff we don't really want or need simply because of the 'surprise'.
Boils down to if they feel that it increases sales, and they have figures to back it up then there isn't much we can do is there?
I have to say most of my money is being spent impulsively, but Kickstarter is partially to blame for that.
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My Models: Ork Army: Waaagh 'Az-ard - Chibi Dungeon RPG Models! - My Workblog!
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RULE OF COOL: When converting models, there is only one rule: "The better your model looks, the less people will complain about it."
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MODELING FOR ADVANTAGE TEST: rigeld2: "Easy test - are you willing to play the model as a stock one? No? MFA." |
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![[Post New]](/s/i/i.gif) 2012/11/05 13:42:21
Subject: Interview with Robin Cruddace (GD France)
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Decrepit Dakkanaut
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An open beta would be the exact opposite of what GW wants. GW wants their customers to have as few information as possible before the models get released - if a unit turns out to be terrible, people would be less likely to buy it.
Looks awesome, know that it's bad => unlikely to buy
Looks awesome, don't know that it's bad => likely to buy
Looks terrible, know that it's good => likely to buy
Looks terrible, don't know that it's bad => unlikely to buy.
Thus you simply release new stuff, not letting people know whether it's good or bad, and zing, more profit.
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![[Post New]](/s/i/i.gif) 2012/11/05 13:59:22
Subject: Re:Interview with Robin Cruddace (GD France)
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Humorless Arbite
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nkelsch wrote:- I wondered why GW now has such a short release notice. Robin explained that they experimented with shortening the release notice, one step at a time, from six months, to three months, to a month, to a week. Every time GW did this, their sales increased (or so he said). Basically, GW wants us to surprise us and get us to spend our money impulsively, rather than plan ahead (not what Mr Cruddace said, rather what I get out of this) ;
If they have data to back this up, then I can see why they do it regardless of how we may hate it. We apparently hate it because it works and gets us to buy stuff we don't really want or need simply because of the 'surprise'.
Boils down to if they feel that it increases sales, and they have figures to back it up then there isn't much we can do is there?
I have to say most of my money is being spent impulsively, but Kickstarter is partially to blame for that. 
Makes me wonder if they have the right data pair for the metric. Other factors could drive that metric such as the relative cost of the release and it's quality. For example, when the Vostroyan reg droped I, a guard player, didn't go out and buy more guard or any Vostroyans be cause I didn't like them. But the new DE kits got me to buy a new army.
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Voxed from Salamander 84-24020
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![[Post New]](/s/i/i.gif) 2012/11/05 14:09:01
Subject: Interview with Robin Cruddace (GD France)
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Fixture of Dakka
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Sigvatr wrote:
Thus you simply release new stuff, not letting people know whether it's good or bad, and zing, more profit.
Like buying an ork jet, and assembling a burna bomma before knowing the rules! Now you gotta go buy a dakkajet! Double sales!
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My Models: Ork Army: Waaagh 'Az-ard - Chibi Dungeon RPG Models! - My Workblog!
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RULE OF COOL: When converting models, there is only one rule: "The better your model looks, the less people will complain about it."
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=
MODELING FOR ADVANTAGE TEST: rigeld2: "Easy test - are you willing to play the model as a stock one? No? MFA." |
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![[Post New]](/s/i/i.gif) 2012/11/05 15:41:02
Subject: Interview with Robin Cruddace (GD France)
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Ultramarine Master with Gauntlets of Macragge
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Robin was very open about GW’s marketing and sales policies, which I found very interesting :
- when I asked him why there was only one Codex release this year, he explained that if they released more this year, their financial results would skyrocket abnormally and shareholders would expect sales to be as good, if not better next year. Basically, they withheld releases to smooth over the results year to year
This actually makes a ton of sense. Considering the sales guys at the company I work for will hold out a sale until the very beginning of next quarter for the same reasons, I can finally understand why GW does this.
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Check out my Youtube channel!
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![[Post New]](/s/i/i.gif) 2012/11/05 16:34:24
Subject: Re:Interview with Robin Cruddace (GD France)
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Repentia Mistress
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Sisters get the brush off again. Six years from now they will still be "Being worked on". It's sad really. The minis are fine to be sure, but the army is basically unaffordable brand new. Sales will never improve. The WD codex sold out quickly, but its continuing lack of availability is another drag on sales I'm sure.
