Games Workshop Pricing Feedback Thread

[jack da greenskin]

Is the price of GW product changing to reflect how they now want people to play? It almost seems as if, rather than buying/ collecting an army, they now want kids making one off purchases so they can "ally" with other kids and play as a group on one table instore. Then replacing their "unit" buying whatever happens to be bright and shiney next.
Price of each item can be much higher if you're looking at a purchase as stand alone rather than part of an army budget.

I think you're looking too far into it. Most people who buy GW products will never play in a GW store and GW are aware of that, so I see your hypothesis as being highly unlikely

[C-Coen]

Anybody got some official numbers for euro countries already? May have missed them in all the discussion.

Not that they'll come as too much of a surprise, most percentages seem to be rather consistent in the pounds and USdollars increases, so euro price raises will probably be similar.

What I really don't get is why they increased the prices of so many rulebooks. Those were bloody expensive already, the latest LotR sourcebooks some of the worst value-for-money products I've ever bought from GW (most have a mighty 48 pages with just profiles for units and a couple of not-that-exciting scenarios, no fluff, no hobby material, no new artwork of any kind. A quarter of those pages are the same in all books too (basic new rules and the standard scenarios, so after the first book that's 17 pounds for 36 pages of recycled rules with about 8 changes compared to the last rules or so).
Raising the prices of rulebooks barely brings in any money, simply because people will only ever need one, but will certainly put off new customers, as it should be one of the first purchases. Why then?

[EmperorNorton]

Anybody got some official numbers for euro countries already? May have missed them in all the discussion.

http://www.brueckenkopf-online.com/?p=59516

Not sure if that list is complete, though. It looks shorter than the other lists I have seen.

[Asensur]

http://www.brueckenkopf-online.com/?p=59516

Not sure if that list is complete, though. It looks shorter than the other lists I have seen.

Thank you, not so harmful rise with the books and many products.

Stormraven 65€ (+13€), yikes!

[samiens]

Bzz, but thank you for playing! it's because the Immolator includes a Rhino kit, and ALL Rhino kits went up to 22.50.


And Samiens, the moment you stopped buying your first army is when GW stopped considering you a customer. Look around your stock of goods, remember how many you bought after that first army, think about how Games Workshop sincerely believes and preaches that, and then wonder about the sanity of their upper management.

When I finished my first army gw was still using dodgy metal that required lead warnings and company strategy etc was highly immature and undeveloped...

GW, in my opinion, actually creates a relatively sensible strategy based on a large number of metrics that we don't have access to but I can guess that it makes sense not to focus on vets who are likely to buy less as time moves on anyway.

The fact that GW have maintained revenue during a prolonged economic downturn suggests they're doing ok. To really know we need a benchmark organisation in a similar period. GWs competitors are at a totally different point in their lifecycle so its a less valid compar

[Omniassiah]

When I finished my first army gw was still using dodgy metal that required lead warnings and company strategy etc was highly immature and undeveloped...

GW, in my opinion, actually creates a relatively sensible strategy based on a large number of metrics that we don't have access to but I can guess that it makes sense not to focus on vets who are likely to buy less as time moves on anyway.

The fact that GW have maintained revenue during a prolonged economic downturn suggests they're doing ok. To really know we need a benchmark organisation in a similar period. GWs competitors are at a totally different point in their lifecycle so its a less valid compar

See I have always seen purchasing the other way around. The new player tends to buy smaller amounts here and there as they build up, the vets are the ones that start dropping $3-500 on a full army in one go, or buy effectively 2 armies to do some massive conversion army.

[C-Coen]

http://www.brueckenkopf-online.com/?p=59516

Not sure if that list is complete, though. It looks shorter than the other lists I have seen.

Thanks!

Doesn't look as bad as some of the UK/US prices, but still some very saddening ones. LotR plastic infantry went up by 35% this year already, another 11% wasn't exactly needed.
I do think some of it is missing. The LotR journeybooks (Fellowship/Two Towers/Return of the King books with scenarios) have increased by 29% in USdollars and pounds, it'd be very strange if they didn't increase in euros.

[Lord Dan]

I missed those LoTR price rises.

"Hahaha, okay, okay. Wow, this is fun. What else should we increase the price on?"
"Hmm...army books?"
"Oh! Oh... you're bad. Okay, done. What else?"
"Uhh...let's see. How about LoTR infantry?"
"Didn't we just raise prices on those?"
"Yeah, why?"
"I dunno, it's just. Sometimes I feel like what we do is wrong. Like when we raise prices so much we're not just hurting our profits, we're hurting the gamer. It's like this game means something more than that, you know?"
"..."
"Haha, I'm totally kidding. **** those guys. What, 11% more you think?"

