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2016/07/29 12:37:34
Subject: Games Workshop embarks on new digital strategy
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[DCM]
Et In Arcadia Ego
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not a ton of detail but FYI :
http://www.essentialretail.com/news/article/579b354617552-games-workshop-embarks-on-new-digital-strategy
Games Workshop has begun a digital transformation plan to connect its various in-store and digital channels and improve customer experience.
The global games retailer, which has a loyal community of customers who frequently visit the store, is hoping to improve customer experience online.
Partnering with PRWD, the retailer has already conducted one-to-one user research to connect businesses to their customers in the digital age. These insights have been used to create UX designs for the Games Workshop website, as well as creating the digital strategy, which includes plans for online personalisation.
"Twenty minutes into the first of two days’ worth of workshops I knew we’d made the right decision. Not just that the user testing itself was worthwhile, but that [PRWD] were very well equipped to get the most out of the sessions," said Jim Butler, global web sales manager at Games Workshop.
"They helped us create the scenarios and did a great job in summarising the key opportunities, but what impressed me the most was how well they facilitated the workshops. In just a few short meetings it felt like they had gained a deep insight into our customers, our products and our business, which meant they were able to ask precisely the right questions to extract the maximum value from the project."
Paul Rouke, founder and CEO at PRWD, which also works with Wilko, Moss Bros, Bensons for Beds and Schuh, added: "To have Games Workshop join our growing list of major multi-channel retailers we work with is such a great achievement for us. In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation.
"I fully expect the insights we will be providing will deliver Games Workshop with long term, strategic insights which will help drive their digital transformation over the next few years."
that sounds perilously close to consumer research and the like.
Times they are a changin' indeed.
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The poor man really has a stake in the country. The rich man hasn't; he can go away to New Guinea in a yacht. The poor have sometimes objected to being governed badly; the rich have always objected to being governed at all
We love our superheroes because they refuse to give up on us. We can analyze them out of existence, kill them, ban them, mock them, and still they return, patiently reminding us of who we are and what we wish we could be.
"the play's the thing wherein I'll catch the conscience of the king,
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2016/07/29 12:40:49
Subject: Games Workshop embarks on new digital strategy
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Dakka Veteran
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 reds8n wrote: In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation.
Ahhahahahahaha 
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2016/07/29 12:47:10
Subject: Games Workshop embarks on new digital strategy
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Bounding Ultramarine Assault Trooper
Montreal, Quebec
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 prowla wrote: reds8n wrote: In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation.
Ahhahahahahaha
Hehehe, old habits die hard!
I would have laughed really loudly at this same time last year... but, somehow, their new interest on player feedback, since January approximately, make this statement looks like it might be the new reality at GW.
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* I have to say that NewGW impresses me a lot... |
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2016/07/29 12:55:45
Subject: Games Workshop embarks on new digital strategy
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Rampaging Reaver Titan Princeps
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reds8n wrote: In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation.
After some chickens came home to do some serious roosting (looking at the latest Financial Report), looks like Mr Rountree is actually serious at looking into what the feth is going on with their declining sales as well as what their customers actually want. The results of which will probably surprise them quite comprehensively.
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2016/07/29 12:56:21
Subject: Re:Games Workshop embarks on new digital strategy
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Courageous Grand Master
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that sounds perilously close to consumer research and the like.
Times they are a changin' indeed.
GW and customer service, and customer feedback?
It just feels wrong! 
I am convinced that Kirby has been imprisoned and will one day break his chains, tear off his shirt and go on a rampage at GW HQ
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"Our crops will wither, our children will die piteous
deaths and the sun will be swept from the sky. But is it true?" - Tom Kirby, CEO, Games Workshop Ltd |
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2016/07/29 12:58:48
Subject: Re:Games Workshop embarks on new digital strategy
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Rampaging Reaver Titan Princeps
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 Do_I_Not_Like_That wrote:GW and customer service, and customer feedback?
It just feels wrong!
I am convinced that Kirby has been imprisoned and will one day break his chains, tear off his shirt and go on a rampage at GW HQ
To be fair, their customer service has actually been quite good. They've been more than happy to replace defective products, usually by issuing complete new kits!
Spot on with the customer feedback bit though. One hopes that Kirby has been permanently taken away from any decision making (along with that other pillock, Merritt)...
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2016/07/29 13:00:34
Subject: Games Workshop embarks on new digital strategy
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Haughty Harad Serpent Rider
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Are sales declining? I read somewhere the other day that sales increased like 5 of the last 6 months. Is that incorrect?
