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Hi everyone,

One of my friends has decided to write their primary thesis for their university work on routes to market used by different businesses in the UK market for the various materials and products involved in the wargaming community.

The part they are struggling the most with is finding a quantifiable way to determine if people truly support independents over manufacturers, or just want a better deal. They have asked a few of us the following questions, but would ideally like some more responses to increase the sample size. Anybody that could take 2 minutes to answer, it would be appreciated.

Is the market already oversaturated? Would a new stockist be able to compete or be pushed out by the current independent leaders.

The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

In your opinion, would a bricks and mortar store chain in the UK be able to compete successfully on a large scale with the likes of GW stores in town centres?


Thankyou again for anyone that is willing to help by answering these 3 questions.

 Jinxy wrote:


The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

Pay where you play. A 30% discount does nothing for me if I have nowhere to play.

I usually only go to an internet stockist when it is a product FLGS don't carry or when that stockist is sponsoring a major Tourney I am attending which is basically enabling me to 'play' so I am then able to pay them for it.

I can't speak from a UK standpoint, but I can offer my general view of it.

If I had a flgs I would buy everything from them. First of all there is the instant gratification of not waiting for a package delivery that comes with online orders. Second there is the social aspect and the ability to make friends with people who also play the game. Not to mention the discount over retail.

I never buy directly from GW

Currently I ebay or use craigslist to get models because I have no local gaming store to support. I think a gaming store can do well as long as they are not competing with other independent retailers of the same products. If they are competing with a nearby GW then they need to have tables and more enthusiasm. If they can do that then they will drive that local GW under

I'm not from the UK but my two cents:

 Jinxy wrote:

Is the market already oversaturated? Would a new stockist be able to compete or be pushed out by the current independent leaders.

Once upon a time GW seemed to have a monopoly on game stores over there from what I have heard. I don't know what the situation is like now but with GW moving to one man stores with no gaming space (even if you were allowed to game) I'd think now would be the perfect time to open a competing store.

 Jinxy wrote:
The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

Pay where you play. Simple as that. A 10% discount is nice, 20% even nicer but it's a hobby that requires a community, if your local store supports that you support them. If I didn't have a local store or wanted something they can't get in then I go to the internet and just look for the best discount after shipping.

 Jinxy wrote:
In your opinion, would a bricks and mortar store chain in the UK be able to compete successfully on a large scale with the likes of GW stores in town centres?

Don't know about over there but down under the answer is easily. GW stores suck these days. Once upon a time they could move in above or just up the street from a FLGS and shut them down, these days the GW stores stand empty while the FLGS across the road is packed. As long as you have gaming space, aren't a to your customers and don't try and feed them GWs company lines about the crap they pull people will prefer a FLGS to a GW store almost every time. The only thing that can hurt you there is a lack of range, GW will inevitably carry more stuff and if a FLGS doesn't have it in but GW does some people will go get it from GW. Thats where the 25-20% discount comes in very handy.

Is the market already oversaturated? Would a new stockist be able to compete or be pushed out by the current independent leaders.

It's unlikely the market is oversaturated as, given the prevailing economic conditions, any businesses that are in any way on poor foundation will have closed by now, or be in imminent danger of doing so. A new stockists ability to compete will be entirely dependent on two factors 1) does it offer anything new or different and 2) does it have the financial resources to acquire and maintain an enormous inventory of different stock.

The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

I only have a GW locally, I don't play there, so I buy online almost all the time. Therefore financial factors are almost exclusively responsible for my buying decision. Repeat business will then depend on speed of delivery, availability and efficiency if any problems occur and need resolving. For instance, Dark Sphere have always been quick, efficient and cheap. Total Wargamer can be as cheap or cheaper, but are substantially slower and so I return to DS.

As for B+M stores, I will support indys if I can, for instance I was recently pleased to discover a store in a town I visit once a month, which is too far to be local, but if I'm there anyway.. that carries a number of things on the shelf I simply can't get nearby. I will buy there whenever possible as it is a useful resource that I want to keep available to me.

In your opinion, would a bricks and mortar store chain in the UK be able to compete successfully on a large scale with the likes of GW stores in town centres?

Tricky. In theory yes, but the fact that it hasn't happened suggests there is some limiting factor to growth I'm unaware of that favours a sole trader/small chain setup over a national chain. In truth it might simply be that GW is still such a substantial part of the hobby that growing a large business without it just isn't possible, and it works in GWs favour to try and control anyone who carries their product and prevent them getting too big. (At least, that's what I think GW think, personally I think they'd be better off divesting themselves of retail altogether and trying to grow the independent sector again)

nkelsch wrote:

 Jinxy wrote:


The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

Pay where you play. A 30% discount does nothing for me if I have nowhere to play.

