Games Workshop shocks shareholders with an unexpected 85p stock dividend as Warhammer sales cool; is it enough to calm investor unrest?
Games Workshop has thrown a surprising twist onto the heap of their surprising moves in 2024: an unexpected 85p stock dividend, just as sales for some of their iconic lines have been, let’s say, skittering along.
For a company that’s usually as calculated as a Chaos Sorcerer, this sudden move has fans and investors alike casting some curious glances.
Was this a clever stratagem to keep the peace with ‘revolting’ shareholders (like Blackrock) or a desperate attempt to patch things up amid a lackluster product run? The company’s recent financial maneuvers, especially after reporting “in line” sales for the year, have stirred the community and financial analysts alike, raising questions about the stability of its sales and the motivations behind the decision.
A Rollercoaster Year for Games Workshop’s Revenue
The financial year has been a turbulent one for GW, marked by several shifts in strategy and market reactions. In September 2023, amid the fanfare around the release of the 10th edition of Warhammer 40,000, Games Workshop announced a 50p per share dividend, reflecting what they reported as “revenue ahead of expectations,” or basically, we made too much money already.
This announcement came at a high point when GW’s new releases had renewed interest in their product lines, creating an optimistic environment among investors in the run-up to the Amazon partnership announcement.
GW’s Best Year Ever: Cooled Significantly?
Fast forward to July 2024, GW experienced what was touted as its “best year yet,” with strong financial results that led to a hefty 100p dividend for shareholders. The message seemed clear: Games Workshop was riding a wave of success.
Fans were active, and products appeared to be in high demand, reinforcing the view that GW was in a strong position.
However, by September 2024, cracks began to show. In a brief trading update, the company stated that its revenue was merely “in line” with expectations—a marked shift from previous highs.
Notably, no dividend was issued during this period. Seemingly GW’s new Skaventide product line and Age of Sigmar’s fourth edition did not meet anticipated sales.
This update did not go unnoticed; it sparked unrest among shareholders, particularly major stakeholders like Vanguard Capital and BlackRock, who began to question the board’s decisions and compensation increase during the same time peroid.
Just a month later, in October 2024, Games Workshop announced an unanticipated dividend of 85p per share, higher even than the dividend issued during the 10th edition release period. This unexpected announcement has fueled speculation coming after a shareholder revolt and lackluster summer sales.
Some view it as an attempt to regain shareholder confidence in the wake of lukewarm sales, alongside dissatisfaction from shareholders (especially amid the huge pay increases for board members that had a 25% dissenting vote). This latest move appears to be a strategic decision aimed at reassuring investors of the company’s commitment to returning value despite a soft patch in their revenue from slower-than-expected product launches.
Community Impact and Shifts in GW’s Popularity
Within the community of Warhammer fans, these financial developments coincide with a perceived decline in momentum over the past few months. The summer of 2024 was notably quiet, with a lack of major Warhammer 40k releases.
Additionally, certain releases that were expected to create buzz were met with a mixed response, with some products reportedly being discounted or even distributed for free in some regions. This lull in engagement was compounded by the cancellation of previews and even a major Warhammer event in the U.S., leaving fans questioning the direction of the brand.
The one bright spot has been the Space Marine 2 video game. However, sales for this are not yet reflected in the current financial outlook.
Games Workshop’s Next Steps
As the holiday season approaches, Games Workshop will be under pressure to revitalize interest in their products and reassure shareholders of their stability and growth. With competitors continuing to grow in popularity, especially with alternative miniatures and game options, GW’s response to its current challenges could set the tone for its future in the industry.
All eyes will be on their announcement of either the cancellation or finalization of the agreement with Amazon to produce movies and shows on the Warhammer IP alongside movie star Henry Cavill.
Final Thoughts on the ‘Suprise’ Stock Dividends From GW
Right now, Games Workshop seems to be rolling for morale—hoping that an 85p dividend can keep shareholders from turning their pitchforks on the boardroom. Whether this move will rally the troops or buy them time remains to be seen. For hobbyists and fans alike, it’s like an unexpected twist in a campaign where victory seemed certain… until it wasn’t.
Will GW’s next moves bring back the glory days of banner releases and packed events, or will it be another “in line” statement that keeps both fans and investors guessing? As any good Warhammer player knows, sometimes the best strategy is a bold one, and GW may have to pull out a few stratagems of its own to stay in control of the tabletop in 2025.
All the Latest Warhammer Rules & Model Rumors
What do you think about the huge Games Workshop stock dividend payment sort of coming out of nowhere in October?
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.