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![[Post New]](/s/i/i.gif) 2012/11/05 17:10:32
Subject: Re:Interview with Robin Cruddace (GD France)
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Decrepit Dakkanaut
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andrewm9 wrote: The minis are fine to be sure, but the army is basically unaffordable brand new.
The minis look god-awful. Seriously.
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![[Post New]](/s/i/i.gif) 2012/11/05 19:43:58
Subject: Interview with Robin Cruddace (GD France)
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[MOD]
Making Stuff
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Kroothawk wrote:- I wondered why GW now has such a short release notice. Robin explained that they experimented with shortening the release notice, one step at a time, from six months, to three months, to a month, to a week. Every time GW did this, their sales increased (or so he said).
That seems to fly in the face of the steadily decreasing sales numbers reported for the last several years.
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![[Post New]](/s/i/i.gif) 2012/11/05 19:49:10
Subject: Re:Interview with Robin Cruddace (GD France)
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Badass "Sister Sin"
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Sigvatr wrote:andrewm9 wrote: The minis are fine to be sure, but the army is basically unaffordable brand new.
The minis look god-awful. Seriously.
Umm. We have a very different opinion of god-awful. I have a full sisters army and love the minis.
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![[Post New]](/s/i/i.gif) 2012/11/05 20:03:13
Subject: Re:Interview with Robin Cruddace (GD France)
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[DCM]
GW Public Relations Manager (Privateer Press Mole)
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So if they play test rules in house and have tournament winners test out, what is the issue?
--Playtest changes are noted and ignored
--In house playtest team over rules tournament players
--Suits override playtest teams
--Playtesting team isn't any good
Or a combination of all the above?
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Adepticon TT 2009---Best Heretical Force
Adepticon 2010---Best Appearance Warhammer Fantasy Warbands
Adepticon 2011---Best Team Display
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![[Post New]](/s/i/i.gif) 2012/11/05 20:04:21
Subject: Interview with Robin Cruddace (GD France)
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Loyal Necron Lychguard
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Your final one hits the nail on the head.
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![[Post New]](/s/i/i.gif) 2012/11/05 20:05:18
Subject: Interview with Robin Cruddace (GD France)
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Sinewy Scourge
Lawrence, KS
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Sigvatr wrote:An open beta would be the exact opposite of what GW wants. GW wants their customers to have as few information as possible before the models get released - if a unit turns out to be terrible, people would be less likely to buy it.
Looks awesome, know that it's bad => unlikely to buy
Looks awesome, don't know that it's bad => likely to buy
Looks terrible, know that it's good => likely to buy
Looks terrible, don't know that it's bad => unlikely to buy.
Thus you simply release new stuff, not letting people know whether it's good or bad, and zing, more profit.
And guys like me then are in the minority.
Looks awesome, don't know if it's good = Won't buy until I know for sure (or have a conversion in mind)
This is even more the case for PP with their super strict conversion policy. GW at least saw GK doing steady sales when they sucked just because the models were that much better than what we had (compare the GK metal termies to their contemporaries)
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Therion wrote:6th edition lands on June 23rd!
Good news. This is the best time in the hobby. Full of promise. GW lets us down each time and we know it but secretly we're hoping that this is the edition that GW gives us a balanced game that can also be played competitively at tournaments. I'm loving it.
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![[Post New]](/s/i/i.gif) 2012/11/05 20:07:26
Subject: Interview with Robin Cruddace (GD France)
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Tunneling Trygon
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insaniak wrote: Kroothawk wrote:- I wondered why GW now has such a short release notice. Robin explained that they experimented with shortening the release notice, one step at a time, from six months, to three months, to a month, to a week. Every time GW did this, their sales increased (or so he said).
That seems to fly in the face of the steadily decreasing sales numbers reported for the last several years.
You are looking at the whole number and not specific lineitems. Could be that new item sales are up significantly, but sales of existing lines are down by an even larger margin. Which seems reasonable and matches at least my anecdotal observations.
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snoogums: "Just because something is not relavant doesn't mean it goes away completely."
Iorek: "Snoogums, you're right. Your arguments are irrelevant, and they sure as heck aren't going away." |
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![[Post New]](/s/i/i.gif) 2012/11/05 20:26:56
Subject: Re:Interview with Robin Cruddace (GD France)
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Widowmaker
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This actually explains why they have some horrible rules.
