Games Workshop - the omega of monopolies gone wrong?

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bartholen_v1legacy

A dyslexic man walks into a bra.
Jan 24, 2009
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Or maybe I'm just getting old. I was thinking of making this thread a long time ago, but it seemed kind of petty (and let's face it, it still is), but after seeing the new Dark Elf sets I couldn't not make this thread anymore.

For the entire time I've been playing their games their policies have been, save for one notable exception, baffling beyond belief. Never have I seen any company have such an openly hostile "fuck you" attitude towards its customers. But what are we gonna do? They make the rules and miniatures, and while there are some alternative miniature manufacturers, getting alternative models for any army beyond the most typical stuff is next to impossible.

As you all know, the prices for GW products are absurdly high, and are raised like every 2 years. Some of it I can see justified, but most of it I cannot see be anything else than "We wantz ur munny!!!!1" I understand the rising cost of plastic and making those molds for all those detailed miniatures has got to be pretty damn expensive. But how do you justify raising the prices of all the other products (ie. rulebooks, paints, brushes, tape measures, accessories like spell cards etc.) as well? I'm pretty sure there's still quite a bit of wood left in the world to make paper for all those books.

I once heard a GW employee justify the ridiculous prices by saying that making the molds for the miniatures is really expensive, and the molds don't last very long. Fair enough, but why do they keep bringing more and more detailed miniatures out each year while also remaking old ones if the production costs are so high? The Dark Elf War Hydra, for example, has been reworked twice during the last 9 years. The most staggering slap to the face was the new Dark Elf warrior set, which I'm going to compare to the one I saw in stores for most of the time I have been playing:

- The old set had 16 models, the new one has 10
- When I started playing, the regiment sets were 25? each. The new one costs the same, but has less models
- The detail and weapon options have been significantly diminished in the new set

So they're charging the same amount of money for a set that has less models of poorer quality with fewer options. I just... don't even... what?

The "Fine"cast line (aka Failcast) was also another "Wut?" GW replaced all their metal models with lighter, softer resin cast versions of the same models, and then raised the prices. The detail on the resin models was slightly sharper, but it couldn't make up for the air bubbles that made some models nearly impossible to even assemble properly and the fact that the resin models could almost be squished with bare hands into tiny little pieces, whereas the old metal models you had to beat with a hammer to really damage them.

Add to this the drop of support for nearly all their smaller specialist games, lack of support for fan events and websites, turning their own magazine and even website into disgusting circle-jerks of ads and hype, i.e. removing nearly everything worthwhile from both, the "special offers" on their websites that don't give any discount, the removal of almost all their special collector's models from their webstore, and many many more things that I've surely forgotten to mention here, and you have a company that makes EA and Activision look like tender choir boys in comparison.

TL;DR: Forget calling EA evil, just look up the shit GW has pulled on their customers. Is there any company that has an even worse policy in regards to its customers? Because GW goes beyond merely trying to take our money, and seems to actively want to alienate its supporters.

Shit, this turned out to be another rant on GW, didn't it?
 

Thaluikhain

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Eh, constantly revving up the prices on their stuff is greedy and annoying, not particularly evil.

Having said that, GW has been giving an atittude of not actually caring about their product for many years. They aren't obliged to care, though, but it was one of their strengths back when they had it.

TBH, I used to be quite bitter about how they sold out, but then everyone does it, it seems. Now, I don't begrudge people making money, that's sorta what they are there for, but I can't respect people who don't seem to take pride in their work.
 

TimeLord

For the Emperor!
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Aug 15, 2008
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Cost of miniatures and materials was the main reason I quit the tabletop game. And that was a good 5 years ago now. God only knows what the prices are at now!

I remember the days when a Codex was £8. Those were the days.
 

