Games Workshop

For the unrelated defunct American company, see Game Designers' Workshop.
Games Workshop Group PLC
Public
Traded as LSE: GAW
Industry Miniature wargaming
Founded London, United Kingdom (1975 (1975))
Founder
Headquarters Nottingham, United Kingdom
Key people
Products
Revenue Decrease £123.5 million (2014)[1]
Decrease £12.3 million (2014)[1]
Decrease £8.007 million (2014)[1]
Total assets Decrease £35.069 million (2014)[1]
Total equity Decrease £34.476 million (2014)[1]
Subsidiaries
Website www.games-workshop.com

Games Workshop Group PLC (often abbreviated as GW) is a British miniature wargaming manufacturing company.[2] Games Workshop is best known as developer and publisher of the tabletop wargames Warhammer Age of Sigmar, Warhammer 40,000 and The Lord of the Rings Strategy Battle Game. The company is listed on the London Stock Exchange with the symbol GAW.L.[3] The company's British operating subsidiary company is Games Workshop Limited.

Overview and history

Games Workshop opening day at 1 Dalling Road, Hammersmith, London, in April 1978.[4]
Cover of White Dwarf Issue #1, June/July 1977

Founded in 1975 at 15 Bolingbroke Road, London by John Peake, Ian Livingstone, and Steve Jackson (not to be confused with U.S. game designer Steve Jackson), Games Workshop was originally a manufacturer of wooden boards for games including backgammon, mancala, Nine Men's Morris, and Go.[5] It later became an importer of the U.S. role-playing game Dungeons & Dragons, and then a publisher of wargames and role-playing games in its own right, expanding from a bedroom mail-order company in the process.

In order to promote their business and postal games, create a games club, and provide an alternative source for games news, the newsletter Owl and Weasel[6] was founded in February 1975. This was superseded in June 1977 by White Dwarf.

From the outset, there was a clear, stated interest in print regarding "progressive games", including computer gaming,[7] which led to the departure of traditionalist John Peake in early 1976 and the loss of the company's main source of income.[8] However, having successfully obtained official distribution rights to Dungeons & Dragons and other TSR products in the U.K., and maintaining a high profile by running games conventions, the business grew rapidly. It opened its first retail shop in April 1978.

In early 1979 Games Workshop provided the funding to found Citadel Miniatures in Newark-on-Trent. Citadel would produce the metal miniatures used in its role-playing games and tabletop wargames. The "Citadel" name became synonymous with Games Workshop Miniatures, and continues to be a trademarked brand name used in association with them long after the Citadel company was absorbed into Games Workshop.[9][10] For a time Gary Gygax promoted the idea of TSR, Inc. merging with Games Workshop, until Steve Jackson and Ian Livingstone backed out.[11]

The company's publishing arm also released U.K. reprints of American RPGs such as Call of Cthulhu, Runequest, Traveller, and Middle-earth Role Playing, which were expensive to import (having previously done so for Dungeons & Dragons since 1977).[12]

In 1984 Games Workshop ceased distributing its products in the U.S.A. through hobby games distributors and opened its Games Workshop (U.S.) office. Games Workshop (U.S.), and Games Workshop in general, grew significantly in the late 1980s, with over 250 employees on the payroll by 1990.[13]

Following a management buyout by Bryan Ansell in December 1991, Games Workshop refocused on their miniature wargames Warhammer Fantasy Battle (WFB) and Warhammer 40,000 (WH40k), their most lucrative lines. The retail chain refocused on a younger, more family-oriented market. The change of direction was a great success and the company enjoyed growing profits, but the more commercial direction of the company made it lose some of its old fan base. A breakaway group of two company employees published Fantasy Warlord in competition with Games Workshop, but the new company met with little success and closed in 1993. Games Workshop expanded in Europe, the U.S.A., Canada, and Australia, opening new branches and organizing events in each new commercial territory. The company was floated on the London Stock Exchange in October 1994. In October 1997 all U.K.-based operations were relocated to the current headquarters in Lenton, Nottingham. This site now houses the corporate headquarters (HQ), the White Dwarf offices, mail order operations, production and distribution facilities for Europe, and the creative teams behind the miniatures and games' designs.