They make the model first, then try to shoehorn it into a codex....seriously?
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2012- stopped caring
Nova Open 2011- Orks 8th Seed---(I see a trend)
Adepticon 2011- Mike H. Orks 8th Seed (This was the WTF list of the Final 16)
Adepticon 2011- Combat Patrol Best General |
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![[Post New]](/s/i/i.gif) 2012/11/05 20:33:47
Subject: Interview with Robin Cruddace (GD France)
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Decrepit Dakkanaut
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Well, that's the case with taste
Still, those normal women are ugly as hell with their weird hair n' stuff.
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![[Post New]](/s/i/i.gif) 2012/11/05 20:35:08
Subject: Re:Interview with Robin Cruddace (GD France)
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Dakka Veteran
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Bat Manuel wrote:This actually explains why they have some horrible rules.
They make the model first, then try to shoehorn it into a codex....seriously?
It reminds me of the story about Transformers dark side of the moon - where apparently, due to the writer's strike, they started CGI animation of fight scenes long long before they even had a rough script.
Can't wait for Tau Codex 2: Dark Sun Filters on the Moon
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![[Post New]](/s/i/i.gif) 2012/11/05 20:35:11
Subject: Interview with Robin Cruddace (GD France)
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Badass "Sister Sin"
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Sigvatr wrote:Well, that's the case with taste
Still, those normal women are ugly as hell with their weird hair n' stuff.
Aha. See, there's a difference between attractive and a good mini. Also, the hair is meant to be evocative of Joan of Arc, I believe.
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![[Post New]](/s/i/i.gif) 2012/11/05 20:39:08
Subject: Interview with Robin Cruddace (GD France)
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Fixture of Dakka
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Brilliant, i'd love to hear similar interviews with GW. I took a lot from that, thanks for posting it here, Kroothawk!
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![[Post New]](/s/i/i.gif) 2012/11/05 20:42:13
Subject: Interview with Robin Cruddace (GD France)
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Crushing Black Templar Crusader Pilot
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Cruddance probably laughed and said "Whos the idiot saying BT getting rolled is an actual rumor? Thats just a bunch of gullible morons thinking somebodys opinion is a rumor."
Oh the internet. I love you long time.
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BLACK TEMPLARS - 2000 0RkZ - 2000 NIDZ - WIP STEEL LEGION - WIP
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![[Post New]](/s/i/i.gif) 2012/11/05 20:53:32
Subject: Re:Interview with Robin Cruddace (GD France)
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Owns Whole Set of Skullz Techpriests
Versteckt in den Schatten deines Geistes.
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Bat Manuel wrote:They make the model first, then try to shoehorn it into a codex....seriously?
Like this wasn't already obvious...
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![[Post New]](/s/i/i.gif) 2012/11/05 22:47:36
Subject: Re:Interview with Robin Cruddace (GD France)
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Decrepit Dakkanaut
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Like they always say, they are a model company first.
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![[Post New]](/s/i/i.gif) 2012/11/05 22:59:19
Subject: Interview with Robin Cruddace (GD France)
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Decrepit Dakkanaut
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insaniak wrote:I wondered why GW now has such a short release notice. Robin explained that they experimented with shortening the release notice, one step at a time, from six months, to three months, to a month, to a week. Every time GW did this, their sales increased (or so he said).
That seems to fly in the face of the steadily decreasing sales numbers reported for the last several years.
That's my thought exactly. Revenue is basically flat or declining for 7 years or so, considering price hikes that means actually sales go down considerably. So the model of short release notice has proven unsuccessful.
On the other hand, sales skyrocketed when TV ads for introductory games (Space Crusade, Hero Quest) were done and the games sold in normal stores. Success was copied with LOTR and the DeAgostini TV ad campaign and magazine-plus-sprue sold in every newspaper store. But facts are overrated, I guess.
Plastic model development starts 2 years in advance, rules development starts one year in advance, wht did you expect? But rules and model developers talk with each other ... most of the time coughpyrovorecough
Still, my guess is that the tervigon was Cruddace's idea late in rules development and therefore not available for 2 years even while essential.