Thaluikhain

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TimeLord said:
Cost of miniatures and materials was the main reason I quit the tabletop game. And that was a good 5 years ago now. God only knows what the prices are at now!
Interestingly, they've not bothered to update the prices on their specialist games stuff. If you can find compatible miniatures before they kill those off (*grumble*), they are often a lot cheaper than comparable new stuff.

Metal tactical squad for $40 when I started...

EDIT: Having said that, when I started, some 15+ years ago (ah, the days of sustained fire dice...), people were still complaining about overprices miniatures.
 

Angelowl

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Feb 8, 2013
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Agreed, it has gotten a bit absurd over the years. The price hiking we are kind of used to. And I could live with that due to all the extra bitz and ease of converting stuff. The modelling part of the hobby is not too shabby novadays. But if you want to actually play then you are out of luck. The rules are horribly unbalanced, often to the point of being unplayable. There is barely any support at all to stimulate the customers.

When the latest Eldar Codex came out I bought the White Dwarf to see what was new. Well, finally some plastic wraithguard, a shabby-looking flyer and a gigantic wraithlord/minature titan. There was not a single article about the rules, nothing about tactics, nothing in regards to fluff or theme. Compare to the White Dwarf for the earlier codex. 5-6 pages about change of theme and altered rules, how the new models are supposed to function. Add to that articles about army building, specific ones for painting the aspects, and so on. Reading the White Dwarf gives me no reasons or interest in buying their products at all anymore. Ironically enough because they all focus on advertising and nothing on the actual hobby.
 

bartholen_v1legacy

A dyslexic man walks into a bra.
Jan 24, 2009
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thaluikhain said:
Eh, constantly revving up the prices on their stuff is greedy and annoying, not particularly evil.

Having said that, GW has been giving an atittude of not actually caring about their product for many years. They aren't obliged to care, though, but it was one of their strengths back when they had it.

TBH, I used to be quite bitter about how they sold out, but then everyone does it, it seems. Now, I don't begrudge people making money, that's sorta what they are there for, but I can't respect people who don't seem to take pride in their work.
Raising the prices of their stuff is fine, that sort of comes with economic difficulty. What isn't okay is charging more for less and poorer quality products. Or maybe it's like what Yahtzee said about Capcom in his RE5 review: they're not evil, they're just idiots. Which would make sense, because it's the only explanation I can think of for that hideous reworking of the website around 2007-ish(?) when they effectively eliminated everything interesting that might get new hobbyists hooked and just made it a webstore.
 

Thaluikhain

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Angelowl said:
Agreed, it has gotten a bit absurd over the years. The price hiking we are kind of used to. And I could live with that due to all the extra bitz and ease of converting stuff. The modelling part of the hobby is not too shabby novadays. But if you want to actually play then you are out of luck. The rules are horribly unbalanced, often to the point of being unplayable. There is barely any support at all to stimulate the customers.
I disagree, they'd got wonderfully detailed badly thought out models. In the old days, the models were a bit rougher, but they made sense (doomwheel excepted). Now every WHFB army needs a ridiculously over the top chariot or something.

And, FFS, some decent female models wouldn't hurt. Now that they've got rid of the Escher, female humanoids are reduced to, with a very few exceptions, the odd female elf or eldar in a regiment, wyches in fetish suits, or DE witches in fetish outfit with whips.

(That is, is you exclude the power arnoured Sisters. Which include naughty nuns in their fetish underwear being led by a Sister Superior with whips)

Angelowl said:
When the latest Eldar Codex came out I bought the White Dwarf to see what was new. Well, finally some plastic wraithguard, a shabby-looking flyer and a gigantic wraithlord/minature titan. There was not a single article about the rules, nothing about tactics, nothing in regards to fluff or theme. Compare to the White Dwarf for the earlier codex. 5-6 pages about change of theme and altered rules, how the new models are supposed to function. Add to that articles about army building, specific ones for painting the aspects, and so on. Reading the White Dwarf gives me no reasons or interest in buying their products at all anymore. Ironically enough because they all focus on advertising and nothing on the actual hobby.
In my day, they'd be including 5-6 pages of fiction in the lead up to the new codex. Old WDs are worth reading for the flavour text alone.

