Female Custodes are just the start of Games Workshop’s bold changes to the lore of Warhammer 40k, but there is a pattern to what’s next…
Female Custodes Are Only the Beginning of What GW Has Planned With 40k
In the Warhammer 40k hobby, one thing is for certain: Games Workshop is going to keep us guessing—and spending. Whether it’s rewriting the lore, adding unexpected twists like female Custodes, or teasing us with limited-edition models that vanish quicker than a Necron in the Warp, GW knows how to keep things interesting. Love it or hate it, we keep coming back for more, eagerly awaiting what shiny new toy or lore bomb they’ll drop next. After all, in a galaxy where even death isn’t permanent, neither is the status quo.
The Flexibility of Canon in Warhammer 40k
In the grim darkness of the far future, nothing is sacred—not even the lore. Games Workshop (GW) has a habit of shifting the sands of its massive Warhammer 40k universe, leaving fans scratching their heads or furiously typing on forums. One minute Necrons are mindless metal zombies, and the next, they’re plotting galactic conquest with personalities and politics. Squats? Oh, they were “eaten by Tyranids” until they weren’t. Now they’re back as the Leagues of Votann, complete with high-tech gear and practically no backstory. And let’s not forget the recent introduction of female Custodes—previously a”no” in the lore. Yet here we are.
The fun (and frustration) comes from the fact that Games Workshop can toss new elements into the universe at will. There is no preamble, no official “by your leave.” Sometimes, these Lore changes are met with cheers of excitement, like when Necrons got a much-needed personality update by Games Workshops golden boy Mat Ward. Other times, fans are left lamenting the loss of beloved concepts, often wondering if the Black Library is written on the same paper as the Chaos Gods’ reality.
Examples of these lore shakeups are everywhere. Take the Necrons again. Back in the day, they were basically the Terminators of the 40k universe—no feelings, just endless legions of silent, soulless machines. Now? They’ve got dynasties, politics, and a weird fascination with reclaiming lost glory. And then there are the Squats. Once thought extinct, their comeback with an entirely different aesthetic and technology left fans nostalgic and confused. But if there’s one thing we’ve learned, it’s this: nothing in Warhammer 40k is ever set in stone…except, maybe, for the Emperor’s chair.
Games Workshop Changes the Warhammer Lore Whenever they Want
Why does Games Workshop keep flipping the script on Warhammer 40k’s lore? Let’s call it what it is: good ol’ cash flow. Every time they decide to shake things up, it’s not because they’ve had some sudden creative epiphany in a dark room filled with incense and Codexes. No, it’s more likely they’ve got their eyes firmly set on sales figures. If a new faction, character, or plot twist looks like it’ll make hobbyists sprint to their nearest game store, GW will throw that lore change at us faster than a Leman Russ Battle Tank in reverse.
Remember the Firstborn Space Marines? Once, they were the untouchable poster boys of the Imperium until GW decided they needed an upgrade. Enter the Primaris Marines, bigger, shinier, and with weapons that would make even Guilliman himself do a double-take. These lore changes weren’t just a fun little narrative twist; it was a calculated move by Games Workshop to get fans to buy the new and improved models. Firstborn didn’t stand a chance. They weren’t “replaced”. They were quietly shuffled off the battlefield and into the history books. Sure, there was an uproar from some fans—those die-hards who’d been painting the same Firstborn for decades—but at the end of the day, GW had a winner with Primaris. And let’s be honest, when the new miniatures hit the shelves, even the most loyalist players had to admit, they looked pretty sweet.
The thing is, GW has mastered the art of reading the room. If a part of the 40k universe starts to feel a little… stale, they won’t hesitate to hit the reset button or toss in some shiny new lore to keep things fresh. They’re not driven by some sacred vow to maintain consistency in the lore—they’re driven by the need to keep people excited, engaged, and, most importantly, opening their wallets. Whether it’s introducing new factions or revamping old ones, GW has proven that the lore is as fluid as it needs it to be. If it keeps the cash registers ringing, they’ll tweak, rewrite, or even completely overhaul entire storylines without batting an eye.
