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Made in gb
[DCM]
Et In Arcadia Ego





Canterbury

http://gamasutra.com/view/news/256220/QA_Why_Games_Workshop_is_shaking_up_how_it_works_with_licensees.php




It would be difficult to overstate the cultural influence of Games Workshop's tabletop RPGs on the video game medium. The iconic Space Marines of Warhammer 40,000, as well as the Tolkien-inspired but deeply realized world of Warhammer itself, permeate games like Warcraft and Starcraft.

But Games Workshop's actual licensed video games haven't had the same impact. While there have been notable releases such as Dark Omen or Dawn of War, the output has been smaller than one might expect from such a treasure trove of settings, systems and histories.

However, in the last year, the output from Games Workshop licensed games has essentially doubled the amount of video games based on their properties, and it doesn't seem as though things are slowing down.

Games Workshop is famously press-shy, but head of licensing Jon Gilliard recently gave me an interview regarding how the company's take on licensing their properties has changed over the years, and what exactly they're looking for when it comes to developers pitching ideas at them.



Games Workshop's digital output has increased over the past year. What has changed in your attitude towards licensing?

Gilliard: To be honest we've always felt that there could be a lot more games based on our various IPs. After all, there's an awful lot of material from 30+ years of us making games, miniatures, novels etc.

There's over 900 novels and novellas and north of 30,000 different models alone! So I think it was always a desire, but the industry was geared such that the only real route to market was through a publisher up until a few years ago. So back in 2011, that and a couple of things changed.

Firstly we decided that we would focus on licensing the rights somebody needed to make the game or games they had an absolute plan to make rather than the big all-encompassing deals for a huge section of IP, like all of Warhammer 40,000 for example. This was just too much stuff to be held by one company when it wouldn't all be used. Secondly it became evident that between Apple/Steam/Google, it was now possible for developers to self-publish, and those kinds of guys had been approaching us for years with great ideas but the mechanisms weren't there for them to make it happen.

Once we set off down this track, we had to change a lot of our approaches to how deals were structured as well, but we knew that any license should be a win/win partnership, and that there should be recognition of the risk and reward for both parties. I won't detail exactly how our licenses work, but suffice to say we now do everything from profit-share style deals with no guarantees through to broader--but not total--rights deals with the more traditional licensing terms. In other words, we structure the partnership to suit the product and the partner.

We're prepared to consider any serious pitch that looks like a good game that's commercially viable, whether from a developer, a publisher, or both.

A good portion of this 'new wave' of Games Workshop games have been on mobile. How has the rise of mobile gaming affected the opportunities for Games Workshop to license their different games?

Gilliard: Enormously. The fact that developers can now self-publish means we can make all sorts of games with a wide variety of partners, using all sorts of our IP -- ones that we haven't done much with internally for a few years like Chainsaw Warrior and Talisman, or perhaps very specific adaptations of parts of Warhammer 40,000 like Deathwatch and Freeblade.

The ability for even small outfits to make great fun games quickly, and relatively cheaply, has freed up a lot of great game ideas that just wouldn't have been viable a few years ago. Obviously mobile games tend to be different experiences to PC or console, but what we focus on is making games that are good examples of the genre for the platform.



'Middle tier' games have also surged in viability on PC and console. How has this influenced how GW licenses their titles? Are you more actively pursuing developers to create games, or has the frequency of pitches increased?

Gilliard: Generally we are approached by someone with a concept they're passionate about. In fact at any one time, we are seriously discussing pitches with a very large number of companies, developers, and publishers. Some are multi-platform, some mobile, some PC or console. We're more interested in the concept than the platform, and how passionate and excited the developer is about it, although any pitch must have a robust business model as well.

The frequency has definitely increased, probably because it's clear that we are prepared to talk about any number of ideas, and generally that games based on our IP get good coverage - that oh-so-necessary discoverability.



What do you look for in a developer? We've seen games that attempt to very specifically translate the tabletop game into a digital form, and games that look more to setting themselves in the world of Warhammer or 40k. Do you have a preference as to which you're more eager to see pitched?

