The new Warhammer 40k Angron model may not be out, but his 3D STL files are, which raises some serious questions.
GW’s path to market will always be far slower than independent designers. There is really no other way about it as such a big company, they have to build hype, get the kits made, and get all the shipping worked out, whereas a designer simply has to take recreate the model and put it up on a platform. It might take a week or so, but after every big announcement from GW, there is a file out that would make a fine alternative (and sometimes almost 1:1).
UPDATE: The artist who made the Angron messaged us to say it took him two weeks from the preview to have a painted model on his desk. He also provided some new images, which we included below.
While most people haven’t made the dive into 3D printing, enough may have already to impact sales of a new model kit if they print their own ahead of time.
This could actually force a big shift in GW’s policies over the next 3-5 years as the hobby moves more and more toward 3D printing.
Angron is Not Out Yet, But His 3D STL Files Are…
This is the render spotted online that really got us thinking. As you can see, it looks quite similar. Whoever sculpted this has a ton of talent! And as we said, this happens every time Games Workshop drops a bit of a new release preview. Plus, if you know where to look, it’s not very hard to find free files for a lot, and we mean a lot of Warhammer models out there.
The even crazier part is, in many cases, that they are designed better as well.
Some are great alternatives and 100% okay to buy and sell; others are more 1:1, but this also brings up the dangers and risks of selling GW-styled files. As we saw with Gamza recently, while they thought they changed enough on the model to make it their own, they were still hit with a GW strike.
Games Workshop & 3D Printing is Very Confusing
The issue with 3D printing is that it directly competes with Games Workshop’s current quarter profits above all else mentality. Something like video games seems much more cut and dry, whereas minis are not so easy. If someone makes a direct copy of a video game (or close enough), there’s no way the company with the copyright can let it see the light of day.
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However, sci-fi and fantasy miniatures have so much more gray areas. How can you say you own futuristic space soldiers? When someone makes a one-to-one copy, it’s obvious when they use elements that are specifically copyrighted or a registered trademark in general (what we know as Intellectual property).
But how does someone like Games Workshop say it’s too close if they do not?
Well, that’s why it’s so confusing. The article from Game Industry had a perfect quote for anyone looking to make something that could be thought of as infringement:
The bottom line is — if you create something that is not entirely original and uses third-party IP rights — without that party’s permission — you need to accept that there is a degree of risk in what you are doing.
Hopefully, this helps clear where IP infringement starts for Games Workshop regarding things like Warhammer plus, 3d printing, and everything in between. Now, let’s see where GW could go (if they eventually need to).
Comparing the Business Model
The 3D artist side of things is growing daily, and so are the people printing out their own files. This really could eventually make GW change their stance on all things 3d printed. Right now, that seems so far off, but with the speed with which the printers are getting better and the more people doing it, in 3-5 years, we could easily see it making a big dent into Games Workshop’s revenue.
Perhaps they would have to focus on newer players as they wouldn’t be printing yet, increase licensing deals, or move to a subscription-based brand (which we have seen GW fail at thus far). Whatever Games Workshop ultimately decides, it will be a very difficult pivot, however, one that is sure to pay off in a similar style to Apple’s with mp3 files and iTunes in the early 2000s.
The direction of the Warhammer hobby may depend fully on GWs pivot from a miniatures company to a licensor and lifestyle company (with subs and such), to which they have thus far failed spectacularly.
While this might seem a little crazy, they need to do something to stem the loss of revenue from 3D printing; if they eventually take someone to court who can afford it and the other party wins, the doors for 3D prints could even swing wide open.
Compared to a game like Marvel Crisis Protocol (or Star Wars Legion), whose sales are rising quickly, the manufacturer has some more leniency in the model space.
Why? Because they sell all the cards and rules with the models. So instead of buying a ton of books and such, you get the rules, tokens, and markers with the models, and this little extra incentive is almost enough to keep the player base just buying the models they need.
While you could still 3D print out any of the models and not use the one you bought, with all the extras, you still sort of have to buy the expansion packs to play the game.
Maybe mandatory game aides will be the next pivot from Games Workshop?
What are your thoughts on 3D printing, buying models, and Games Workshop in general?
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About the Author: Rob Baer
