GW avoided a Saturnine Horus Heresy box giveaway; here’s why it’s all about price control, hype management, and not spilling the beans too early, now.
Games Workshop is playing it close to the chest—and for good reason. Giving away a box set means one of two things.
First, you have to list the price in the fine print. And something tells us, after last time, they’re not ready to show that number, that’s probably around $300, just quite yet.
And second, you have to give people hope that they are going to win the box, which means they might not actually pre-order one of their own.
Here’s why it’s (maybe) a big deal.
GW Learned from Age of Darkness—No Freebies This Time!
Back when Age of Darkness launched in 2022, they did a box giveaway. It was great marketing, and it also told us something BIG before release day: a groundbreaking price of $299!
Then, with more recent giveaways and thanks to the giveaway’s terms and conditions, everyone knew the prices well ahead of the launch. Fast forward to now: no giveaway for the new Horus Heresy set. Not even a hint of one.
Instead, they’re giving away a Primarch model. Still cool, but let’s be honest—it’s not going to mess with pre-orders the way a full box might.
Why GW Skipped the Box Giveaway
There are two reasons why GW may have skipped a Saturnine box giveaway here, and both are strategic.
1. They don’t want to reveal the price early.
Give away a box, and the legal stuff kicks in. The terms and conditions must say what the prize is worth. If this new Horus Heresy box is priced at $350—or more—that’s going to get out before the hype wave crests. And that could get messy.
Leaks are one thing. Official confirmation? That invites opinions. And in the Warhammer world, opinions are loud. If it’s more expensive than Age of Darkness, (like over $300) expect people to notice and react hard.
2. It discourages pre-orders.
Even if they gave away just five boxes, that’s enough to make some people hesitate. “Maybe I’ll win.” That mindset delays purchases, especially for fans on the fence. And launch-day hesitation is the last thing GW wants.
This is about momentum. They want those pre-orders fast and loud, not second-guessed because someone’s crossing their fingers for a golden ticket.
So… What Does It Mean?
The message is pretty clear: GW doesn’t want to commit to a price in writing until they decide the moment is right. That’s smart if the price is higher than people are expecting.
Less smart if it’s equal or lower—because if it were still $299, you can bet we would all be shouting it from the ramparts. And yeah, a giveaway would’ve helped build even more hype. But only if that price point was something they wanted in the spotlight.
Final Thoughts on the “No Saturnine Giveaway”
So, while we all sit and watch the previews, know this: there’s no free Horus Heresy box coming your way this time, and no pre-release reveal hiding in the contest rules.
GW learned from Age of Darkness. This time, they’re keeping the lid on until the last possible moment.
See the Saturnine Box Value Here!