Gilliard: We try hard not to be too subjective, although as we're all gamers too that can be tough! The main things we look for are: is it a good idea? Is it a good use of whichever bit of the IP it’s using? Is it too similar to anything else were already doing? Does it have a sound commercial idea behind it, a good business model that shows a real financial benefit for us? What's the pedigree of the team, do they have a good track record with the sort of game they're proposing, either as company or individuals? That sort of stuff.

As for game type, no we don't particularly want one kind over another, although game genres and areas of IP that we don't have anything in right now will tend to be more appealing. What really matters to us the most is the simple question - do we think this will make a great game that we can be proud of and will be successful for us and our partner in the project.



Do you see the digital space as a way to effectively archive and preserve these games that aren't so readily available as a physical product any more? Are you more receptive to developers looking to create games based on older GW licenses that you aren't actively working on?

Gilliard: It isn't a specific strategy to 'archive and preserve' as you put it. It is simply a recognition of the fact that these are all great worlds and content regardless of whether GW is still actively making tabletop products for them right now. GW as a physical product business is limited in how much creative resource it can commit, and how much physical space in stores and warehouses it can give to the massive catalogue of IP we have and so has to focus more tightly.

When licensing we don't have those restrictions, so we can play with all the IP that we've created over the years, and we absolutely want to see massive space ship battles based on Battlefleet Gothic, or a gang warfare game based on Necromunda, maybe a crazy violent racing game based on Gorkamorka. We're often asked by potential partners 'what's available', and the simple answer is anything that we're not already doing, and some of those specialized areas of our worlds like the ones you mention, have so far only been lightly used.

There are many, many kinds of Necromunda games you could make for example, it's a deeply realized world in its own right, and yet only represents one hive city, on one imperial planet, in a galaxy full of millions of Imperial planets.




How do you handle artistic license when it comes to GW properties?

illiard: All of the companies who approach us to make games have someone who knows about the IP. In fact, I challenge you to find a developer out there who doesn't have at least one person with some Citadel miniatures on their desk! So in any successful pitch, there's normally someone driving the creative vision who gets our worlds really well. In fact it’s essential for us. In our experience, a passion for the IP is one of the key drivers for making a high quality game, and high quality games make more money, so it makes good business sense too.

Apart from that, it makes it far more productive for everyone if we don't need to educate on the IP too much. That being said, we're a small team, not a licensing behemoth, so we don't need, or want, a cast of thousands managing all the aspects of a license separately. So we assign a project manager to every game, and that person is the one stop shop for a partner. They do everything from actual approvals through to coordinating marketing with GW, and importantly, guidance on the IP use. So help is always at hand if a developer isn't sure exactly what a bolter should sound like, or what a Skaven city looks like.

As for artistic license, we work with developers very closely to understand what the game needs and then either direct them to appropriate parts of the IP, or help them construct something that is still in keeping with it but safe to use differently. For example we often sandbox areas so if you look at, say, the Blood Ravens for Dawn of War, they were created with Relic so they could do what they like with them, without ‘breaking’ a core chapter like the Ultramarines (killing them all off for example). But they are still Space Marines through and through, just a previously unnamed chapter.

Of course in that case they did such a good job the Blood Ravens became a part of canon 40k, and I certainly hope, and would be very proud if, more of our partners manage to achieve that.



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Interesting. The rise in cheap publishing through apps and console min-game platforms, plus the rise of tablets and phones, had an impact of course, but the games shown are pretty high level graphically -- a lot of 3D models -- and would not be easy to make by a small team.

It can be seen as a positive move by GW, but given they only have two current IPs, 40K and AoS, a lot of these spin-off games won't do anything to bring players on to the tabletop like Dawn Of War did.

However I think realistically they are strip mining their history for some easy licensing revenue, rather than trying to build a coherent overall multi-media publishing strategy.

I'm writing a load of fiction. My latest story starts here... This is the index of all the stories...

We're not very big on official rules. Rules lead to people looking for loopholes. What's here is about it. 
   
