Games Workshop’s Skaventide is struggling, from economic woes to high prices, here’s what’s next for fans, future releases, and stores.
Why Games Workshop’s Skaventide is Struggling and What it Means for Fans
Games Workshop CEO’s Bold Claims
In the world of miniature wargaming, few things stir the pot, like a bold claim from Games Workshop’s CEO. When the Skaventide set was announced, it came with the continued promise that every single release would “nearly always” sell out.
Fast forward to almost two weeks post-preorder, and the boxes are still neatly stacked on Games Workshop’s webstore, waiting for eager hobbyists who have yet to materialize.
Immediate Availability Post-Preorder
It’s an unusual sight. Normally, a Games Workshop release is met with a flurry of activity, frenzied clicks, and sold-out signs within hours. But Skaventide seems to be the odd rat out. Instead of a feeding frenzy, we have a lingering inventory, which speaks volumes about the community’s reception.
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Initial Sales Figures
Initial reports from stores paint a grim picture. Skaventide’s sales figures are, to put it mildly, underwhelming. Stores we polled reported sluggish sales, with many Dominion boxes still sitting unsold on shelves from 2021. This isn’t just a hiccup; it’s a full-blown stumble for Games Workshop, which is used to seeing its releases snatched up like precious artifacts.
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Why the poor performance? That’s the million-dollar question, and the answer appears to be multifaceted. Let’s dive into the factors contributing to Skaventide’s sluggish start.
Factors Contributing to Skaventide’s Poor Performance
Economic Conditions
First on the list is the broader economic climate. We’re not exactly in a golden age of disposable income, and with every dollar being scrutinized, dropping $265 on a starter set isn’t a decision taken lightly. The high price point of Skaventide, one of the most expensive launch sets from Games Workshop to date, may be a tough sell in these times.
High Price Point
Speaking of that price, $265 is a hefty sum. For many, it’s not just about buying a game; it’s about balancing hobbies with necessities. This pricing strategy might have worked in a more stable economy, but right now, it’s a risky gamble that isn’t paying off.
Age of Sigmar Player Base Fragmentation
Then there’s the player base itself. With the release of Warhammer: The Old World, the Age of Sigmar community is experiencing a bit of a schism. Players are torn between investing in the new and shiny or sticking with the familiar. This fragmentation means fewer players are ready to dive into Skaventide with both feet.
Dominion Overhype Backlash
Lastly, let’s not forget the Dominion starter set debacle. Hyped to the heavens, it didn’t quite deliver the knockout punch fans were expecting. This has led to a more cautious approach from the community, wary of getting burned by another overhyped product. The shadow of Dominion looms large over Skaventide, dampening enthusiasm and sales.
Games Workshop’s Response to Lagging Sales
Put More Pressure on Stores!
Faced with sluggish sales, Games Workshop is turning up the heat on its retail partners. Stores are feeling the squeeze as sales reps push them to order more Skaventide. It’s not just a gentle nudge; it’s a full-court press to move inventory that’s not moving on its own.
Retailer site ICV2 also commented on the numerous reports of Games Workshop sales reps—both the usual suspects and some new faces—working the phones like they’re in a high-stakes boiler room.
Their mission? To get stores to up their orders of Skaventide. Some retailers even mentioned hearing cheers and applause in the background when a rep managed to convince a store to bump up their numbers. It’s like Wall Street, but for miniatures!
Return Policies Tied to New Skaventide Orders
But wait, there’s more! Stores are being told that they can return outdated 3rd edition battletomes for credit, but only if they order a significant number of Skaventide boxes. It’s a classic bait and switch – to get rid of old stock, you’ve got to take on the new. This strategy is also leaving a sour taste in many retailers’ mouths.
Comparison with 40k Leviathan Strategy
This isn’t the first time Games Workshop has pulled a move like this. The Leviathan set for Warhammer 40k saw a similar strategy. However, Leviathan flew off the shelves, making the sales pitch unnecessary. With Skaventide, it’s a different story. The product isn’t selling itself, so the pressure tactics are in full force.
