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.
Updated on July 4th, 2025, by Rob Baer with the latest pricing and release dates for Saturnine.
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.
That Price Though…
There have been several rumors that pre-orders will open on July 12, with a street date of July 26. However, it now appears to be a fact, as revealed in this image posted on Reddit.
As we suspected in our introduction, the price could be higher than the 2022 Age of Darkness Starter set
The GBP price appears to indicate that the USD price will be between $300 and $350 when GW’s local currency conversions (arbitrage) are taken into account.
Another clue that this is the release date is from the digital downloads roadmap GW published, which states Horus Heresy will drop in July.
Therefore, the 12th would be the last opportunity for it to meet the typical two-week pre-order window and still release in July (on the 26th).
For now, though, it’s a waiting game till the official announcement from GW.
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 Saturnine 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 hobby, 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 on the Saturnine giveaway.
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.
The Massive Value Inside Saturnine!
thanks for the update Rob!
You’re welcome!