I usually only go to an internet stockist when it is a product FLGS don't carry or when that stockist is sponsoring a major Tourney I am attending which is basically enabling me to 'play' so I am then able to pay them for it.

In the UK, unless you're lucky, it's likely that any indie gaming stores went out of business long ago thanks to GW, or have actual tabletop gaming as a minor side-business to CCGs and RPGs with little room to play, so "where you play" is typically a club that rents a meeting space or at home, or at GW. Less so the latter in recent years.

I suspect it's that context which the OP is operating within given their location.

nkelsch wrote:

 Jinxy wrote:


The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

Pay where you play. A 30% discount does nothing for me if I have nowhere to play.

I usually only go to an internet stockist when it is a product FLGS don't carry or when that stockist is sponsoring a major Tourney I am attending which is basically enabling me to 'play' so I am then able to pay them for it.

This. I may look at an internet supplier, but I always go to my local proprieter first to see if they can get it. If he cannot (or will not) then I may purchase from a company on the internet.

Well living in Japan stockist are almost no existent, i have to travel about an hour to get to my stockist by train, yes he has an online shop, but i want to check what i buy.
Discounts? what is that? i am just happy to be able to get the things i want

 Yodhrin wrote:

nkelsch wrote:

 Jinxy wrote:


The majority of stockists offer discounts, ranging from 10% off rrp with free postage, to 30% off rrp, with every possibility in between - So what makes you pick a certain stockist? Is it primarily financial?

Pay where you play. A 30% discount does nothing for me if I have nowhere to play.

I usually only go to an internet stockist when it is a product FLGS don't carry or when that stockist is sponsoring a major Tourney I am attending which is basically enabling me to 'play' so I am then able to pay them for it.

In the UK, unless you're lucky, it's likely that any indie gaming stores went out of business long ago thanks to GW, or have actual tabletop gaming as a minor side-business to CCGs and RPGs with little room to play, so "where you play" is typically a club that rents a meeting space or at home, or at GW. Less so the latter in recent years.

I suspect it's that context which the OP is operating within given their location.

I live within 5 miles of 2 GW's, but yes, neither allow play, and there are no independent stockists nearby.

You say thanks to GW, but what would you expect to happen if an Indie were to open a store in the same highstreet as GW, but selling a larger variety (PP, SG, etc). Do GW just have a habit of stopping their supply?

I don't think GW will sell to you if you open up with X km of one of their stores. Of course when they open up with X of a FLGS it wouldn't be unheard of for that FLGS to suddenly have supply 'issues'.

Keep in mind that the UK and US are vastly different in terms of gaming communities. in the UK space is very expensive. Stores, houses, streets, heck even cars are smaller. So I can see the pervasive mind set is to "share" space (as in renting out a pubs back room to a gaming group).

Here in the US except for a dozen or so cities retail space is relatively inexpensive you can afford the extra room to offer customers the chance to "pay where you play"

On a side note and not sure why this isn't done by gaming groups in the UK (heck maybe it is and they just don't mention it here on dakka). but I know in a few industries people are pooling resources creating buying communes to get wholesale pricing. I would think that game clubs would have enough membership to be able to pull it off.

 darefsky wrote:
Keep in mind that the UK and US are vastly different in terms of gaming communities. in the UK space is very expensive. Stores, houses, streets, heck even cars are smaller. So I can see the pervasive mind set is to "share" space (as in renting out a pubs back room to a gaming group).

UK clubs certainly do use various venues, and lots play at home. Not many shops have gaming space, and the dedicated gaming venue is rare (Eye of the Storm is the only one to come to mind. Oh well)

but I know in a few industries people are pooling resources creating buying communes to get wholesale pricing. I would think that game clubs would have enough membership to be able to pull it off.

There's usually a quick check around the club if anyone's buying from Forgeworld, but that's about it.
We have pitched in for a club--sized KS , but only the once.
Not enough people usually want to get in on an order at the same time.

As for the original question, I usuallly look around 'local' stores when I want something.
If there's a discount, I'll try to get it. It's unusual to get one, though.
But, if it's just been released, or if time's not a factor, I'll go online and get it from a small supplier.
If they can compete with the big sites like Wayland, I'll give them a leg up. More than once, if the experience is good.