Influence of Paid Promotions
Battle Report Channel Collaborations
Enter the influencers. In an effort to drum up excitement, Games Workshop has even reportedly paid a popular battle report channel to start creating Age of Sigmar content. These collaborations come with high production values and the promise of thrilling gameplay designed to lure players into the Age of Sigmar universe. But there’s a catch – transparency.
Transparency and Compliance Issues
According to YouTube and FTC guidelines, influencers must disclose their relationships with manufacturers. This means that any paid promotion needs to be upfront about the sponsorship. For some fans, this can muddy the waters, leading to questions about the authenticity of the reviews and content being produced.
While this strategy might boost short-term interest, it’s a double-edged sword. It could backfire if the community feels misled, leading to even greater skepticism about future releases.
The Future of Skaventide
Potential Liquidations
So, what’s next for Skaventide? If history is any guide, we’ll likely see these sets hitting liquidator accounts on platforms like Amazon and eBay. Discounted boxes will start popping up, and savvy shoppers will pounce on these deals, scooping up Skaventide at a fraction of the original price.
Prize Giveaways
Pallets of Written Off Copies of Dominion Box Sets
We can also expect Skaventide to make an appearance as prize support at major gaming events. Just like Dominion before it, these sets will be handed out in an effort to move product and generate buzz. It’s a tried-and-true method that ensures visibility, even if it doesn’t translate directly into sales.
Advice for Buyers
The moral of the story? If you’ve got your heart set on Skaventide, or you’re looking to support your local game store, go ahead and make the purchase. But if you’re patient and willing to wait, chances are you’ll find a bargain down the road. This set is likely to be readily available for years to come, and at much more attractive prices.
Bringing it All Together, is Skaventide Struggling?
In the world of miniature wargaming, not every roll of the dice comes up a six. Skaventide’s rocky launch is a reminder that even the biggest names in the industry can stumble.
Whether it’s economic pressures, high prices, community fragmentation, or the ghosts of overhyped releases past, the reasons behind Skaventide’s slow start are many and varied. Games Workshop’s response – from pressuring stores to leveraging influencers – shows they’re not above using aggressive tactics to move their products.
For the dedicated fans and cautious buyers alike, the future holds promise of bargains and discounts. Keep an eye on those online marketplaces and gaming events; your patience might just pay off with a sweet deal on Skaventide.
Meanwhile, Games Workshop will undoubtedly learn from this and strategize its next big release, hoping to avoid the pitfalls that plagued Skaventide.
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What do you think about how Games Workshop is handling the Skaventide release- is it struggling in your area?
About the Author: Rob Baer
Rob Baer
Job Title: Managing Editor
Founded Spikey Bits in 2009
Socials: Rob Baer on Facebook and @catdaddymbg on X
About Rob Baer: Founder, Publisher, & Managing Editor of Spikey Bits, the leading tabletop gaming news website focused on the hobby side of wargaming and miniatures.
Rob also co-founded and currently hosts the Long War Podcast, which has over 350 episodes and focuses on tabletop miniatures gaming, specializing in Warhammer 40k. and spent six years writing for Bell of Lost Souls.
Every year, along with his co-hosts, he helps host the Long War 40k Doubles Tournament at Adepticon and the Long War 40k Doubles at Las Vegas Open, which attracts over 350 players from around the world.
Rob has won many Warhammer 40k Tournaments over the years, including multiple first-place finishes in Warhammer 40k Grand Tournaments over the years and even winning 1st place at the Adepticon 40k Team Tournament.
With over 30 years of experience in retail and distribution, Rob knows all the products and exactly which ones are the best. As a member of GAMA (Game Manufacturers Association), he advocates for gaming stores and manufacturers in these difficult times, always looking for the next big thing to feature for the miniatures hobby, helping everyone to provide the value consumers want.
While he’s played every edition of Warhammer 40k and Warhammer Fantasy (since 5th Edition) and has been hobbying on miniatures since the 1980s, Titans of all sizes will always be his favorite! It’s even rumored that his hobby vault rivals the Solemnance Galleries, containing rulebooks filled with lore from editions long past, ancient packs of black-bordered Magic Cards, and models made of both pewter and resin.
