The Future of Games Days and Games Workshop
Part 11: *throwing minis at your screen*
Today I will grant all of us a short breather from the many recent bad news surrounding Games Workshop. And for all of you, this will be the shortest wall of text in the whole series. More like a few bricks of text. What a relief!
The title of this series should really be called "The future of GW" for brevity, as Games Days are pretty much dead. And today's post could even be titled "The present of GW".
Or maybe, in terms of more poetic justice, "In the grim darkness of GW's present, they only need cash!"
But that would be too negative. Don't want to be a party pooper every day :D
We all want change. GW wants yours.
As we have seen in part 8, 9 and 10, sales for Games Workshop are worryingly down. And obviously, GW needs to do something about it. In order to avoid another 24% stock market crash, the sales decline must at least be stopped until the full fiscal year ends and the full year shareholder report comes out in May/June.
So what do you do, if there are no new 40k rulebooks or no Space Marines around the corner - two of the biggest sellers for GW? You try to sell a lot of high price items.
"Well, that's not new" you might say. True. It isn't.
Who put the deal in 'one-click deals'?
We still remember the Eldar one click deal which actually was more expensive than the price of its individual components, lol...
Well, hold the phone, because Games Workshop has created new 'one click deals' of boxed army sets that actually give you a pretty good deal - compared to individual purchase prices.
GW has put similar deals out for the holiday season at least for the last two years (sorry, lived in Japan before that, don't know what happened 2010/11), but at least to my knowledge, never did so for new army releases (especially not for new army releases!) or even throughout the year.
GW's pain = your gain?
GW needs cash. You have cash. But you're not happy about GW recently and vowed not to buy (much) from them. What is GW to do? Of course, put up some 'irresistable deals'!
I have not even read the new Tyranid codex yet, but I heard it's pretty lousy. From what I read 'no-one' wants to buy more Tyranids or even start a new nid army. Like with other mass armies (Orks), building a swarm is one of the most expensive endeavors one can undertake in the GW universe.
BUT WAIT, there's MOAR!
BUT WAIT, there's MOAR!
What's that - a big Tyranid Swarm box...
95 miniatures for 135 Euros. Not expecting much savings, I did the math. Then I did the math again. Then I had Ben confirm the math.
And unless we both are not quite awake yet, the individual purchasing price of the same set is 243€. A saving of almost 45%. If your local hobby store gives you another 10% of, this gets you about a 50% off deal!
Around 10% savings on two Carnifexes compared to the individual prize seems almost low in comparison.
The only thing that makes no sense to us is that 8x5 Termagants (64€) are cheaper than 2x20 Termagants (70€), but I'm sure GW will remove the cheaper option like they did with the Eldar Jetbikes ^^.
Space Marines to the rescue!
What sells better than Nids? Space Marines!
What do we need to have deals on to increase sales? SPACE MARINES!
Like "42" for us here at Painting Buddha, "Space Marines" are the ultimate answer for GW.
So here's the Tyrannic War Veterans one-click-deal: At 193€ a saving of - if you round it up - almost nearly,.... wait for it.... 0% :D
On top of the savings of 0% you even get the chance to help GW get rid of its Finecast Tyranic War Veterans.
JUST when I thought, GW understood how to make us buy stuff even if we don't need it... *sigh*
Dream bursts like bubble. :'(
More deals in the future?
In the light of GW's recent sales slump, a lot of people demand that GW lowered its prices.
We all know that that is not going to happen, people.
The only way for GW to rake in sales (by upping the sales volume) without losing face by lowering prices is to make 'real deals' like the Tyranid swarm deal. Players will like it. High price purchases get GW its much needed sales, everyone's happy.
Unless, of course, GW thinks that their sales slump really is just a 'temporary' thing, as they mentioned in their recent half-year report. In this case, they will probably just sit it out. And be surprised that sales fell even more.
One thing I can assure you of is that someone at GW is watching those sales KPIs very, very closely right now.
If the only thing they sold would be deals that offer us 45% more value, maybe - just maybe - something at GW would make click.
What do you think? Will there be more 'deals' in the next couple of months to boost sales for GW? What would be your idea to generate more sales for GW?
Leave your comments below!
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