By the end of the decade the company was having problems with falling profits, and blame was placed on the growth in popularity of collectible card games such as Magic: The Gathering and Pokémon T.C.G..

Games Workshop later attempted to create a dual approach to appeal to older customers while still attracting a younger audience. Previously, most of their special characters and vehicles were cast in white metal or pewter, but by the 2000s most of them were replaced by plastics. With this shift, Games Workshop has been able to offer greater variety in the armies offered with introductory box sets (for instance the Space Marines in the 2nd Edition Warhammer 40,000 box had two ten-man tactical squads, while the 5th Edition has a tactical squad, terminator squad, dreadnought, and captain). This change brought about the creation of "initiatives" such as the "Fanatic" range, supporting more marginal lines with a lower-cost trading model. (The Internet is used widely in this approach to collect ideas and playtest reports.) The Fanatic line was later mostly dropped, leaving Games Workshop to concentrate more on younger users. Games Workshop also contributed to designing and making games and puzzles for the popular television series The Crystal Maze.[14]

The release of Games Workshop's third "core" miniature wargame, The Lord of the Rings Strategy Battle Game (LoTR SBG), in 2000 showed an intention to find a new audience with a simple, yet effective and flexible, combat system.

The company diversified by acquiring Sabretooth Games (card games), creating the Black Library (literature), and working with THQ (computer games).

In late 2009 Games Workshop issued a succession of cease and desist orders against various Internet sites it accused of violating its intellectual property. The reaction of the fan community was generally anger and disappointment,[15][16][17] as many of the sites receiving letters were viewed as sites that had supported various Games Workshop games during periods when the company itself was not supporting or selling them.

On May 16, 2011, Maelstrom Games announced that Games Workshop had revised the terms and conditions of their trade agreement with independent stockists in the U.K.[18] The new terms and conditions restricted the sale of all Games Workshop products to within the European Economic Area.

On June 16, 2013, WarGameStore, a U.K.-based retailer of Games Workshop products since 2003, announced further changes to Games Workshop's trade agreement with U.K.-based independent stockists[19] In a move designed to restrict sales of their products in the U.K. by Internet-based retailers, from November 17, 2013, Games Workshop only allowed U.K.-based retailers to sell their products online if they also offered them through a "bricks-and-mortar" retail store. Games Workshop's business model is based on selling games in shops to new and existing users, not distance selling.

Licensing

Alongside the UK publishing rights to several American role-playing games in the 1980s (including The Call of Cthulhu, Runequest[20] and Middle-earth Role Playing,[21]) Games Workshop also secured the rights to produce miniatures or games for several classic British science fiction properties such as Doctor Who[22][23] and several characters from 2000 AD including Rogue Trooper and Judge Dredd. Alongside the rights to reprint ICE's Middle Earth Role Playing Citadel Miniatures acquired the rights to produce 28mm miniatures based on Lord of the Rings and The Hobbit.

In conjunction with the promotion of The Lord of the Rings film trilogy in 2001, Games Workshop acquired the rights to produce a skirmish wargame and miniatures, using the movies' production and publicity art, and information provided by the original novels by J.R.R. Tolkien. A 25mm scale was used.[24] The rights to produce a role-playing game using the films' art and both the book and the movies' plots and characters were sold to another firm, Decipher, Inc.. Games Workshop also produced a Battle of Five Armies game based on a culminating episode in The Hobbit, using 10 mm scale.