[abaddonseviltwin]

This may be a repeat from earlier, but to me the price increase screams to me that GW is realising that more and more people are buying from secondary retailers that are offering 20-25% off the rrp. The price increase on many items would just be bringing the new prices with these retailers in line with current GW prices. One factor at least, the other being that the face of gaming is changing more and more with people going for secondary games, alongside their main GW game, meaning less money coming into GW, and lets face it with some of the minis from Malifaux and Infinity, why wouldn't you be tempted to spend a few quid on a rulebook and a starter set and not start a new 40K or Fantasy army?

[prowla]

And what appears to be last (earlier this?) years repackaged half the models for the same price LotR plastics up from £13.50 to £15 (+11%). Bargain at twice the price - which is lucky, as that will happen in a couple of years at this rate.

Darn, at this rate I should be investing in GW boxes instead of stock market

[EmperorNorton]

Darn, at this rate I should be investing in GW boxes instead of stock market

I still have a bunch of LotR boxes unopened which I bought three price increases ago. Nominally their value has doubled. That, of course, doesn't mean a thing unless you actually find somebody willing to give you that much money.

[samiens]

See I have always seen purchasing the other way around. The new player tends to buy smaller amounts here and there as they build up, the vets are the ones that start dropping $3-500 on a full army in one go, or buy effectively 2 armies to do some massive conversion army.

Ive no doubt that there are vets who do this- heck, I did this for a few years until I reached the
place where I realised I was never going to get it all done. But I think the amount they spend is outweighed massively by the volume of parents who spend a lot on the game for a few years (knowing nothing of the competition) then their kids grow out of it.

For this demographic GW has an effective monopoly based on its popularity. Kid A wants Warhammer to play with his mate, he doesn't think 'Oh look, Kings of war has interesting mechanics and cheaper sculpts'- in fact he's never heard of other games.

Adults are a fat more discerning market- but harnessing the way kids flock to brands is an assurred, sustainable sales strategy

[Omniassiah]

Ive no doubt that there are vets who do this- heck, I did this for a few years until I reached the
place where I realised I was never going to get it all done. But I think the amount they spend is outweighed massively by the volume of parents who spend a lot on the game for a few years (knowing nothing of the competition) then their kids grow out of it.

For this demographic GW has an effective monopoly based on its popularity. Kid A wants Warhammer to play with his mate, he doesn't think 'Oh look, Kings of war has interesting mechanics and cheaper sculpts'- in fact he's never heard of other games.

Adults are a fat more discerning market- but harnessing the way kids flock to brands is an assurred, sustainable sales strategy

Yeah it has worked out so well in the UK harnessing those kids... So much that it sucked all the revenue from ALL sources in the UK and some from the rest of the world. Kids are fickle they change there minds often... add to that fact that it is much much much more expensive to recruit someone new then to keep someone old as a customer does not bode well for GW. Churn and Burn strategies for items are used for low cost disposable objects, not items that cost $50-100. Noticed that all the churn and burn products don't have their own store network... there is a very good reason nobody else does the specific combination of strategies or recruitment and target market that GW does; because its a very bad idea. I would not be surprised if a GW recruit in the UK would not have to spend in excess of 3-400GBP in order to break even for GW. That is far away from churn and burn strategy target.

[Skaven13]

This may be a repeat from earlier, but to me the price increase screams to me that GW is realising that more and more people are buying from secondary retailers that are offering 20-25% off the rrp. The price increase on many items would just be bringing the new prices with these retailers in line with current GW prices. One factor at least, the other being that the face of gaming is changing more and more with people going for secondary games, alongside their main GW game, meaning less money coming into GW, and lets face it with some of the minis from Malifaux and Infinity, why wouldn't you be tempted to spend a few quid on a rulebook and a starter set and not start a new 40K or Fantasy army?

So the solution, if this is indeed the case, is for GW to increase it's prices even MORE, causing traffic and purchases to their website to decrease, and making all of those other companies appear to be a more favorable option?

By the way, Lord Dan? Thanks very much for that. That comment totally made me LOL at my desk here.

[Iron Puritan]

It is interesting that Games Workshop does not seem to be giving much consideration to the success stories and failures within other hobby markets. Just because they sell different products does not mean that similar business principles would not apply. At the end of the day, every one of those vendors is selling non-essential goods to enthusiasts.


Edit... Why on Earth did I picture Dr. Evil and Frau Farbissina playing out that banter over pricing?

[Sean_OBrien]

Tried to avoid posting in this thread, but it is sort of like a "Wet Paint" sign - just can't help yourself.

If GW actually existed in a vacuum, I would guess that their pricing policies would make sense using some unfathomable metric that justifies price increases every year (or a reduction of product in the box for the same price).