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"...and special thanks to Judgedoug!" - Alessio Cavatore "Now you've gone too far Doug! ... Too far...  " - Rick Priestley "I've decided that I'd rather not have you as a member of TMP." - Editor, The Miniatures Page "I'd rather put my testicles through a mangle than spend any time gaming with you." - Richard, TooFatLardies "We need a Doug Craig in every store." - Warlord Games "Thank you for being here, Judge Doug!" - Adam Troke |
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2016/07/29 13:02:46
Subject: Games Workshop embarks on new digital strategy
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Shadowy Grot Kommittee Memba
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Today I learned that GW has an employee whose job title implies the internet exists.
Didn't see that one coming.
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"Got you, Yugi! Your Rubric Marines can't fall back because I have declared the tertiary kaptaris ka'tah stance two, after the secondary dacatarai ka'tah last turn!"
"So you think, Kaiba! I declared my Thousand Sons the cult of Duplicity, which means all my psykers have access to the Sorcerous Facade power! Furthermore I will spend 8 Cabal Points to invoke Cabbalistic Focus, causing the rubrics to appear behind your custodes! The Vengeance for the Wronged and Sorcerous Fullisade stratagems along with the Malefic Maelstrom infernal pact evoked earlier in the command phase allows me to double their firepower, letting me wound on 2s and 3s!"
"you think it is you who has gotten me, yugi, but it is I who have gotten you! I declare the ever-vigilant stratagem to attack your rubrics with my custodes' ranged weapons, which with the new codex are now DAMAGE 2!!"
"...which leads you straight into my trap, Kaiba, you see I now declare the stratagem Implacable Automata, reducing all damage from your attacks by 1 and triggering my All is Dust special rule!" |
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2016/07/29 13:09:55
Subject: Games Workshop embarks on new digital strategy
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Rampaging Reaver Titan Princeps
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 judgedoug wrote:Are sales declining? I read somewhere the other day that sales increased like 5 of the last 6 months. Is that incorrect?
All here. Sales down, royalties up. And it was the royalties that kept them afloat. AoS showing some sort of growth, but it was inferred that 40k sales declined as a result.
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2016/07/29 13:25:49
Subject: Games Workshop embarks on new digital strategy
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Decrepit Dakkanaut
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Hopefully this means that they'll take their fancy new website which is good for selling (and would be fine for Bobs Giant Game Store)
and reintegrate all the Background (or fluff if you must), hobby content etc that they used to have on their old clunky website (which for a game company that wants people to get 'into' their game worlds is essential)
They also need to make stuff (like FAQS, AoS rules etc) much easier to find as you can often only get at the via a very specific path whereas there should be multiple points of entry (eg the general ork FAQ should be linked to all the ork model pages, and they should flag up units which have specific entries in the FAQ on those models pages)
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2016/07/29 13:27:23
Subject: Games Workshop embarks on new digital strategy
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Stone Bonkers Fabricator General
We'll find out soon enough eh.
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Is that a squadron of porcine aviators I see flying past my window? 
Seriously though, for all the management-speak bollocks in that press release GW acknowledging the internet exists and even doing some form of market research is...well, the Age of Kirby has truly ended it seems.
Of course, we'll have to see what comes of this, I see the word "workshop" in the context of corporate management and cringe so hard I nearly slip a disc; most such things are naff, vomit-inducing puffery or meaningless buzzword factories. Hopefully in this case they're actually useful for something and GW give us a proper web site back rather than a nakedly-commercial web store that only acknowledges the hobby insofar as it presents an opportunity for them to upsell you, but honestly at this stage I'd settle for an update to the existing site's barely-navigable user-hating sidebar.
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I need to acquire plastic Skavenslaves, can you help?
I have a blog now, evidently. Featuring the Alternative Mordheim Model Megalist.
"Your society's broken, so who should we blame? Should we blame the rich, powerful people who caused it? No, lets blame the people with no power and no money and those immigrants who don't even have the vote. Yea, it must be their fething fault." - Iain M Banks
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"The language of modern British politics is meant to sound benign. But words do not mean what they seem to mean. 'Reform' actually means 'cut' or 'end'. 'Flexibility' really means 'exploit'. 'Prudence' really means 'don't invest'. And 'efficient'? That means whatever you want it to mean, usually 'cut'. All really mean 'keep wages low for the masses, taxes low for the rich, profits high for the corporations, and accept the decline in public services and amenities this will cause'." - Robin McAlpine from Common Weal |
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2016/07/29 13:30:27
Subject: Re:Games Workshop embarks on new digital strategy
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Courageous Grand Master
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 zedmeister wrote: Do_I_Not_Like_That wrote:GW and customer service, and customer feedback?