And hey, why stop at Primaris? If they decide tomorrow that the Imperium needs a new breed of genetically enhanced Space Marines that make Primaris look like Neophytes, you can bet we’ll see them charging into battle with lore to justify it. The narrative will adjust, and fans will grumble or cheer, but in the end, those new models will sell like holy promethium. And really, that’s the secret sauce behind every one of Games Workshop’s lore changes: making sure the story is just as flexible as the company’s profit margins.
Games Workshop’s Business Strategies & Their Impact
When it comes to their business strategies, Games Workshop operates with all the sentimentality of a Necron Overlord—none. Old model ranges? Yeah, they were fun while they lasted. But GW doesn’t lose sleep when it moves them to “Legends” status, which is their fancy way of saying, “These models still exist… somewhere… but good luck getting your hands on new ones or finding rules updates.” It’s a system designed to make room for the next shiny new thing, whether it’s Primaris Marines with even bigger shoulder pads or a reimagined Chaos Lord sporting an axe the size of a small tank.
Killing Off Old Ranges to Make Way for the New
For long-time hobbyists, seeing their beloved armies pushed aside can feel like a betrayal. You’ve spent years collecting, painting, and lovingly strategizing your way through countless battles, only to be told your army is being put out to pasture. Meanwhile, newcomers are diving headfirst into the latest releases, completely unfazed by the relics of the past. GW knows this dance all too well. They understand that for every grumbling purist clutching their old-school miniatures, there’s a fresh-faced hobbyist eager to snap up the latest model that looks like it could solo an entire Ork Waaagh!.
It’s all part of the great cycle of Warhammer: out with the old, in with the new. And while it might sting to see your favorite army relegated to the dusty corners of the rulebooks, it’s hard to resist the allure of new sculpts, better designs, and revamped factions. GW has figured out how to keep that delicate balance between frustrating diehard fans and exciting the ones who can’t wait to glue together the newest box set.
Controversial Decisions: Paywalls, Animators, and Product Throttling
But that’s not the only trick GW has up their power-armored sleeves. Let’s talk paywalls—because if you’ve spent more than five minutes in the Warhammer 40k hobby, you’ve noticed them. From Warhammer+ content locked behind a subscription to rulebooks you have to buy separately for every faction, it feels like every part of the hobby has its own entry fee. And GW’s relentless crackdown on fan-made animations? Yeah, that hit the community like a Vindicare Assassin. Those fan projects were beloved, and when GW started flexing its legal muscles, it didn’t exactly win any popularity contests.
Then there’s the scarcity game. Limited edition models, drip-fed rules updates, and preorder windows that close faster than an Eldar teleport gate—it’s less of a hobby and more of a race against time. The secondary market thrives on this artificial scarcity, with scalpers inflating prices until you’re forced to decide if you really want that exclusive mini or if it’s time to remortgage your house. And the bots? Oh, the bots. Good luck grabbing anything limited edition when they’re involved.
But here’s the kicker: despite all the grumbling, the scarcity, and the paywalls, it works. GW has created a system where fans, old and new, keep coming back. Whether it’s out of frustration or excitement, the machine keeps rolling—and raking in cash while it’s at it. So, while we may grumble about “Legends” armies and paywalls, you can bet many of us will still be there, wallet in hand, when the next big release drops.
Pricing, Inflation, & the Economics of Warhammer 40k
When it comes to Games Workshop’s pricing strategy, let’s just say they’ve mastered the art of squeezing the hobbyist’s wallet with the precision of a Tech-Priest tuning a plasma reactor. While the rest of the world stumbles through economic hardships and inflationary woes, GW has decided that rising costs are simply part of the hobby experience. Prices for models, rulebooks, paints—you name it—continue to creep up. But here’s the kicker: people are still buying.