On 10 February 2011 Warner Bros. Consumer Products announced that it had extended its six-year agreement with Games Workshop, continuing its exclusive, worldwide rights to produce tabletop games based on "The Hobbit" and "The Lord of the Rings." Games Workshop announced plans to expand their offerings of battle-games and model soldiers, and to continue to develop and increase offerings based on J.R.R. Tolkien’s fantasy books.[25]

Group Divisions

Games Workshop has expanded into several divisions/companies producing products related to the Warhammer universe.

The company is seen to have hard-to-reproduce, unique intellectual property, and a good export record. Sales slowed around 1999-2000 due to supply chain issues, but quickly rebounded a few years later.[27]

The group reported revenues of £123.1 million in 2011.[28] This is a reduction in revenue of £3.4 million on 2010 but still translated to an operating profit of £15.3 million. In 2011 the company averaged 1,901 staff across all activities.

Miniature games

Games Workshop previously produced miniature figures via an associated, originally independent, company called Citadel Miniatures while the main company concentrated on retail. The distinction between the two blurred after Games Workshop stores ceased to sell retail products by other manufacturers, and Citadel was effectively merged back into Games Workshop.

Current core games

The following games were in production as of 2016:

All of these game systems have had expansion rules and supplements for them, including War Of The Ring and Battlehosts for The Lord of the Rings SBG and Cities of Death, Apocalypse, Planetstrike and Planetary Empires for Warhammer 40,000.

Out of print

Warhammer Fantasy was discontinued in July 2015 in favor of the current game system Age of Sigmar. The change was set up over a string of supplements released for the eighth edition of WFB centered on "The End Times" which led to the almost total destruction of the Warhammer world and the death of most of the world's population. Moving the timeline forward into the Age of Sigmar with the return of the long-lost founder of the human empire worshipped as a god.

Specialist Games

These games are aimed at the "veteran" gamers. These are gamers who are more experienced in the core games produced by Games Workshop. This is because the rules and the complexity of tactics inherent in the systems are often more in-depth than the core games. This also includes games that aren't necessarily more complex, but have a smaller more specialized target audience.

Warhammer Fantasy universe

Warhammer 40,000 universe

The Lord of the Rings universe

Forge World

Warhammer Fantasy universe

Warhammer 40,000 universe

Licensed games

These games were not made by Games Workshop but used similar-style models, artwork and concepts. These games were made by mainstream toy companies and were available in toy and department stores.

Citadel Paints

Games Workshop produces a line of acrylic paints (and related compounds) for painting miniatures. At the end of March 2012 the company announced a new range of over 145 colours made in the UK.[30]

The Citadel Paints listings include:

Role-playing games

Several of the miniatures games (e.g. Inquisitor) involve a role-playing element; however, Games Workshop has, in the past, published role-playing games set within the Warhammer universe. Warhammer Fantasy Roleplay was first published in 1986; a second edition appeared in 2005 published by Black Industries, part of GW's fiction imprint BL Publishing.

Warhammer 40,000: Dark Heresy, the first of three proposed role-playing games set in the Warhammer 40,000 universe, was released in late January 2008 and sold out almost immediately. In September 2008 production was transferred to Fantasy Flight Games.[31]

Fantasy Flight Games subsequently published four other roleplaying games; Rogue Trader,Deathwatch, Black Crusade, and Only War, set in the same Warhammer 40,000 universe and employing similar mechanics. In 2009 Fantasy Flight also released a new edition of Warhammer Fantasy Roleplay.

Out of print

Out of print, republished

The following games are technically out of print in their original editions, but have had new versions (in some cases heavily revised and in some cases with additional game expansions) published by Fantasy Flight Games.

Board games

Games Workshop had a strong history in boardgames development, alongside the miniatures and RPGs. Several may have had roleplaying elements, or had miniatures included or produced.

