If I ran it…
So GW posted one doozy of a letter to investors. I mean. Wow. Look at THIS whopper. If he wasn’t leaving he should be thrown out anyway.
Games Workshop has had a really good year.
If your measure of ‘good’ is the current financial year’s numbers, you may not agree. But if your measure is the long-term
survivability of a great cash generating business that still has a lot of potential growth, then you will agree.
W ell, sure. If you ignore some other facts. Successful, capable competition, stagnating internal ideas, technological advances threatening production. Everything is lovely!
He also announces he’s stepping down. Thank. Almighty. God. For those not paying attention that’s their chief lawyer and their CEO.
So I thought of what I would do if they picked someone more capable. I figure there’s got to be 4 to 5 billion people who could do a better job running GW than the buffoons right now, and for once that’s not hyperbole. This company is still operating like the economy is going great, there’s no source of information on alternatives or their own activities, and that local brick and mortar stores are unnecessary to their operations. None of these things are true, and their inability to realize this is leading them down a dark spiral, and they are even ignorant to this fact.
So what would I do? Well first off the whole pricing structure needs a radical restructuring. Prices for GW minis are absolutely ridiculous even granted their high quality. The prices for the books are even worse. I would operate on the theory that bringing new people in is absolutely essential to the game. Books would receive between a 50 and 75% price slash. If that meant selling them for a loss then so be it. People without books are people not playing my game. I want this to be the marketing scheme for next year:
The second thing I want to do is change how the boxed armies are done. I think GW is inching in this way already (look at the dwarf one for example) but they need to really look at how things are being done outside the company. They can outprice Privateer Press handily and still attract fans. Their games are good and their fans are rabid, but they need to encourage more people to pick it up. Here’s my ideas for their established products:
- Get rid of Finecast. Yesterday.
- Reprice all books to 25-50% of their current cost.
- Better staff and stocking at GW stores. These places should be destinations, palaces of GW hobbies with examples and demos going on every hour. Not sad slovenly stores stocking the most basic material.
- Stop. Suing. Everyone. It pisses people off and it is being done far in excess of what is necessary to preserve copyrights.
- Every Box like the Dwarf Box! Useful models, a good solid core and a little something extra tossed in. Islands of Blood is another great example. For $100 dollars you get at least 3-4x what you pay for AND the rulebooks.
- Box sizes should equate to regiments. 20 for elite infantry, 30 for line, 40 for swarms. Pricing will also be going down. 3$ for elite minis, 2$ for the rank and file, 5-7 for cavalry.
- Army books brought up to date for legacy armies, Brets, Skaven, Vampire Counts, Tomb Kings, look there’s a lot that needs some love.
- 1 Book for Marines. 3 Tops. Not a dozen. (Not counting CSM)
- Price reduction on boxes. Box sizes are ok. 40 bucks for 10 basic tactical marines isn’t.
- Rebalance everything. I mean a serious balance pass. Fliers especially but every army needs a good hard look to avoid spamming of OP units.
- Encourage the “skirmish” aspect. Too many games end up like WWI slugfests with neat weapons rather than fast sci fi games with Marines shrugging off loads of fire to desperately try to accomplish their objective.
- Epic 40k will be back. Armageddon was a great ruleset that rubbed people the wrong way. That can be fixed. Big battles in 40k have always been amazing and there’s no reason not to have this product out there.
- Blood Bowl is GW’s best game ever. Seriously it’s fun, it’s fast paced and it needs to be out front.
- LotR… does anyone play this? How much are we paying for the IP? Create some fancy models and move on.
- Necromunda. Am I showing my age yet? This is a hoot of a game and should be re-release with gorkamorka as a twofer. Maybe even a “big scale” 54mm model game. Something to throw down once in a while to mix things up.
Finally attempts have to be made to reach out to the community. A lot of the games biggest supporters have been turned off by GW’s litigious nature, and heavy handed treatment of the humble LGS. This has got to end. GW should be proud of each and every store and should offer incentives to high performing stores, not harsh quotas and minimums. For example a store that runs a tourney every month with a minimum of 10 players gets free scenery packs. X amount in total sales gets a discount on product, or more favorable payment terms. Finally I would practically dismantle the GW website for orders. Let the retailers handle the retail. Every GW sale takes dollars out of the pockets of the brick and mortar stores that host most Fantasy or 40k games. Treat these stores well and they will reward GW with higher sales. Treat them badly and they will wither and it will be more and more difficult for gamers to find a place to play a game. It will be more and more difficult to bring new people into the hobby, and it will be more and more difficult to increase the companies sales.
This was fun. Next up: Privateer Press, and then CCP Games!