It just feels wrong!
I am convinced that Kirby has been imprisoned and will one day break his chains, tear off his shirt and go on a rampage at GW HQ
To be fair, their customer service has actually been quite good. They've been more than happy to replace defective products, usually by issuing complete new kits!
Spot on with the customer feedback bit though. One hopes that Kirby has been permanently taken away from any decision making (along with that other pillock, Merritt)...
Out of principal, I don't GW products anymore, but back when I did, I used to send them in all sorts of customer feedback - questions about why do the GW paint pots not be like the Vallejo paint pots, or why don't you do what 99.9% of other companies do and give us advance warning on future products etc etc
They never listened
If they can resolve those two issues above, GW might start going places. Automatically Appended Next Post:  Yodhrin wrote:Is that a squadron of porcine aviators I see flying past my window?
Seriously though, for all the management-speak bollocks in that press release GW acknowledging the internet exists and even doing some form of market research is...well, the Age of Kirby has truly ended it seems.
Of course, we'll have to see what comes of this, I see the word "workshop" in the context of corporate management and cringe so hard I nearly slip a disc; most such things are naff, vomit-inducing puffery or meaningless buzzword factories. Hopefully in this case they're actually useful for something and GW give us a proper web site back rather than a nakedly-commercial web store that only acknowledges the hobby insofar as it presents an opportunity for them to upsell you, but honestly at this stage I'd settle for an update to the existing site's barely-navigable user-hating sidebar.
I think this is an admission that not only does the internet exist, but also that there are serious rivals to GW who not only do same or better products, but actually listen to their customers, and if GW don't do something, they will start to fade away.
We're in a golden age of miniature wargaming, and I think GW are starting to realise they might be left behind.
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This message was edited 1 time. Last update was at 2016/07/29 13:33:17
"Our crops will wither, our children will die piteous
deaths and the sun will be swept from the sky. But is it true?" - Tom Kirby, CEO, Games Workshop Ltd |
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2016/07/29 13:43:12
Subject: Games Workshop embarks on new digital strategy
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Foxy Wildborne
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Okay, so GW hired a consultant firm to make their website more accessible. It's just going to go down the exact same route every other major website is going: Decrease functionality for the sake of phone browsers.
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The old meta is dead and the new meta struggles to be born. Now is the time of munchkins. |
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2016/07/29 13:49:42
Subject: Games Workshop embarks on new digital strategy
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Auspicious Aspiring Champion of Chaos
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judgedoug wrote:Are sales declining? I read somewhere the other day that sales increased like 5 of the last 6 months. Is that incorrect?
The overall fiscal year was down slightly (nowhere near as bad as some seem to be implying) with major gains from royalties. I do remember seeing that the first 6 months of the fiscal year saw the biggest decline while the last six showed improvement. It wouldn't surprise me given the major changes in tone and policy form GW starting around January. It's going to take another year or two before we can really say whether or not things are turning around.
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 2000 Khorne Bloodbound (Skullfiend Tribe- Aqshy)
 1000 Tzeentch Arcanites (Pyrofane Cult - Hysh) in progress
 2000 Slaves to Darkness (Ravagers)
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2016/07/29 13:54:06
Subject: Re:Games Workshop embarks on new digital strategy
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Warning From Magnus? Not Listening!
UK
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Do_I_Not_Like_That wrote:
Out of principal, I don't GW products anymore, but back when I did, I used to send them in all sorts of customer feedback - questions about why do the GW paint pots not be like the Vallejo paint pots, or why don't you do what 99.9% of other companies do and give us advance warning on future products etc etc
They never listened
If they can resolve those two issues above, GW might start going places.
That doesn't have anything to do with customer service
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Dead account, no takesy-backsies |
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2016/07/29 14:28:44
Subject: Re:Games Workshop embarks on new digital strategy
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Courageous Grand Master
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 Bull0 wrote: Do_I_Not_Like_That wrote:
Out of principal, I don't GW products anymore, but back when I did, I used to send them in all sorts of customer feedback - questions about why do the GW paint pots not be like the Vallejo paint pots, or why don't you do what 99.9% of other companies do and give us advance warning on future products etc etc
They never listened
If they can resolve those two issues above, GW might start going places.