Licensing for an undisclosed proportion of Games Workshop's back catalogue of board games was transferred to Fantasy Flight Games as part of the same transaction which included Black Library's Role Playing Games. Fantasy Flight has republished revised editions of a number of these games. At the time of the announcement, Black Library had only one boardgame in print, the 4th Edition of "Talisman". Fantasy Flight subsequently released revised editions of Talisman and of other former Games Workshop boardgames. On September 9th, 2016, Fantasy Flight Games announced the termination of its licensing agreement with Games Workshop.[32]

Games Workshop currently has several standalone board games in production.[33] Being standalone games, they do not depend on the rules or components of the current core game systems of Age of Sigmar or Warhammer 40,000. All of these include miniatures that require some assembly, and those miniatures can be used with the core game systems.

Out of print

Out of print, republished

The following games are technically out of print in their original editions, but have had new versions (in all cases heavily revised and in some cases with additional game expansions) published by Fantasy Flight Games.

Video games

Games Workshop licensed or produced several ZX Spectrum games in the early years, none of which were based in the usual Warhammer settings:

Many video games have been produced by third parties based on the Warhammer universes owned by the firm. These include (miniature game they are based on is included in parentheses after the game name):

Events

There were yearly Games Day events held by Games Workshop which included the Golden Demon painting competition, news stands, sales stands, and tables to play on. In 2014 it was replaced by 'Warhammer Fest', similar but with additions such as demonstration pods and seminars.

Worldwide campaigns

Games Workshop has run numerous Worldwide Campaigns for its three core game systems. In each campaign, players are invited to submit the results of games played within a certain time period.[35] The collation of these results provides a result to the campaign's scenario, and sometime leads to modifications in the games.

Each Warhammer campaign has had a new codex published with the rules for special characters or "incomplete" army lists. Below are listed the Games Workshop Worldwide Campaigns (with the campaign's fictional universe setting in parentheses):

These Campaigns were run to promote its miniature wargames, and attracted interest in the hobby, particularly at gaming clubs, Hobby Centres and independent stockists.[35] Forums for the community were created for each campaign (in addition to those on the main site), as a place to "swap tactics, plan where to post your results, or just chat about how the campaign is going."[35] In some cases special miniatures were released to coincide with the campaigns; the promotional "Gimli on Dead Uruk-hai" miniature, for example, was available only through the campaign roadshows or ordering online.[44] As a whole these events have been successful; one, for example, was deemed "a fantastic rollercoaster", with thousands of registered participants.[45]

Magazines

Games Workshop's best known magazine is White Dwarf, which in the UK has now passed over 400 issues (as of 30/3/2013). Nine different international editions of White Dwarf are currently published, with different material, in five languages. Originally a more general roleplaying magazine, since around issue 100 White Dwarf has been devoted exclusively to the support of Games Workshop productions.

Games Workshop also published Fanatic Magazine in support of their Specialist Games range, but this was discontinued in print form after issue 10. Fanatic was preceded by a number of newsletters, devoted to the particular games. After the cancellation of Fanatic Magazine, an electronic form, known as "Fanatic Online" was published from Games Workshop's Specialist Games website. With the re-launch in 2008 of Games Workshop's global web store, starting with a revamped US site, it was announced that the Specialist Games site would no longer be updated and that Specialist Games content would be published within the Games Workshop website proper; this has also meant the end of Fanatic Online.

There was also the Citadel Journal, intended as a "deeper" magazine for modelling enthusiasts and more experienced gamers. It often featured unusual rules and armies, and was occasionally used as an outlet for test rules. Under some editors, they also published fan fiction and fan art. This is no longer published.

For a brief period in the mid-1980s GW took over publication of the Fighting Fantasy magazine Warlock from Puffin Books who had produced the first 5 issues. The magazine turned into a general introductory gaming magazine but was discontinued after issue 13.[46]

There was also a fortnightly series called "Battle Games in Middle Earth", which came with a single or several free Lord of the Rings SBG miniatures. Though the miniatures were made by Games Workshop, the magazine itself was written by SGS (part of Games Workshop) and published by De Agostini. It was published in Ireland, the United Kingdom, the Netherlands, France, Germany, Spain, Austria, Australia, New Zealand, and Poland. The magazine became more popular than the publishers had anticipated, and the deadline was extended several times and ended on Pack 91. Battle Games in Middle Earth was reported as being the biggest selling partwork magazine in De Agostini's history.

