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GW Direct Order Release Drama & Daemon Bomb

Well by now you have probably heard about Games Workshops “current new” business model of direct only content that you can only buy from them, i.e. the Death from the Skies Book.

I say “current new” because as even the most novice outsider can see that their business strategies seem to swing back and forth faster than the Harlem Shake.

The current word on the street is that there is a bit of arguing  (in England it’s called a “Row” I believe) between the White Dwarf Team and Games Development, and lets just say that the Daemon “update” from summer may not have gone over very well internally.

Since then well, we’ve seen no rules in the White Dwarf and TWO Direct only rules supplement / compilations. Coincidence? Perhaps, but from what I’ve heard and read, it’s a big deal right now with them.

Oh and guess who loses out from this whole squabble, us.

Now it seems like, according to some forums and collected below by Faeit, that some retailers are legitimately upset with this new model from Games Workshop, and are venting their frustration about it.

I’m not sure that some of their “knee-jerk” reactions are the right thing to do overall, as trying to dictate what and exactly how people can play games in your store is a very slippery slope.

But its nice to see that this whole episode has not gone un-noticed.

One thing is for sure IMHO, if GW likes what they see with this “Death from the Skies” release, this won’t be the last direct only rules set we’ll be seeing.

From Faeit with commentary by Mike Brandt of the Nova Open

Direct Only Release and Retailers Respond with Bans

Some independent retailers are taking a strong stand against Games Workshop’s new release “Death from the Skies”, and banning it from their stores. Its not what is in the book that has become the issue, but rather that the release is direct only.

By not allowing it in their stores, in at least my opinion, they are creating a bigger problem, but that is not the topic here.

I have a lot of sympathy for independent business owners that have to fight just to keep alive in this economy and administration. Its rough out there, and when you deal with a supplier that makes it rough on you, there are going to be some serious sleepless nights trying to figure it out. Its no wonder that most independent game store use the card game Magic to keep their doors open.

Getting right to the subject, here are two responses to Games Workshops latest releases.

The Games Workshop Problem
by Gary Ray of Black Diamond Games 

I wrote in 2005 that if you had just started carrying Games Workshop, you would never know they had previously been the most reviled games company on the planet. They were helpful. flexible, and actively supported retailers … in 2005. Before that, they actively undermined independent hobby stores and the you only need to scratch the surface to hear horrifying tales from back then.

Why the change in 2005? It’s the kind of corporation that doesn’t change their policies until the existing policies stop working. So when sales slump, they try new things, like not being a dick. Well, sales were up 10% in 2012, so don’t expect positive changes anytime soon.

The latest issue is their new Aerial Combat book, a direct only product that allows for flyers to be used by armies that didn’t get them before, along with a lot of background fluff to justify it. Pat Fuge of Gnome Games in Wisconsin has banned it from in-store use, and many stores, ours included are following suit. It’s likely a good book, no doubt, that may even drive sales of expensive flyers, but the decision to sell an important rulebook direct is just another slap in the face to independent retailers, a money grab by Games Workshop.

We’re not only banning the book from use in our events, but we’re taking a break from our “live and let live” approach and actively encouraging Games Workshop players to jump the fence and join us playing Warmachine and Hordes. Warmachine is on fire at our store, with sales up 230% last year and staff actively playing during our Wednesday and Sunday events. You should really check out this game, especially if you haven’t tried the new edition.

Trade in your current edition Warhammer 40K or Warhammer Fantasy rulebook and you take 40% off a starter box or rulebook for Warmachine or Hordes. We’ve done this with role-playing before, notably D&D and Pathfinder, so we know there are likely a bunch of rulebooks gathering dust and the need for excuses to start a new game. Let this be your excuse.

We will not allow Games Workshop to determine the fate of our store. I apologize if this puts you in the middle, an enthusiastic hobbyist victimized by a companies poor policies (you decide who). I think the book might even drive sales of flyers to those who don’t have them now, but that’s not the point. We have to draw the line.”



Here’s an open letter from Pat Fuge, CEO of the Gnome Games retail chain in Wisconsin:
“Dear Games Workshop. You have made it less than desirable to sell your games and allow our place space to be used for your exclusive sales to the customers we take care of. For that reason all content in your new Aerial Combat Book is banned for all of our events. The book will not be allowed in our stores and is considered contraband.

GW players if you want to trade in your armies for store credit for Warmachine we have an opportunity for you. Please email ihategw@gnomegames.com for details.”

“Trade in your current edition Warhammer 40K or Warhammer Fantasy rulebook and you take 40% off a starter box or rulebook for Warmachine or Hordes. We’ve done this with role-playing before, notably D&D and Pathfinder, so we know there are likely a bunch of rulebooks gathering dust and the need for excuses to start a new game. Let this be your excuse.”

Additionally, as of this posting several other independent retailers have pledged to ban the use of Death from the Skies in their stores.  The supplement represents a tipping point in the strained relationship between independent retailers and Games Workshop, which released several exclusive products through their official website recently, cutting out independent retailers and driving consumers directly to Games Workshop for their hobby fix.

GW’s reply- from warseer (and dakka)

“Hello there, 

Thanks for writing into us. Sorry for any confusion there may have been. Independent Retailers will be able to order this product just like any other Direct items. I also wanted to clarify that Death From the Skies is a compendium not a rules book. It reprints things previously printed in other books. If you have any other questions please contact us at 1-800-394-4263. 

Games Workshop 
North America Customer Services “

There are a lot of people unsure of how to really handle Death From the Skies. Really?, its not that difficult as Mike Brandt displays for the Nova Open this year.

Earlier today I posted up the response from some independent retailers, and while I sympathize with them, I do hope they look to what Mike has said below. We are a hobby and a world wide community, so rather than banning or limiting the usage of published material, just allow the rules used within. I understand that need for bringing your codex and related faqs to the tournament, but a print out of whatever else you need should be fine.

Please visit his blog Whiskey and 40k to get more information and join the comments. Here is what was said specifically about Death From the Skies

via Mike Brandt at Whiskey & 40k
How to Handle a $30 Direct-Only “Errata” as a TO
So, Games Workshop released its Death from the Skies booklet, changing rules for several common and popular fliers in the game of 40k, adding them to codices, and only selling it direct order … plus, selling it.

It’s like an errata you have to pay $30 for.

The NOVA will be handling this by incorporating the new rules changes into the NOVA FAQ. You will not need to own a copy of Death from the Skies or an IPAD in order to use the new rules. Because that would just be terribly inconsiderate toward a customer base.


 Death from the Skies Clarification

Just a quick clarification:

The NOVA will not go about violating any copyright laws, or even really infringing on anything. The point will not be to replicate or paraphrase the rules in some kind of sneaky way, but simply to create a situation where at our Independent tournament not requiring players to own a direct order booklet containing only a couple of pages of rules in order to use rules that are officially updated in GW FAQ and digital mediums.

Just b/c a couple of people are concerned we might get sued … we won’t 🙂 … and we aren’t doing anything aimed at sticking it to the man or sneakily providing the community free rules. The point simply is, in example – if you want to use Stormtalons at their updated points, you’re not going to have to own an iPad or Death from the Skies for us to allow you to at NOVA 13. 

About the Author: Rob Baer

Virginia Restless, Miniature Painter & Cat Dad. I blame LEGOs. There was something about those little-colored blocks that started it all... Twitter @catdaddymbg