Games Workshop’s Pricing Strategy in an Inflationary Economy
Sure, there’s plenty of grumbling about those price hikes. Hobbyists across the globe mutter in their local gaming stores about how a box of Space Marines now costs as much as a small Imperial Guard detachment used to. But despite the noise, those shiny new models keep flying off the shelves. GW knows that their fanbase, though occasionally disgruntled, is as loyal as the Adeptus Custodes standing watch over the Emperor. They’ve perfected the balancing act of pushing prices upward while keeping the hype machine well-oiled enough to stop any full-scale revolts.
And let’s face it, when you see the latest wave of new sculpts or a limited edition model drop, you’re more likely to mutter, “Take my money,” than “How much?!” GW understands this psychology better than most, and that’s why their pricing strategy works. They’ll keep nudging those prices up, but as long as the excitement of the next big release outweighs the pain in your bank account, they’re winning.
The Role of Scalpers and Limited Editions in Driving Revenue
Now, let’s talk about the dark side of this strategy: scalpers. GW’s love for limited editions and scarcity is a double-edged power sword. On the one hand, it generates an undeniable rush—there’s nothing quite like snagging an exclusive model, knowing you beat the masses to it. On the other hand, it’s practically a feeding frenzy for scalpers. The second a limited model hits the web store; you’ve got bots and opportunists snapping them up faster than you can say “For the Emperor,” only to flip them on eBay for three times the price.
This isn’t just frustrating for fans; it’s infuriating. But for GW, they literally said this is their strategy, and besides the scalpers, it is almost bulletproof. Whether it’s a Primaris Captain with a unique helmet or some long-lost Horus Heresy hero, limited editions sell out in minutes. And while scalpers drive prices through the roof on the secondary market, that exclusivity only makes the brand more desirable. Even the people who miss out often return for the next wave, eager not to miss their chance again. GW might not be managing the scalper problem well (or at all), but from a business perspective, it’s not hurting them either.
In the end, GW’s pricing strategy is part master plan, part gamble. They know how much their community values the models, the lore, and the hobby, and they use that passion to push boundaries—both in terms of creativity and pricing. And as long as we keep showing up with cash in hand, they’ll keep raising prices because the machine doesn’t stop. It’s all about keeping the Warhammer 40k juggernaut charging forward, even if it’s with a lighter wallet.
Where the Warhammer 40k Hobby Could Be Headed
Let’s face it: if there’s one thing Games Workshop loves more than the grimdark future, it’s shaking things up—especially if it results in more plastic crack on the shelves. With the increasing push for inclusivity in modern media, the once-unthinkable prospect of female Space Marines may not be far off. It’s a big shift from the traditional “boys-only” super soldiers we’ve come to know, but hey, GW loves a controversial twist if it keeps people talking (and spending). Some say it breaks with the lore, but the lore also said Squats were extinct, and here we are with the Leagues of Votann. So, nothing’s really off the table anymore.
New Horizons for Space Marines and Other Factions
And why stop with the Adeptus Astartes? In GW’s mind, there is always room for fresh takes. Imagine female Orks—because why not? Or the Necrons revealing that maybe, just maybe, some of their personalities and dynasties were once queens and warlords before the biotransference wiped out all traces of gender. The argument for these changes isn’t just about representation—it’s about selling more miniatures and keeping things fresh. GW has always been keen on testing what the community will buy, and if more diversity in the factions means more cash flow, well, you can bet they’ll go for it.
The Future of Lore and Models in Warhammer 40k
If you’ve been in this hobby for more than a minute, you’ll know GW loves to keep us on our toes with new models, reimagined sculpts, and tweaks to the lore. Whether it’s Primaris Marines replacing the Firstborn or the endless stream of new sculpts for factions you thought were fine as they were, the company has trained its fanbase to expect regular updates. And let’s be honest: who doesn’t love a shiny new model, even if it means replacing that army you’ve painstakingly painted over the last year?