Spots the Space Marine Controversy

Games Workshop issued a trademark complaint against retailer Amazon, specifically relating to the novel Spots the Space Marine, claiming it violated their European 'space marine' trademark.[47][48] This led to an internet backlash from commentators such as Cory Doctorow[49] and digital rights group the Electronic Frontier Foundation,[50] who questioned the right of Games Workshop to trademark the term.[51] As of 8 February 2013, Spots the Space Marine reappeared on Amazon. Games Workshop has issued no further legal action.[52]

Other media

Games Workshop illustrators also published artbooks covering parts of their commissioned work for the company. Amongst them, one can find Adrian Smith, Ian Miller and John Blanche.

Short fiction

From 1997 to 2005 Black Library published INFERNO!, a magazine of short stories, artwork, and other features set in the various fictional universes of Games Workshop, and regularly featuring that of Warhammer 40,000.

Since 2010 Black Library has produced a monthly eBook called "Hammer and Bolter" with the focus on short stories set in the different Games Workshop universes.

Music

In the late 1980s the death metal band "Bolt Thrower" wrote lyrics dedicated to the Warhammer 40,000 universe and used 40k artwork on their second album cover.

In the early 1990s Games Workshop created its own short-lived record company, Warhammer Records. The only band under this label was D-Rok (who published one album, Oblivion, in 1991). A fragment of D-Rok's song "Get Out of My Way" was used in the computer game "Space Hulk", published by Electronic Arts in 1992.

In the early 2000s the German label Art of Perception produced a 12 part soundtrack vinyl series followed by three CD compilations. The task for the artists involved in this project was to conduct a theme for a species from the Warhammer 40.000 universe.

In 2009 the Singaporean Death Metal band, Deus Ex Machina released I, Human, which makes numerous references to the Warhammer 40,000 universe, particularly the Adeptus Mechanicus faction.[53]

Games Workshop produced CD recordings and soundtracks for several of its collectors' edition novels, including the Gaunt's Ghosts series.

Film

Games Workshop announced that Exile Studios would produce a CGI movie based upon the Bloodquest graphic novel; a trailer was released, but the project was discontinued and Exile Studios disbanded.[54]

For the 25th Anniversary Games Day, Games Workshop released in 1996 (for limited sale) a short movie entitled Inquisitor,[55] using clips and footage that was created as a pitch to G.W. for a movie deal. There were also trailers for two other films, "Hive Infestation" and "Blood for the Blood God". "Hive Infestation" pitted Space Wolf terminators against a genestealer cult infestation of a hive world. "Blood for the Blood God" was the second trailer released, and portrayed orks and Dark Angel marines fighting along with an inquisitor, much in the style of the Epic 40,000 video game cut scenes, but little information was given on this short film aside from a shot of a berserker of Khorne (available in YouTube but flagged by Games Workshop, removing the movie).

Another one was Damnatus, a German fan film developed over four years. Games Workshop announced in July 2007 that they would not give permission for the movie to be released because of issues between Anglo-American copyright and Continental European Droit d'auteur.[55] Games Workshop said they would not have been able to grant permission for the film to use Warhammer 40,000 IP without giving up their claim to it.

