Games Workshop

Exist for 30 years

The attraction is, Games Workshop (GAW) is the market. Although gamers substitute miniatures from other games, there are no competing manufacturers of Warhammer figures because Games Workshop invented Warhammer and defends its intellectual property. The figures are so detailed, it’s not easy to manufacture them, which means, the company claims, nobody else could do it better, or more cheaply, at scale.

Games Workshop is exploiting the network effect, whereby the bigger the network the better it is, and the more hopeless the task of a competitor attempting to establish a rival. Competitors, like Warmachine and Kings of War, are small, and likely to remain so.

The company accepts Warhammer and its derivatives are not a mass-market product, so it seeks out new hobbyists more gradually, opening retail hobby stores incrementally, training new hobbyists in gameplay and modelling, and carefully maintaining profitability at a level that satisfies shareholders without outraging many of its customers.

they lost a great many customers by effectively wiping out Warhammer Fantasy and replacing it with this Age of Sigmar.

competitors likely will be able to provide similar quality at a lower cost.

Make facebook in each stores individually and ask local store questions to diffused the anger

CEO changed, and want the feedback of the customers, focus on the social media, create its own community website. And ideas of the handbook mostly come from the majority of the community.

Plastic model----easy for consumer to convert the model

White dwarf. Thick-thin, monthly, pretty pictures-useful articles,

Star collecting box----draw new people in, kill team-----get people into the hobby(40k), 65 dollars 23 models, tiny one, modified rules,

Warhammer fantasy-----warhammer age of sigmar, some people thought it destroy the history and the lore, many old customers were angry about it, but it just move the story forward, and a new product line. It doesn’t invalid the old story. But it’s difficult to find the old story on website of age of sigmar, you can find it in ebook.

Future:1.more bloodbowl teams

2.better paint pots

3.streamlined the rules（means “fix”,appeal new audience,）40k ，too many rules and especially too much strategies

4.move the 40k story forward

5.more age of sigmar campaigns: more specific books just about longer/bigger campaign things, as you play, you move along.

Problem：

1.complex rule system(100pages,some of them conflict with each other)------simplified the rules

2.Power creep: eager to sell new things that destroy the old stuff, focus more on the lore of the universe rather than on the absolute numerical perfection.

3.poor community present------build more clubhouse style stores, design your kinds of cloths and sell it to publicize the products, go outside to demo their products and get people into it.(they think they are too big to fail)