bartholen said:
Raising the prices of their stuff is fine, that sort of comes with economic difficulty. What isn't okay is charging more for less and poorer quality products. Or maybe it's like what Yahtzee said about Capcom in his RE5 review: they're not evil, they're just idiots. Which would make sense, because it's the only explanation I can think of for that hideous reworking of the website around 2007-ish(?) when they effectively eliminated everything interesting that might get new hobbyists hooked and just made it a webstore.
Eh, if it brings in the money, why should they care?

By comparison, everyone hated the first star wars prequel, but went to see the second, hated that and went to see the third. Why bother?

Personally, I think that's a terrible attitude, but it's working for them.
 

Owyn_Merrilin

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May 22, 2010
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Tabletop gaming has always been an expensive hobby, and Warhammer happens to be the poster child for the out of control prices. It's incredibly stupid of Games Workshop to do it that way, since the only people who can really afford it are middle aged men who have been playing tabletop games since the original D&D[footnote]And I don't mean AD&D[/footnote], but I guess it's on them if their products wind up dying out in 10 or 20 years because they failed to hook the next generation.

In other words, greed is not good.
 

DefunctTheory

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Mar 30, 2010
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As a side note (I have nothing really to add that hasn't been already said) how much of their profit is actually from models? Something tells me that the Black Library and game licensing (I guess this no longer applies) may be the actually monetary muscle of GW.
 

Pink Gregory

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It's a shame that they seem to have decided that Apocalypse and larger models are really the ones that deserve the special attention, rather than the smaller-scale skirmishes of Cityfight et al.

Basically, they seem to be bringing what are essentially the Forge World models into the regular range, which is off-putting to anyone who would rather play/collect/model/paint on the cheap.

One would surmise simply that a business that needs to grow can't stand still; but as most people are saying they don't stop to consolidate and just go out of control on everything.
 

ForumSafari

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Sep 25, 2012
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bartholen said:
Never have I seen any company have such an openly hostile "fuck you" attitude towards its customers. But what are we gonna do? They make the rules and miniatures, and while there are some alternative miniature manufacturers, getting alternative models for any army beyond the most typical stuff is next to impossible.
If you don't like their policy (which I don't blame you for) have you considered not playing Warhammer at all? I used to play a lot of GW games and they've produced some truly glorious game systems but I never really considered their big 3 to be among them. I got a bit sick of 40k's squidgy rules but always loved Battlefleet Gothic, when they stopped making the models I realised I'd never be able to repair the models I damaged getting to uni which was actually pretty gutting. When that happened I started looking for other wargames and I ended up playing Warmachine, Privateer Press have a very good pricing policy and their books are pretty self contained.
 

Nghtgnt

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I'm not sure they are all that overpriced. Specifically, I glanced at one of their competitors, Privateer Press (Warmachine), and the prices seem to be roughly in line with GW's.

However, it was only a glance - someone more familiar with GW's competition would be able to speak more intelligently about this then I.
 

ForumSafari

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Nghtgnt said:
I'm not sure they are all that overpriced. Specifically, I glanced at one of their competitors, Privateer Press (Warmachine), and the prices seem to be roughly in line with GW's.
The models are roughly the same price but the armies are many times smaller, a fully competent army can consist of say two squads of infantry, a warcaster and two warjacks. You can get starter kits for each faction that include a warcaster and between two and four warjacks (depending on faction) for £35/$50 which will happily form an army you can play proper battles with, albeit small ones.
 
Aug 31, 2012
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Eh...maybe. They pissed me off when they removed all their collectors and specialist game stuff as well as the majority of the Inquisitorial acolytes, but I guess that's their choice to make.

