Games Workshop is Passively Aggressively Fighting 3D Printing Now

Games Workshop’s shocking shift in model previews may signal a strategy against 3D printing, which may explain why recent Warhammer 40k reveals are different.

The Shocking Reason Games Workshop Didn’t Show New Model Previews For Eldar & DKoK: 3D Printing?

In recent months, Games Workshop (GW) has taken an unexpected turn in how it reveals new miniatures, particularly for beloved factions like the Eldar and Death Korps of Krieg (DKoK). For the first time, they’ve showcased upcoming releases without the traditional visual previews of the miniatures themselves. Instead of the usual fanfare of full 360-degree models, GW has offered little more than concept art (in the way of the roadmap) and text descriptions. This shift has puzzled long-time hobbyists and raised some compelling questions about what’s really going on.

A Shift in Games Workshop’sApproach to Miniature Previews

Historically, Games Workshop has always used its model previews as a critical moment for building excitement in the community. Whether it’s the introduction of an iconic character or the release of a new kit, fans have come to expect full images, sprue shots, and even 360-degree spins of the models. These are more than just marketing tools—they allow hobbyists to start planning conversions, painting schemes, and even their next army composition.

However, 2023 and 2024 have seen a notable break from this norm. During recent previews, GW showed no new Eldar or DKoK miniatures. Instead, fans were left with descriptions of what was to come without any accompanying visuals. The absence of models has left many wondering: why now, and why such a drastic change?

The Growing Influence of 3D Printing in the Games Workshop and Warhammer 40k Hobby

One plausible explanation for this shift is the growing influence of 3D printing on the hobby. The rise of 3D printing technology has made it easier for people to replicate and distribute Games Workshop’s designs illegally. In fact, not long after the preview of a model—such as the new Coatez figure—it’s not unusual to see digital files mimicking the design circulating online.

The 2020 Indomitus box set is a prime example of how 3D printing may have impacted GW’s sales strategy. The slow release of models from that box allowed third-party designers to create 3D-printable versions of popular units like the Bladeguard Veterans and Eradicators. This meant that by the time the official kits became available, many hobbyists had already printed and assembled their armies.

GW has likely taken note of this trend. As a result, they’ve adjusted their preview strategy, potentially in an attempt to curb the spread of 3D-printed replicas. By delaying or withholding detailed previews of their new models, they may be making it harder for designers to create digital copies before the official kits hit the market. Even Coteaz (which was panned by a large part of the community) had sculpts within days of the Imperial Agents preview, and they were released within a couple of weeks of being previewed.

Or, like the 3D designers who took up the call and made the Sanguinary Guard wings more like the ones the community cried out for instead of the puny ones that were previewed.

From Angron to even the Skitarii Dunerider, 3D printing beat the official Warhammer 40k model launches by leaps and bounds.

New Tactics in a Changing Market

The new pre-order model doesn’t have the 3D full-circle images anymore.

Another aspect of this change is the recent disappearance of certain marketing materials that have long been a staple of Games Workshop’s releases. For example, sprue images and 360-degree previews of miniatures, once common on their webstore during the pre-order period, have become less frequent. This could be seen as another move to limit the information available to third-party designers, further complicating efforts to replicate GW’s models before they officially launch.

While it’s possible that these changes are due to internal issues like staffing or production delays, the more likely explanation is that Games Workshop is actively, but passive-aggressively, countering the rise of 3D printing in the miniature hobby. Their decision to withhold key visual assets from previews may be a calculated move to protect their intellectual property and safeguard future sales.

The Future of Miniature Collecting

This shift in strategy indicates that Games Workshop is adapting to a rapidly changing market. Whether or not it will have the intended effect remains to be seen, but one thing is clear: the company is paying close attention to how new breakthroughs in 3D printing technologies are influencing the hobby. Fans, whether long-time collectors or newcomers, will be watching closely to see how they can save money on their hobby.

Final Thoughts on the Shift in Previews

So, here we are—left with a mystery worthy of an Inquisitor’s investigation. Whether Games Workshop’s move to withhold miniature previews is a clever strategy against the rising tide of 3D printing or just part of a new marketing twist, only time will tell.

One thing’s for sure, though: whether you’re an Aeldari fan waiting for the next big reveal or a Krieg commander eager to bolster your forces, this change has definitely shaken up the usual pattern. While we might not be seeing sprues or previews right now, we’ll be watching closely because, in the Warhammer hobby, patience is sometimes as powerful as the Emperor’s blessing.

All the Latest Warhammer Rules & Model Rumors

What do you think about the lack of models, 360 product shots, sprue pics, and the new way Games Workshop is previewing models- is it to combat 3D printing or something… else? 

PREV ARTICLE

« 40k Night Lords Rise With New Nemesis Claw Kill Team

NEXT ARTICLE

Warhammer 40k Legends: Guide to Classic Models & How to Keep Them in Play »

If you buy something from a link on our site, we may earn a commision. See our ethics statement.