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If it's successful it could be pretty good for them - they can probably use the royalties to offset the drop in physical sales, for a while.

The big fish is Total War: Warhammer. It seems Total War: Rome 2 sold 1.13 million copies over its lifetime. I've no idea what royalty rate they'll get, but even assuming £10/copy (unlikely it's as high as that in reality) that's about a single years revenue.
   
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It's hard to judge. There are a lot of people who play video games, but Rome is a more accessible concept of mass warfare than Warhammer.

Sadly of course if Total War: Hammer is a massive success, none of it will translate back into tabletop sales, and GW don't sell computer games in their huge expensive retail chain. (Sometimes I wonder if GW actually have a strategy at all.)

I'm writing a load of fiction. My latest story starts here... This is the index of all the stories...

We're not very big on official rules. Rules lead to people looking for loopholes. What's here is about it. 
   
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Norn Iron

However I think realistically they are strip mining their history for some easy licensing revenue, rather than trying to build a coherent overall multi-media publishing strategy.


Aye. The message I got from this was 'we don't care what bit of our games you use as long as we get our money'.

How many vidja games can you make from Necromunda, anyway?

I'm sooo, sooo sorry.

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Totally pitching my SoB dating sim game.

Will you get a date with the Canoness?

Or settle for the Sister Repentia?

Or be burned for heresy?

Probably heresy.


 
   
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Australia

 reds8n wrote:
They do everything from actual approvals through to coordinating marketing with GW


 Fafnir wrote:
Oh, I certainly vote with my dollar, but the problem is that that is not enough. The problem with the 'vote with your dollar' response is that it doesn't take into account why we're not buying the product. I want to enjoy 40k enough to buy back in. It was my introduction to traditional games, and there was a time when I enjoyed it very much. I want to buy 40k, but Gamesworkshop is doing their very best to push me away, and simply not buying their product won't tell them that.
 
   
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 Kid_Kyoto wrote:
Totally pitching my SoB dating sim game.

Will you get a date with the Canoness?

Or settle for the Sister Repentia?

Or be burned for heresy?

Probably heresy.



DEFINITELY Heresy.

SoB are for Big E alone

"Let them that are happy talk of piety; we that would work our adversary must take no account of laws." http://back2basing.blogspot.pt/

 
   
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I twitched at the remark about how GW has to focus on a few products (i.e. the main games) due to limitations in store and warehouse space.

So, we don't get any more Battlefleet Gothic because you don't want to give up a couple of your store shelves for it, and you don't want to give warehouse space to storing it (when you're largely capable of producing models on-demand).

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 Vermis wrote:
However I think realistically they are strip mining their history for some easy licensing revenue, rather than trying to build a coherent overall multi-media publishing strategy.


Aye. The message I got from this was 'we don't care what bit of our games you use as long as we get our money'.

How many vidja games can you make from Necromunda, anyway?


A shooter, a stealth/assassin game, a detective mystery a beat-em-up, an action-adventure exploration game...

Pretty much any genre that you can slap a bunch of neo-gothic grimdark textures on to the models.

The possibilities are limitless. Which is Great News!!!


Automatically Appended Next Post:
 Tannhauser42 wrote:
I twitched at the remark about how GW has to focus on a few products (i.e. the main games) due to limitations in store and warehouse space.

So, we don't get any more Battlefleet Gothic because you don't want to give up a couple of your store shelves for it, and you don't want to give warehouse space to storing it (when you're largely capable of producing models on-demand).


I as a shareholder would not want them spending any of my hard earned money in the creation and stocking of stuff to sell to customers.


Automatically Appended Next Post:
However, as noted above, GW are excellent at market research and pre-order production. It is very rare that one of their new products goes out of stock instantly, preventing purchase by lots of potential buyers.

This message was edited 2 times. Last update was at 2015/10/23 12:53:31


I'm writing a load of fiction. My latest story starts here... This is the index of all the stories...

We're not very big on official rules. Rules lead to people looking for loopholes. What's here is about it. 
   
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 Vermis wrote:
How many vidja games can you make from Necromunda, anyway?