But they don't exist in a vacuum - and for the most part, their pricing makes no sense. If you look at other gaming and miniature companies, they have been making an effort to make their games more accessible to more people in general. Looking at using resin as opposed to tin to counter the erratic metal price hikes...and they generally provide the discount on to the consumer. Exploring materials like Reaper's P65 and Bones in order to really provide substantial savings to their customers. Offering rule books as PDF files (some as pay to download, others as free to download) in order to save the costs of printing and shipping them.

Even if you were to try and argue that GW uses plastics that are expensive - it still doesn't fly. The other plastic producers in the gaming market are generally cheaper, often substantially cheaper. If you expand your assessment out to include all plastic model kits - GW prices are just plain stupid. Something like a set of Tamiya's 1:48 scale German Infantry come in a box of 15 with a bunch of options, fine detailing and the like...and they carry an MSRP of $15. Compare that to a box of Cadians - 10 for $30. The GW figures are 3 times more expensive for a mold that is approaching 10 years old (whereas the Tamiya mold is around 2 years old).

Now, you could reason that GW sells fewer figures than Tamiya does - possibly, I doubt they are much lower if they are at all. But if you look at something which is fairly specialized, say Tamiya's famous generals set (exactly how many Rommels and MacArthurs would a single model builder need) - you still get a box of 10 figures for $17 MSRP. Almost half as expensive as the GW figures which likely sell many more boxes by comparison.

[ogretyrant]

What a joke!!

That is all....

Sent from my GT-I9100 using Tapatalk 2

[Iron Puritan]

Tried to avoid posting in this thread, but it is sort of like a "Wet Paint" sign - just can't help yourself.

If GW actually existed in a vacuum, I would guess that their pricing policies would make sense using some unfathomable metric that justifies price increases every year (or a reduction of product in the box for the same price).

But they don't exist in a vacuum - and for the most part, their pricing makes no sense. If you look at other gaming and miniature companies, they have been making an effort to make their games more accessible to more people in general. Looking at using resin as opposed to tin to counter the erratic metal price hikes...and they generally provide the discount on to the consumer. Exploring materials like Reaper's P65 and Bones in order to really provide substantial savings to their customers. Offering rule books as PDF files (some as pay to download, others as free to download) in order to save the costs of printing and shipping them.

Even if you were to try and argue that GW uses plastics that are expensive - it still doesn't fly. The other plastic producers in the gaming market are generally cheaper, often substantially cheaper. If you expand your assessment out to include all plastic model kits - GW prices are just plain stupid. Something like a set of Tamiya's 1:48 scale German Infantry come in a box of 15 with a bunch of options, fine detailing and the like...and they carry an MSRP of $15. Compare that to a box of Cadians - 10 for $30. The GW figures are 3 times more expensive for a mold that is approaching 10 years old (whereas the Tamiya mold is around 2 years old).

Now, you could reason that GW sells fewer figures than Tamiya does - possibly, I doubt they are much lower if they are at all. But if you look at something which is fairly specialized, say Tamiya's famous generals set (exactly how many Rommels and MacArthurs would a single model builder need) - you still get a box of 10 figures for $17 MSRP. Almost half as expensive as the GW figures which likely sell many more boxes by comparison.

Like I pointed out elsewhere, I can buy a scale model of a tank and superdetail it extensively for the same price as a Land Raider. Not only would I have a larger model (ie: more raw material), it would have a lot of premium fixings, most of which would be brass.

It should be noted that a whole bunch of Games Workshop's current competitors are either run by or employ ex-Games Workshop folks. Take a look at how busy guys like Rick Priestley have been in recent years. Addressing the value for money issue seems to be a priority for each and every venture I can think of.

[Sean_OBrien]

Addressing the value for money issue seems to be a priority for each and every venture I can think of.

Except one of course. They seem to be unable to grasp the concept of value.

One of the reasons I pointed to Tamiya's 1:48th scale figures is that they are actually a more useful gaming size. I built 1:35th scale armor in the past, and it was fun for that hobby, but it was also a bit on the large side of things. However, 1:48th isn't too far removed from whatever you want to call GW's scale. More of an apples to apples comparison. Both examples though do an excellent job of illustrating the point - GW is bonkers when it comes to what they think their poo is worth.

[frozenwastes]

I for one am happy that GW is continuing down their path of increasing prices.

It gives more market share to the other companies.

GW started this policy of price increases way, way above the rate of inflation around the time they had near total market dominance. Before Privateer, before Flames of War. When their competition consisted of games that would pop up, last a year and then die.

Now that's not the case. GW's has gone from having the vast majority of shelf space on local indie stores to having one of the smallest spaces (the store has switched over to a policy of pre-orders and special orders only). There's all sorts of stuff on the walls now. Another local comic shop got into selling GW about three or four years ago and now they too have half their previous GW space dedicated to other games.

So keep on going GW. Keep giving away your market share. Those of us who like a vibrant gaming industry with choice and variety thank you for your tireless work in driving away customers you recruited to other companies.