Games Workshop is probably shocked their new Battleforce boxes are facing lukewarm sales on their webstore, and as retailers come up empty, consumers may be moving on…
The anticipation for Games Workshop’s Battleforce boxes is an annual ritual for Warhammer fans, as these limited-edition sets offer a potential gateway to new armies or a boost to existing collections. However, this year’s offerings have now sparked conversations about value, strategy, and the state of the hobby.
For the first time in a long while, the majority of boxes remain unsold on Warhammer.com, prompting questions about whether Games Workshop has misjudged the demand for these sets, and should have allocated more to the game stores that wanted them…
From Hype to Heartbreak: GW’s New 40k Box Set Release is Tanking
A Changing in the Landscape
Historically, Warhammer Battleforce boxes have sold out quickly, with most gone within hours or minutes of their release. This year, only three of the boxes have sold out in the United States: Dark Angels: Deathwing Strike Force, Maggotkin of Nurgle: Pustulent Revel, and Ironjawz: Smashing and Bashing.
The remaining sets, spanning multiple factions, are still readily available (and shockingly, AoS has sold better so far than 40k). So what went wrong here? Is this a Skaventide scenario all over again, or is it more about “reading the room” on the part of GW?
Six boxes are still on sale on the US site.
Several factors seem to have contributed. Last year’s boxes boasted incredible value and were tailored toward popular factions with strong gameplay and narrative appeal. This year’s selections, while still valuable, have faced criticism for including fewer miniatures, higher prices, and less desirable unit compositions.
Coupled with an economic climate where discretionary spending is tighter, hobbyists appear to be scrutinizing whether these boxes truly deliver the same bang for their buck as in previous years.
Overestimation and Retail Challenges
Reports suggest that Games Workshop may have over-forecasted the demand for this year’s boxes, leaving themselves with excess stock. In contrast, local stores received allocations well below their initial requests, leaving hobbyists frustrated. This mismatch between corporate inventory and local supply raises questions about whether Games Workshop misread its audience’s appetite or relied too heavily on projections that didn’t align with consumer behavior.
Retailers and customers alike rely on Battleforce boxes to inject excitement into the holiday season. The limited availability of popular boxes in local stores may have stymied that enthusiasm, forcing potential buyers to either purchase directly from Games Workshop or skip the purchase entirely.
Value Perception: Then and Now
Value has always been a driving force behind the popularity of Battleforce sets (see the value in these sets here). Fans want to feel they’re getting a deal, especially when investing in a premium-priced hobby. Compared to previous years, the 2024 boxes offer fewer miniatures while sporting higher price tags.
For factions like Tau and Necrons, this year’s offerings seem more niche, catering less to newcomers and more to established players looking for specific units. A quick glance at community discussions reveals comparisons between this year’s Battleforce boxes and those from years past, with many arguing that the 2024 lineup simply doesn’t stack up.
Hobby Engagement and the Economy
With no new armies dropping until 2025, the hype is low.
Beyond the boxes themselves, broader factors may also be at play. Warhammer 40,000’s 10th Edition launch brought renewed energy to the franchise, but subsequent releases (or lack thereof) have felt sporadic. Without frequent new models or major updates to keep the community engaged, some hobbyists may have shifted focus to other games or paused spending altogether.
The economy’s role cannot be ignored, either. Rising costs across the board make it harder for fans to justify discretionary purchases, especially when the perceived value isn’t immediately apparent. Games Workshop’s decision to increase Battleforce prices has placed even more scrutiny on these sets.
A Shareholder-Driven Strategy?
The lingering question for many fans is whether Games Workshop’s current strategy prioritizes shareholder satisfaction over hobbyist engagement. Recent financial moves, such as an unscheduled dividend payout exceeding the returns from the blockbuster 10th Edition launch, suggest a focus on maintaining investor confidence, especially after saying things are just going along like normal. If this strategy comes at the expense of long-term goodwill among its player base, it may not be sustainable.
Conclusion: Lessons for the Future
The Battleforce boxes have long been a staple of the Warhammer experience, offering hobbyists a chance to grow their collections with flair. This year’s lukewarm reception serves as a reminder that balancing value, accessibility, and fan expectations is key to sustaining the hobby’s momentum.
Click Here For The Latest Cheap Hobby Deals List
What do you think about the Christmas Battleforces this year? Did you grab one yet?
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.