XCOM-style turn-based strategy game
Fallout-style immersive first person shooter/role-playing game
Expansions for excursions out into the Ash Wastes for both
Telltale Games-style RPG about one of the civvies living under the protection of the local gang.

"When I became a man I put away childish things, including the fear of childishness and the desire to be very grown up."
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 Kilkrazy wrote:
However I think realistically they are strip mining their history for some easy licensing revenue, rather than trying to build a coherent overall multi-media publishing strategy.


I think that's the big takeaway from this interview.

Kirasu: Have we fallen so far that we are excited that GW is giving us the opportunity to spend 58$ for JUST the rules? Surprised it's not "Dataslate: Assault Phase"

AlexHolker: "The power loader is a forklift. The public doesn't complain about a forklift not having frontal armour protecting the crew compartment because the only enemy it is designed to face is the OHSA violation."

AlexHolker: "Allow me to put it this way: Paramount is Skynet, reboots are termination attempts, and your childhood is John Connor."
 
   
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 Tannhauser42 wrote:
So, we don't get any more Battlefleet Gothic because you don't want to give up a couple of your store shelves for it, and you don't want to give warehouse space to storing it (when you're largely capable of producing models on-demand).


The stores are small now, and shelf space is a real consideration and limitation for any retailer.

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 gorgon wrote:
 Tannhauser42 wrote:
So, we don't get any more Battlefleet Gothic because you don't want to give up a couple of your store shelves for it, and you don't want to give warehouse space to storing it (when you're largely capable of producing models on-demand).


The stores are small now, and shelf space is a real consideration and limitation for any retailer.

In a retail store yes but for a long time they only stocked it in their warehouses and mail ordered stuff. Why can't we still have that?

 Fafnir wrote:
Oh, I certainly vote with my dollar, but the problem is that that is not enough. The problem with the 'vote with your dollar' response is that it doesn't take into account why we're not buying the product. I want to enjoy 40k enough to buy back in. It was my introduction to traditional games, and there was a time when I enjoyed it very much. I want to buy 40k, but Gamesworkshop is doing their very best to push me away, and simply not buying their product won't tell them that.
 
   
Made in us
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Southeastern PA, USA

 jonolikespie wrote:
 gorgon wrote:
 Tannhauser42 wrote:
So, we don't get any more Battlefleet Gothic because you don't want to give up a couple of your store shelves for it, and you don't want to give warehouse space to storing it (when you're largely capable of producing models on-demand).


The stores are small now, and shelf space is a real consideration and limitation for any retailer.

In a retail store yes but for a long time they only stocked it in their warehouses and mail ordered stuff. Why can't we still have that?


Warehousing costs money, and they're trying to keep their costs down.

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Brum

 Vermis wrote:

How many vidja games can you make from Necromunda, anyway?


One would be a start. The answer is lots though, from puzzle games to JRPGs.

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Made in jp
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Somewhere in south-central England.

Computer games and RPG books don't take up a lot of space. The cost of holding stock is the problem, I expect. That's why a lot of new items sell out during pro-order, like the new Tau mobile fortress. GW make say 10,000 units, put up a pre-order advert and get 15,000 orders, and it's out of stock before it even goes on sale. Then they print a second run of the kit. It saves money in stocking a larger amount of kits to begin with.

I'm writing a load of fiction. My latest story starts here... This is the index of all the stories...

We're not very big on official rules. Rules lead to people looking for loopholes. What's here is about it. 
   
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Australia

It also leads to lost sales when someone walks into their local store on release day, money in hand, but decides they will just get it some other time and quickly forget all about it since it wasn't in stock.

 Fafnir wrote:
Oh, I certainly vote with my dollar, but the problem is that that is not enough. The problem with the 'vote with your dollar' response is that it doesn't take into account why we're not buying the product. I want to enjoy 40k enough to buy back in. It was my introduction to traditional games, and there was a time when I enjoyed it very much. I want to buy 40k, but Gamesworkshop is doing their very best to push me away, and simply not buying their product won't tell them that.
 