In 2010 Games Workshop with Codex Pictures released a 70-minute downloadable movie called Ultramarines. The screenplay was written by Black Library author Dan Abnett. Terence Stamp, Sean Pertwee and John Hurt head the cast of voice actors.[56]

References

  1. 1 2 3 4 5 "Games Workshop 2014 Annual Report" (PDF). Games Workshop. Retrieved 20 January 2015.
  2. http://investor.games-workshop.com/our-business-model/
  3. "GAW GAMES WORKSHOP GROUP PLC ORD 5P". London Stock Exchange. 2007-09-14. Archived from the original on 2007-11-12. Retrieved 2007-09-14.
  4. "A new dungeon for Games Workshop". White Dwarf. Games Workshop (7): 23. June–July 1978.
  5. Livingstone, Ian (April 1975). "Editorial". Owl and Weasel. Games Workshop (3): 2.
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  14. www.youtube.com Upload of Series Credits, 29 Seconds in
  15. http://boingboing.net/2009/11/28/games-workshop-decla.html
  16. http://www.tabletopgamingnews.com/2010/01/08/32643/#comments
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  24. "Note that these figures are 25 mm and not the 28 mm figures that are more popular today"; ("Painting the Lord of the Rings Mines of Moria Game". 2005-11-23. Retrieved 2007-07-17.)
  25. http://www.licensemag.com/licensemag/Brands/Warner-Bros-Continues-Hobbit-Games/ArticleStandard/Article/detail/707126?contextCategoryId=9989
  26. warpartefacts.com
  27. Paton, Maynard Are Small Companies Suitable For Long-Term Portfolios 22,11 2001
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  31. Press release on Games Workshops properties from Fantasy Flight Games website
  32. "A New Path Forward". www.fantasyflightgames.com. Retrieved 2016-11-18.
  33. "Boxed Games | Games Workshop Webstore". www.games-workshop.com. Retrieved 2016-11-18.
  34. http://www.mobygames.com/game/c64/tower-of-despair
  35. 1 2 3 Battle Games in Middle-earth, Issue 56
  36. "Third War for Armageddon Campaign Site". Games Workshop. Retrieved 2007-06-30.
  37. "Eye of Terror Campaign Site". Games Workshop. Retrieved 2007-06-30.
  38. "Storm of Chaos Campaign Site". Games Workshop. Retrieved 2007-06-30.
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  40. "The War of the Ring Campaign Site (Canada)". Games Workshop. Retrieved 2007-06-30.
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  43. "Scourge of the Storm Site". Games Workshop. Retrieved 2011-07-24.
  44. "The Wrath of Umbar"
  45. Cavatore, Alessio (Jan 2006). "Victory for the Free Peoples". White Dwarf. Games Workshop (312).
  46. http://fightingfantasy.com/index.php?%20option=com_content&view=article&id=86&Itemid=37
  47. Barnett, David (7 February 2013). "Superheroes, space marines and lawyers get into trademark fight". The Guardian. Retrieved 8 February 2013.
  48. "Row blows up over ownership of 'space marine' term". bbc.co.uk. BBC. 8 February 2013. Retrieved 19 August 2013.
  49. Cory Doctorow (6 February 2013). "Games Workshop trademark bullying goes thermonuclear: now they say you can't use "space marine" in science fiction". Retrieved 11 February 2013.
  50. Corynne McSherry (8 February 2013). "Trademark Bully Thwarted: Spots the Space Marine Back Online". EFF. Retrieved 11 February 2013.
  51. "Games Workshop Space Marine Trademark Battle Erupts As Sci-Fi Fans Point To History". Huffington Post UK. 8 February 2013. Retrieved 11 February 2013.
  52. Hogarth, MCA. "The Return of Spots the Space Marine". MCAH Online. Retrieved 16 February 2013.
  53. "Deus Ex Machina - I, Human (album review )". Sputnikmusic. 2010-03-10. Retrieved 2013-02-11.
  54. tsabo (4 May 2006). "Bloodquest Trailer". YouTube. Retrieved 2013-02-11.
  55. 1 2 http://journal.transformativeworks.org/index.php/twc/article/view/178/180
  56. "Ultramarines: A Warhammer 40,000 Movie (2010) - Preview". Sci-Fi Movie Page. 2010-12-13. Retrieved 2013-02-11.
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