That doesn't have anything to do with customer service
I would argue that customer service and customer feedback go hand in hand. For example, if thousands of GW customers said they preferred a Vallejo style paint pot, it would be a sensible move to carefully consider it. That's what other companies do. Automatically Appended Next Post:  lord_blackfang wrote:Okay, so GW hired a consultant firm to make their website more accessible. It's just going to go down the exact same route every other major website is going: Decrease functionality for the sake of phone browsers.
Current trends point in that direction. GW are only adapting to that.
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This message was edited 1 time. Last update was at 2016/07/29 14:30:58
"Our crops will wither, our children will die piteous
deaths and the sun will be swept from the sky. But is it true?" - Tom Kirby, CEO, Games Workshop Ltd |
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2016/07/29 14:44:08
Subject: Re:Games Workshop embarks on new digital strategy
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Foxy Wildborne
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Current trends also suggest near full-screen pop-ups that scroll with the content, begging to sign up for something. Doesn't mean they're right.
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The old meta is dead and the new meta struggles to be born. Now is the time of munchkins. |
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2016/07/29 14:45:50
Subject: Games Workshop embarks on new digital strategy
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Did Fulgrim Just Behead Ferrus?
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If GW wants to improve my digital experience:
Bring back the mobi format for their ebooks.
Realize that iOS isn't the biggest market share.
Lower the prices on their ebooks to a rational level. $50 for C:SM in eBook form is pants on head crazy.
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"Through the darkness of future past, the magician longs to see.
One chants out between two worlds: Fire, walk with me." - Twin Peaks
"You listen to me. While I will admit to a certain cynicism, the fact is that I am a naysayer and hatchetman in the fight against violence. I pride myself in taking a punch and I'll gladly take another because I choose to live my life in the company of Gandhi and King. My concerns are global. I reject absolutely revenge, aggression, and retaliation. The foundation of such a method... is love. I love you Sheriff Truman." - Twin Peaks |
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2016/07/29 16:05:57
Subject: Re:Games Workshop embarks on new digital strategy
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Warning From Magnus? Not Listening!
UK
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Do_I_Not_Like_That wrote:
I would argue that customer service and customer feedback go hand in hand. For example, if thousands of GW customers said they preferred a Vallejo style paint pot, it would be a sensible move to carefully consider it. That's what other companies do.
You aren't thousands of customers, you're one guy, and just because they haven't got someone on hand to field your "suggestions" doesn't mean they go completely ignored. It's a terrible example, and given that you were asserting that GW's customer service is bad, I'd have to disagree. Automatically Appended Next Post:  Tannhauser42 wrote:If GW wants to improve my digital experience:
Bring back the mobi format for their ebooks.
Realize that iOS isn't the biggest market share.
Lower the prices on their ebooks to a rational level. $50 for C: SM in eBook form is pants on head crazy.
What confuses me at the moment is that for Age of Sigmar, you can buy a print book, you can buy the app content, but you can't buy both for one price. If I buy a battletome I should totally get a one-use download code for the content in the app.
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This message was edited 1 time. Last update was at 2016/07/29 16:07:13
Dead account, no takesy-backsies |
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2016/07/29 16:13:51
Subject: Games Workshop embarks on new digital strategy
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Decrepit Dakkanaut
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I hope this means they bring back the old format for their website. Oh how I miss it so...
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CaptainStabby wrote:If Tyberos falls and needs to catch himself it's because the ground needed killing.
 jy2 wrote:BTW, I can't wait to run Double-D-thirsters! Man, just thinking about it gets me Khorney.
 vipoid wrote:Indeed - what sort of bastard would want to use their codex?
 MarsNZ wrote:ITT: SoB players upset that they're receiving the same condescending treatment that they've doled out in every CSM thread ever.
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2016/07/29 16:35:13
Subject: Games Workshop embarks on new digital strategy
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Legendary Master of the Chapter
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Slayer-Fan123 wrote:I hope this means they bring back the old format for their website. Oh how I miss it so...
I dont think that is changing
its honestly not that bad.
not great and has problems but not unusable
im just glad to see them changing
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 Unit1126PLL wrote: Scott-S6 wrote:And yet another thread is hijacked for Unit to ask for the same advice, receive the same answers and make the same excuses.
Oh my god I'm becoming martel.
Send help!
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2016/07/29 16:42:47
Subject: Games Workshop embarks on new digital strategy
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Most Glorious Grey Seer
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Sales will remain down as long as price remains a barrier to entry.
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2016/07/29 16:45:47
Subject: Games Workshop embarks on new digital strategy
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Executing Exarch
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paqman wrote: prowla wrote: reds8n wrote: In my experience, Games Workshop are one of the few (of a slowly growing number of) brands who truly recognise the importance of gaining a deep understanding of their users’ behaviour, in order to establish the foundations for continuous growth through intelligent conversion optimisation.
