Sources within the Games Workshop revealed to me yesterday (and since been all but confirmed by Bell of Lost Souls) that the standard edition of Dark Vengeance will be delayed.
There’s some speculation about why but my source tells me that it’s a combination of the Limited Edition box not being as limited as was originally implied and the sales of said box not being as strong because customers are holding off for the cheaper box.
It’s a rare thing for me to feel sorry for the Games Workshop as the limited edition box was a nice idea. Personally I’d like them to pay a bit more attention to the video games market to understand what a limited edition box should be. One extra bloke a special box does not make. But that aside, they attempted to garner some excitement with the release and it all seems to have fallen a bit flat. Although the whole thing was compounded by the retail division not getting their copy until the day before release which meant they couldn’t ramp it up.
I remember the days of preview nights, the odd cheeky peek at the book or WIP models both as a staff member and as a customer. It built hype and the life blood of the hobby – enthusiasm. This new ‘strategy’ of not telling anyone anything until it’s about to happen just doesn’t work because the world is on a budget. Plus all that happens is pages of White Dwarf get leaked on the internet by a disgruntled employee.
This is bad for three reasons.
1. Crappy photos taken on someone’s iPhone (other smartphones with crappy cameras are available) don’t do the models justice
2. It garners ill feeling from the community because the Games Workshop should be, perhaps, a little more willing to share in lines they’re expecting us to buy
3. Customers don’t necessarily have £65 handy at a week’s notice. I certainly didn’t.
Marketing aside, perhaps the answer to lacklustre sales would have been a limited model for each side making it worth while for gamers of both factions to spend that extra little bit of money.
But whatever the reasons and whatever Games Workshop should or should not have done, the message is clear; if you’re holding off for the standard box set, give in and pay the extra two or three quid because you’ll be waiting a while.
I shall be reviewing 6th edition 40k and the Dark Vengeance box set very soon.