As for the price of the game/miniatures, yeah I guess they are pricing them out of the range of kids, but I think they're starting to aim more at the middle aged wargamers with money that played when they were kids. Look at Forge World, a good portion of it is basically Rogue Trader redesigns.

As long as you don't play in GW then you can use whatever models you want and play a total mix and match of units and scenarios.

PS: Eldar warlock £7.20. I bought the exact same model in a 3 pack with 2 others (one of which is still on sale for £7.20) in 1991 for £2.99
 

verdant monkai

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Oct 30, 2011
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I remember in days of yore... You could buy models marked A with a mere £3...

GW as a company sucks some serious dick. There needs to be some kind of organised boycott on the things.

I am always loathed to buy GW models due to the extortionate prices, and as you said GW have a monopoly and they know their fanbase can be milked like hell and they can take the piss with less models for higher prices.

I used to do a few armies now I'm down to Dark Eldar, Space Orks and Vampire counts.
 

Moloch Sacrifice

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Aug 9, 2013
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The thing that annoys me most is that whilst prices continue to rise to the levels that only well established, middle aged fans can afford, GW's attitude of eliminating support for older games, overhyping publications and producing exaggerated, ridiculous models alienates that very same fanbase. How can such a system as this even generate profit?
 

BQE

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Jun 17, 2013
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bartholen said:
As you all know, the prices for GW products are absurdly high, and are raised like every 2 years. Some of it I can see justified, but most of it I cannot see be anything else than "We wantz ur munny!!!!1" I understand the rising cost of plastic and making those molds for all those detailed miniatures has got to be pretty damn expensive. But how do you justify raising the prices of all the other products (ie. rulebooks, paints, brushes, tape measures, accessories like spell cards etc.) as well? I'm pretty sure there's still quite a bit of wood left in the world to make paper for all those books.

The "Fine"cast line (aka Failcast) was also another "Wut?" GW replaced all their metal models with lighter, softer resin cast versions of the same models, and then raised the prices. The detail on the resin models was slightly sharper, but it couldn't make up for the air bubbles that made some models nearly impossible to even assemble properly and the fact that the resin models could almost be squished with bare hands into tiny little pieces, whereas the old metal models you had to beat with a hammer to really damage them.
The nonsense that things are more difficulty to produce or that Finecast is a somehow more elaborate/justifiably expensive is complete hogwash. If you go on the specialist forums like Dakka and a few others, you can see how the real dedicated modders and stuff break down the process. Finecast is actually a cheaper process and making models has actually gotten simpler/cheaper. The hobbyists there were able to successful reproduce every Eldar unit with home modeling kits. Technology has made things easier to do and I would speculate that it's actually causing losses for them because they raise costs in response.

Many have truthfully said that if the game was cheaper, more people would get into it, flesh out their armies or start additional ones but instead they raise prices to cover loss. It's a pity and a shame, I love 40K, I've read countless novels and even started a pretty diverse Dark Eldar army but the more I found out about Games Workshop's dubious sales tactics, the more I became disenchanted with the entire prospect.
 

Thaluikhain

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Chaosritter said:
I'm honestly surprised Warhammer bootlegs are basically nonexistant. I mean making them is simple and dirt cheap, making them identical to or even better than the licensed ones and sell them literally for cents would be a breeze. I guess that'd be the only way to break Games Workshop's monopoly. Once they're painted, nobody would see the difference anyway if there is any.
Not actually true. You have people 3d printing stuff, any discussion about conversions online is going to involve cheaper models from somewhere else, and then there's stuff like this:

http://www.heresyminiatures.com/shop/

I mean...really.
AccursedTheory said:
As a side note (I have nothing really to add that hasn't been already said) how much of their profit is actually from models? Something tells me that the Black Library and game licensing (I guess this no longer applies) may be the actually monetary muscle of GW.
Nah, apparently it's the models. It used to be that something like 60% of their income was just Space Marine stuff (or so I'm told), dunno if it's the same now.