Ahhahahahahaha
Hehehe, old habits die hard!
I would have laughed really loudly at this same time last year... but, somehow, their new interest on player feedback, since January approximately, make this statement looks like it might be the new reality at GW.
That quote is corporate-speak for "this company is smart enough to hire us, and you should too or you'll fall behind!", it doesn't have much to dis with GW.
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2016/07/29 16:52:53
Subject: Games Workshop embarks on new digital strategy
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Dakka Veteran
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 paqman wrote:
I would have laughed really loudly at this same time last year... but, somehow, their new interest on player feedback, since January approximately, make this statement looks like it might be the new reality at GW.
Well yes, to be honest I agree that there has indeed been some positive signs lately. So I'm mostly giggling as the statement sounds very generic feelgood propaganda BS that these PR companies put out in the press releases, without even thinking it through, and this time they really have missed their mark, judging from the past GW performance. But hey, there might be a good buzz going through GW management right now. Let's see what they can come up with.
However, this PRWD company seems to be purely about webshop optimization, so no idea how this would carry to marketing research in general.
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This message was edited 2 times. Last update was at 2016/07/29 16:53:45
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2016/08/15 12:37:32
Subject: Re:Games Workshop embarks on new digital strategy
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[DCM]
Et In Arcadia Ego
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not quite worthy of its own thread ... yet anyway
https://www.artcode.com/artcode-interactive-and-games-workshop-announce-partnership-to-develop-new-warhammer-40000-smartphone-and-tablet-game/#more-711
Artcode Interactive and Games Workshop have announced they have entered into a multi-year partnership agreement that will initially see Vancouver-based studio Artcode develop an unannounced action game across multiple platforms, initially launching on smartphones and tablets.
“We’re thrilled for mobile users to experience the Warhammer universe in a new and exciting way. We have several team members that have worked with Relic and Games Workshop on past Warhammer titles, and we’ve yet to see anything like this.” said Richard Sirohi, co-founder and CEO of Artcode Interactive.
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The poor man really has a stake in the country. The rich man hasn't; he can go away to New Guinea in a yacht. The poor have sometimes objected to being governed badly; the rich have always objected to being governed at all
We love our superheroes because they refuse to give up on us. We can analyze them out of existence, kill them, ban them, mock them, and still they return, patiently reminding us of who we are and what we wish we could be.
"the play's the thing wherein I'll catch the conscience of the king,
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2016/08/15 12:54:09
Subject: Games Workshop embarks on new digital strategy
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Owns Whole Set of Skullz Techpriests
Versteckt in den Schatten deines Geistes.
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They helped us create the scenarios and did a great job in summarising the key opportunities, but what impressed me the most was how well they facilitated the workshops.
That is the most wanky bit of corporatespeak buzzword salad I've heard in a long time. The sentence is utterly meaningless. The only word it's really missing is "synergy". Artcode Interactive ... have announced ... action game ... launching on smartphones and tablets.
Oh goody. More shovelware. Wake me when you can re-title this thread "Games Workshop embarks on new pricing strategy".
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This message was edited 1 time. Last update was at 2016/08/15 12:54:23
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2016/08/15 13:01:11
Subject: Games Workshop embarks on new digital strategy
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Executing Exarch
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Looking at the homepage for Artcode, they haven't yet released a game but the founders are veterans from Relic, which also might explain the partnership. This has great potential.
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2016/08/15 13:02:37
Subject: Games Workshop embarks on new digital strategy
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Knight of the Inner Circle
Montreal, QC Canada
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Well it is better late then never I guess...
That being said my overall opinion is still "Call me when you have a Bits service again."
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2016/08/15 13:22:42
Subject: Games Workshop embarks on new digital strategy
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Calculating Commissar
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 Mymearan wrote:Looking at the homepage for Artcode, they haven't yet released a game but the founders are veterans from Relic, which also might explain the partnership. This has great potential.
But then it's starting with mobile/tablet space, so it's not going to be, well, anything good.
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2016/08/15 13:36:01
Subject: Games Workshop embarks on new digital strategy
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Executing Exarch
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Herzlos wrote: Mymearan wrote:Looking at the homepage for Artcode, they haven't yet released a game but the founders are veterans from Relic, which also might explain the partnership. This has great potential.
But then it's starting with mobile/tablet space, so it's not going to be, well, anything good.
Except there are hundreds of great mobile games that rival PC/console games.
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