As for the lore, it’s a living thing. The Horus Heresy, once a fairly static part of the Warhammer mythos, has evolved with an entire model range and expanded storylines. But as with all things 40k, don’t expect it to stay the same for long. GW could decide to flesh out even more parts of the Heresy, or they might push the story forward in ways that contradict or overwrite established lore. Whether you love or hate these changes, the constant evolution keeps the hobby fresh, if a bit chaotic.
Games Workshop’s New Ventures: Amazon Deals, Video Games, and Beyond
The Amazon Deal and Warhammer’s Future in Media
If you thought Warhammer was going mainstream after seeing miniatures pop up in unexpected places, the potential Amazon deal will take it to the next level. While nothing is confirmed yet, an Amazon-backed Warhammer 40k series could introduce the hobby to an entirely new audience. Think about it: legions of new hobbyists drawn in by a slick TV show, curious enough to pick up their first box of Space Marines or Orks. Sure, it could water down the more obscure aspects of the lore, but that’s a small price to pay for the attention—and the revenue—that would follow.
The impact of such mainstream exposure could be huge. Warhammer isn’t niche anymore, and with Amazon’s marketing power behind it, we could see an influx of new players, more media tie-ins, and maybe even a shift in how GW approaches its lore and product releases. At the very least, the fandom’s memes will have a field day.
The Success of Space Marine 2 and Its Effect on the Franchise
Remember the first Space Marine game? Of course, you do. It gave us the joy of smashing Orks with a chainsword while feeling like a hulking god of war. The upcoming Space Marine 2 promises more of the same, with even bigger battles and Tyranids to crush. And here’s the kicker: video games are one of the best recruitment tools for the tabletop hobby. Just look at how many fans got into Warhammer after dabbling with Dawn of War back in the day.
With Space Marine 2 here, GW has a golden opportunity to attract new hobbyists. The success of this game could directly influence future releases. We might see even more focus on the ultra-violent, action-packed side of the hobby, with new models and storylines catering to those who came in through the game. And if the game does well, don’t be surprised if GW leans even more into digital media, with further game collaborations or even expansions of the narrative within the game itself.
Conclusion: Games Workshop Will Continue to Evolve Warhammer 40k for Profit
Let’s call it like it is: Games Workshop isn’t a charity; it’s a business. And a very successful one, at that. Changes to the Warhammer lore, every new model, and every controversial decision come down to a straightforward equation: will this make money for Games Workshop? If the answer is yes, you can bet GW will pull the trigger. It doesn’t matter if purists weep at the sight of female Space Marines or if the lore gets another round of retcons. If it sells, it’s happening.
Why Games Workshop’s Focus on Revenue Will Continue to Drive Change
The bold moves won’t stop. GW has proven time and time again that it’s willing to make big changes, seemingly knowing that it’ll reel in new hobbyists while keeping enough of the old guard around. Expect more risks, more controversies, and more experiments with changes to the Warhammer lore and model lines as Games Workshop keeps finding ways to grow its customer base—because, in the end, it’s all about the bottom line.
All the Latest Warhammer Rules & Model Rumors
What do you think about the constant lore changes, prices increases, and Games Workshop policies?
About the Author: Travis Pasch
Travis Pasch
Job Title: Head Writer & Editor
Socials: @paschbass
About Travis Pasch: Travis has been a Warhammer 40k hobbyist since the 1990s, playing the game since Third Edition. Through extensive traveling, he’s seen a lot of the miniatures hobby from across the world, giving him a unique perspective on the latest gaming topics and trends.
Travis’s brother even owns a commission painting studio, where he’s picked up a lot of good advice and techniques for painting Warhammer and tabletop miniatures over the years, as well. Travis joined the Spikey Bits team in 2019 and has been the lead writer since 2020.
Currently, he’s working on converting all his 40k Adeptus Mechanicus models and becoming a true tech enjoyer, complete with both sad and happy robot noises!
