Games Workshop’s Warhammer 40k new releases sell out before they hit shelves, leaving players and stores empty-handed, is it bad logistics or just FOMO marketing at work?
New releases? No, not really. These days, if you don’t pre-order the latest from Games Workshop the second it goes live, you’re out of luck. Nothing has been making it to store shelves in any real quantity, leaving players scrambling and game stores frustrated.
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It’s the same cycle every time: a flashy announcement, a limited pre-order window, instant sellouts, and then months of waiting for a restock—if that even happens. Is this just supply chain chaos, or is GW banking on artificial scarcity to fuel demand? Either way, the frustration is real, and it’s making Warhammer feel more like a collector’s game than one you can actually play.
Are They Even “Releases” Anymore?
Games Workshop’s new releases used to mean something different. You’d walk into a store, spot a fresh box on the shelf, and actually have a chance to buy it. Maybe you’d even grab an extra model or two while browsing just because they caught your eye. These days? That whole experience is gone.
Now, if you don’t hit that pre-order button the second it goes live (or reserve one from your LGS before the pre-order is even live), you’re out of luck. If it doesn’t sell out in minutes, it still never seems to make it onto store shelves, as allocations have been wild since 2023. And they aren’t; the numbers are so small that you’d have better odds of not rolling a six on a loaded die than finding what you want.
Plus this isn’t the limited edition or exclusive minis we’re talking about… This happens with basically every unit, seemingly on simple things like Fire Dragons or a new Space Marine unit.
Is This a War Game or a Waiting Game?
Since late 2023, getting new models has felt less like a hobby and more like playing some bizarre game of online chicken. You either pre-order instantly, hoping your payment actually secures the product, or you’re left scouring eBay at triple the price. This isn’t just frustrating for players—it’s a nightmare for local game stores, too.
Shops place stock orders only to receive a fraction of what they asked for, while Games Workshop authorizes their credit cards and holds the money for weeks. How would you like to have between $500 and $10,000 of your money tied up for two to three weeks on a wild grot chase, so to speak?
Currently, both the new Imperial Guard and Aeldari are almost fully sold out.
Yup, they’re paying upfront, watching thousands of dollars disappear for weeks (as they have to approve the full order on a credit card before they know allocations), and then receiving a partial refund when Games Workshop can’t fulfill the full request. Imagine running a business where you never know how much inventory you’ll actually get, but you’re expected to front the money anyway. Not exactly ideal.
Warhammer 40k New Releases: Scarcity or Strategy?
Some of this could be supply chain issues. Maybe Games Workshop underestimated demand, or maybe their warehouse logistics are a mess. But let’s not ignore the business tactic at play here. Perceived scarcity drives demand and builds brands. If customers think something is rare, they want it more.
When every Warhammer 40K new release sells out instantly, it creates an illusion that these models are premium, exclusive, and worth whatever price they set. Even their CEO has basically said the sell outs will continue to investors.
It’s the same tactic used in high-end sneakers, limited-edition consoles, and collector’s items. The difference? Most of those industries have figured out how to actually restock. In 2025, Warhammer 40k fans are still waiting months for models that were technically “released” half a year ago. Either way, the strategy has been working, as they paid out wild dividends to investors, even bigger than at the drop of 10th Edition.
The Alternative Market is Thriving
Games Workshop might be missing the bigger picture here. The Warhammer community is resourceful. If the official product isn’t available, people find another way.
3D printing is more accessible than ever, and let’s just say, plenty of folks aren’t waiting around for a restock. While GW continues to push scarcity, more players are turning to third-party alternatives. It’s not just about saving money—it’s about getting the models they need to play the game. And when you make buying them a painful experience, people start looking elsewhere.
Forecasting Fumbles and the FOMO Machine
To be fair, predicting demand isn’t easy. Plenty of companies struggle with stock levels, especially post-pandemic. But when a company actively promotes “selling out” as part of its marketing strategy, you have to wonder—how much of this is bad logistics, and how much of it is on purpose?
Games Workshop literally has an “out of stock” advertisement/ reminder midway down on its website. That’s not something a company does unless it knows scarcity sells. And yet, the frustration from hobbyists is real. Nobody likes feeling like they missed out because they didn’t wake up early on a Saturday to refresh a web page.
So, What’s Next?
Some ranges have been sold out for long months.
Unless something changes, expect more of the same. Pre-orders will continue to be the only real shot at getting new releases, restocks will remain unpredictable, and stores will keep struggling to secure enough stock. Meanwhile, the alternative market—whether it’s 3D printing, third-party retailers, or competing miniatures games—will only keep growing.
Games Workshop’s new releases might still carry excitement, but that excitement is getting replaced by frustration. The community will always love Warhammer, but at some point, people get tired of jumping through hoops just to buy the models they want.
If Games Workshop wants to keep customers engaged, it might want to consider something radical—making sure people can actually buy their products. Otherwise they are basically a Kickstarter for thier shareholders.
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Have you had issues getting new releases from Games Workshop in the past couple of years?
