Games Workshop is sorta becoming a Kickstarter company with this bold new pre-sale offering that coincides with a big TV release.
So if you missed it, GW is releasing their new Lord of the Rings box set as an “advanced pre-order,” which has a two-week order period, then actually releases three months later. I mean, what else does that sound like? Oh right, a Kickstarter?
While they will release the box later on regardless, this is quite a pivot from their normal releases, as we can’t remember the last time Games Workshop sold a large box release in such a way before.
Plus, this also isn’t their only pivot as of late and could be a big change overall for how they offered all their boxed games going forward. Because, let’s face it, over the past year, or so, they really seem to have not been selling well at all…
Games Workshop Pivots To Becoming a Kickstarter Company (sort of)
Coming from Warhammer Community, let’s hear what they have to say about the pre-order.
We’re doing something very special for this very special box – running an advance pre-order. You can usually pre-order the latest releases a week before they appear in store (or sometimes two weeks in the case of big releases such as Warcry: Heart of Ghur).
The Lord of the Rings Battle of Osgiliath is dropping in December – but there will also be a two-week pre-order window this September, running from the 10th until 8:00 BST on the 26th.
The good news is this is basically half the release time of a normal MTO release (that would normally be six months-ish) and that it may signal quite the change in strategy from Games Workshop.
The reasoning for this could be a few possibilities, but one of the more plausible reasons is that they are having a hard time gauging how many box sets of any game to make. With this long of a pre-order period and wait time, they can know exactly how many people want and exactly how many to send to stores based on those numbers, etc.
Pallets of Supposedly Written Off Copies of Dominion Box Sets
It could be that after the repeated slow sales of boxes like Dominion, Black Tempars Army Boxes, and their usually unflappable battle boxes, they aren’t sure if this one will sell well.
We’d imagine they dont want pallets of these just sitting in their warehouse again before unloading them to a convention for the promotion write-off.
There’s also a chance they are doing this to take advantage of the new Lord of The Rings show that drops on September 3rd over on Amazon, as the pre-sale for the box is a week later.
Either way, Games Workshop is trying new things, which is good! As people seem less interested in the hobby than in a long time, making these changes and trying out new business strategies is good for sure.
The big question is, what else, if anything, will they advance pre-order like this? Because going forward, if they are not sure what to forecast for sales of Warhammer products, why not try this? Plus, what if this advance “Kickstarter” style advance order actually works for them, and Games Workshop nails their forecasting?
They would almost be stupid not to do it for other box sets…
What Else Could it Affect?
There’s a “greater than 0” chance this could be just how they will release boxed games in the future.
However, if this is a new strategy to gauge interest in boxes, don’t be surprised if you see a release similar to something like Necromunda, Blood Bowl, or Warcry before GW moves up to properties like Warhammer 40k or AoS.
It’s not necessarily the worst thing ever, as you’ll almost always be guaranteed a box. If you think it also makes releases take longer, that also might not be true, as there’s a chance they do the advanced pre-order three months ahead of when it would be released anyways. Let’s be real, we know what’s going to release from GW generally within three months based on their previews normally. This Kickstarter idea isn’t much different as it lets us lock in orders, plus Games Workshop can streamline their ordering and manufacturing path to market even more easily.
Games Workshop Puts Their Paywall In Reverse
This actually isn’t the only pivot GW has made recently. Like we’ve been saying, if they are trying new things, we’re all for it if they get more people involved with the hobby again!
Firepower-focused Praetors planning to pick up a Leviathan packing powerful ranged weapons when it arrives need not fear a lack of options, as the Close Combat Weapons Frame will also be available to order direct from the Games Workshop webstore.
This is what we’re talking about where you can grab just the CC weapons that are usable in a future release They even say this is great for those waiting for the shooty option (top missiles and nipple guns), and we might actually have to agree.
While you’ll spend $27 for the weapons direct from the webstore, it’s better than buying 2 $80 kits. As long as you magnetize all the weapons, you can get both versions for a little over $100, which is still expensive but far better than buying two full kits.
This is actually the opposite way they do things, and while the Leviathan is expensive, this is better than the way they normally do the releases, where you have to buy all the stuff before the cheaper option. So while GW becoming a Kickstarter company is a bigger deal, this is quite nice, and we would rather see this than a normal paywall release.
We’re not quite sure what made them make the change, and while it’s not the best thing ever, we would much rather see this than the usual paywalls that force you to spend more money to get a unit or two.
First Free Mini Is Another New Games Workshop Pivot
Instead of a model from an existing kit, people who make their way into their local store at the start of every month* will earn themselves a sweet model taken from that month’s biggest release. Just walk into your nearest Warhammer and ask staff how to claim yours!
This is a pretty cool change; however, they are giving themselves an out with that asterisk. As they then state, not every month will actually be a new model, but it will most of the time.
So with Warcry: Heart of Ghur coming to pre-order this weekend, August’s miniature is a raggedy fighter from the Rotmire Creed, whom you can see in all his festering glory right here.
Whether you just want to start a special display of miniatures, or you’d like a taste of the Rotmire Creed, check back here during the coming week to find out exactly when you can add this ague-ridden blighter to your collection. As ever, this promotion runs while stocks last – check with your local store manager for the full details.
It’s a cool model, and what is even more interesting is that it looks like GW made a specific sprue for this as well, instead of just opening up kits this time around. This was spotted on Reddit and differs from the Warcry sprues, which contain the whole warband.
So overall, it looks like Games Workshop has made more pivots in just one short month than we have seen in a long time. Hopefully, this will gain back consumer confidence and attract new customers during a very challenging time globally.
We remember when Games Workshop was great, and we’re here for when they are great again…
What do you think about this new advanced pre-order? Do you like the idea of Games Workshop being a Kickstarter-style company?
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About the Author: Rob Baer