   
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 Lithlandis Stormcrow wrote:
 Kid_Kyoto wrote:
Totally pitching my SoB dating sim game.

Will you get a date with the Canoness?

Or settle for the Sister Repentia?

Or be burned for heresy?

Probably heresy.



DEFINITELY Heresy.

SoB are for Big E alone


Damn straight!



Games Workshop Delenda Est.

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If you break apart my or anyone else's posts line by line I will not read them. 
   
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Australia

 Kid_Kyoto wrote:
Totally pitching my SoB dating sim game.

Will you get a date with the Canoness?

Or settle for the Sister Repentia?

Or be burned for heresy?

Probably heresy.

As long as you remember that they won't fall for the old "fake a miracle to get into her pants" scheme a second time (Thanks, Vandire!), you should be fine.

"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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 jonolikespie wrote:
It also leads to lost sales when someone walks into their local store on release day, money in hand, but decides they will just get it some other time and quickly forget all about it since it wasn't in stock.


That's what happens with normal GW model releases these days.

@Kid Kyoto, if they turn down your SoB dating sim idea, pitch an SM dating sim.

I'm writing a load of fiction. My latest story starts here... This is the index of all the stories...

We're not very big on official rules. Rules lead to people looking for loopholes. What's here is about it. 
   
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Otiose in a Niche






Hyderabad, India

 AlexHolker wrote:
 Kid_Kyoto wrote:
Totally pitching my SoB dating sim game.

Will you get a date with the Canoness?

Or settle for the Sister Repentia?

Or be burned for heresy?

Probably heresy.

As long as you remember that they won't fall for the old "fake a miracle to get into her pants" scheme a second time (Thanks, Vandire!), you should be fine.


The trick is to start each sentence with "the Emperor sent me to..." and you'll go far.

 
   
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Brum

 Kid_Kyoto wrote:

The trick is to start each sentence with "the Emperor sent me to..." and you'll go far.


All the way in fact.

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While GWS seem to have a 2+ save vs doing some market research, I can't help but think that whoring out their IP to any developer whose check clears is going to cheapen their brand and make people associate Games Workshop's IP with cell phone shovelware. Yes, there are a few good titles in there, but.... not so many.

They're essentially going the same thing that Nintendo did with the Wii in 2007 or so. It's short term profitable, but long term... LOL we're talking about GWS!


This message was edited 1 time. Last update was at 2015/10/24 09:55:53


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I'm sorry I asked...

Okay, how many vidja games can you make out of Necromunda that have a chance of being any good, or innovative, or good sellers?

I'm sooo, sooo sorry.

Plog - Random sculpts and OW Helves 9/3/23 
   
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This message was edited 1 time. Last update was at 2017/01/13 18:00:58


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 Vermis wrote:

Okay, how many vidja games can you make out of Necromunda that have a chance of being any good, or innovative, or good sellers?


The answer is still lots, although very few games meet all 3 of your criteria. Fallout2/wasteland2 style isometric RPGs, AAA FPS games, stealth games, interactive story/exploration games.....

There has been talk on the Mordheim Steam forums about Rogue Factor doing a Necromunda game once Mordheim is finished. They are receptive to the idea and it shoudn't take all that much work so......


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 Kid_Kyoto wrote:
 AlexHolker wrote:
 Kid_Kyoto wrote:
Totally pitching my SoB dating sim game.

Will you get a date with the Canoness?

Or settle for the Sister Repentia?

Or be burned for heresy?

Probably heresy.

As long as you remember that they won't fall for the old "fake a miracle to get into her pants" scheme a second time (Thanks, Vandire!), you should be fine.


The trick is to start each sentence with "the Emperor sent me to..." and you'll go far.
How about 'I am the Black and White Space Marine on the Black and White Bike'?

The Auld Grump

Kilkrazy wrote:When I was a young boy all my wargames were narratively based because I played with my toy soldiers and vehicles without the use of any rules.

The reason I bought rules and became a real wargamer was because I wanted a properly thought out structure to govern the action instead of just making things up as I went along.
 
   
 
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