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This message was edited 2 times. Last update was at 2012/11/05 23:03:30
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![[Post New]](/s/i/i.gif) 2012/11/05 23:10:30
Subject: Interview with Robin Cruddace (GD France)
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Incorporating Wet-Blending
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Kroothawk wrote:- Speaking of rules, I asked him about folding the Black Templars into the vanilla Space Marines Codex, he semmed dubious it was doable, arguing that while Imperial Fists and Crimson Fists are very close and are both adhering to the Codex Astartes, Black Templars diverge a lot. He neither confirmed nor denied that the Templars would be folded into the future iteration of the Space Marines Codex ;
Good to know that I'm a better games designer than he is.
- We talked a bit about the Sisters of Battle. While he did not confirmed they’re being worked on, he said that considering the age of the models it would be a very long process (Jes Goodwyn’s design sketches for the Heldrake, that a model designer had brought with him were dated of summer 2011 IIRC).
This is completely unsurprising, given the barely token recognition that women get from GW.
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"When I became a man I put away childish things, including the fear of childishness and the desire to be very grown up."
-C.S. Lewis |
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![[Post New]](/s/i/i.gif) 2012/11/06 01:28:36
Subject: Interview with Robin Cruddace (GD France)
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Regular Dakkanaut
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Kroothawk wrote:http://natfka.blogspot.it/2012/11/french-games-day-interview-with-robin.html
French Games Day Interview with Robin Cruddace
Sunday, November 4, 2012
- I asked him how they playtested new rules. Robin explained they have an inhouse team dedicated to that and they call upon renowned tournament players to assist. When I asked him about an open beta for a new edition (like PP did for Warmachine Mk2), he did not seem to keen.
Commissar-Lord Brusilov
I like the part where Robin explains the only-one-Codex-release this year, because GW doesn't want to make too much money so the shareholders won't get too greedy. Explains the errors in some long-time rumours and the huge pile of unreleased ready products ... somehow ... I guess 
So the codex writer notorious for horrible internal and external balance doesn't want his shoddy work open to public scrutiny. Not very surprising.
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![[Post New]](/s/i/i.gif) 2012/11/06 02:03:12
Subject: Interview with Robin Cruddace (GD France)
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Incorporating Wet-Blending
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Wait so they don't want shareholders getting high expectations from *selling their product*? I am confused. Isn't that like a car company only releasing an SUV but not the sportscar because they might sell too many and shareholders might expect them to make another one *next* year?
Oh well, don't impress shareholders, don't let customers know what's coming because it might suck. Games Workshop- the company of low expectations. (And high prices ;-))
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-James
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![[Post New]](/s/i/i.gif) 2012/11/06 02:08:42
Subject: Interview with Robin Cruddace (GD France)
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Ultramarine Master with Gauntlets of Macragge
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jmurph wrote:Wait so they don't want shareholders getting high expectations from *selling their product*? I am confused. Isn't that like a car company only releasing an SUV but not the sportscar because they might sell too many and shareholders might expect them to make another one *next* year?
Oh well, don't impress shareholders, don't let customers know what's coming because it might suck. Games Workshop- the company of low expectations. (And high prices ;-))
Let's say they make 1 bajillion dollars this year. Their shareholders will expect them to exceed that in the next year by a certain margin. Let's say they release a few armies that are guaranteed big sellers one year. Now, the next year is going to look very thin in comparison, and their shareholders will be unhappy or jump ship. Instead, they spread those releases over two years so they have a lower, yet more sustainable income. It's business.
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Check out my Youtube channel!
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![[Post New]](/s/i/i.gif) 2012/11/06 02:13:55
Subject: Interview with Robin Cruddace (GD France)
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[MOD]
Making Stuff
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Alternatively, they could just make sure that next year's releases don't suck.
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![[Post New]](/s/i/i.gif) 2012/11/06 02:14:23
Subject: Interview with Robin Cruddace (GD France)
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Norn Queen
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jmurph wrote:Oh well, don't impress shareholders, don't let customers know what's coming because it might suck. Games Workshop- the company of low expectations. (And high prices ;-)) He didn't explain it well, Brother SRM does however. The key isn't to not impress the shareholders. it's to continually impress the shareholders but not cause unttainable goals for your next financial year. They're impressed by growing returns, not a huge spike and then a huge trough. So by spreading that huge spike over two years instead of one, you turn the spike and trough into a gradual increase, and instead of causing panicky investors to jump ship when they see the huge return then the small return, you keep them.
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This message was edited 3 times. Last update was at 2012/11/06 02:15:31
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