Games Workshop has been on a downward spiral the last month. Many long-time war gamers are outraged at their bungling of the Warhammer 40K lore, lying about it, and then blocking several players who criticized the company. Many players are threatening to boycott Warhammer, but now Games Workshop has made matters worse by announcing price increases in the midst of controversy.
There have been rumblings about the direction of Warhammer 40K ever since the 10th edition came out, revising the game and trying to change too much of what made the game great in the first place. A lot has been done to take gender out of the lore in many situations, including the Adeptus custodes, which have always been male in the setting. This took place both in the codex and in online posts, but once they received pushback, the official Warhammer account gaslit players saying they have always been that way.
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Worse for the company is recent additions to the Black Library have been written by woke authors inserting identity politics agendas into their works, including the use of made-up pronouns and, most famously, adding the cultural commentator Sargon of Akkad into the game as a “slaver” character to make a political point and try to gotcha Carl Benjamin.
After all the controversy, fans have been posting about how they would only be playing with old rulesets and would be 3D Printing figures from this point forward. “3D Printer go brrrrrrr” has been a common meme and comment seen around Warhammer circles.
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Now, Games Workshop has shown its tone-deafness once again by posting an update to its page titled “2024 Pricing Update.”
In the update, they talk about the miniatures and how they will have to increase prices for consumers going forward. The post says:
“It’s an unfortunate truth that the world keeps getting more expensive. Prices for food, materials, and transportation have been trending upward for a few years now, and Warhammer isn’t immune to that trend.
This means that from the 10th June we’ll be increasing some prices in our Warhammer stores and on Warhammer.com.
The price changes for individual products will vary, but in most countries the average change will be between 3% and 5%.* As an example of what you can expect, a squad of Necron Warriors goes up $2 from $50 to $52, £30 to £31.50, and €40 to €41 (or local currency equivalent).
The prices of some of our products aren’t changing, such as paint pots and paint sets, White Dwarf, and Black Library products (including digital publications).
We understand that no one likes a price rise and we’ve done our best to keep prices down. We’re giving you a heads-up now so that you have plenty of time to take advantage of current prices.”
Warhammer fan account @Chainsword40k reacted on X saying, “Gaslight Workshop is so unhinged that they decide to raise prices even more. Maybe they just want to squeeze the remaining whales before everything goes to hell. Not that I plan to buy from them anyway but it’s insane they are so out of touch with the reality.”
Other fans commented with similar sentiments of how they feel Games Workshop has been treating them poorly as customers as of late.
What do you think of Games Workshop increasing their Warhammer 40K miniature prices in the midst of controversy? Leave a comment and let us know.
It’s a bold move Cotton, let’s see if it pays off.
GDW starting the final swirl, heading towards the ubend to join the rest of the sewage.
Another of Wokeness, Being Greedy and jacking up Prices. I hope this company goes under.
I have spend hundreds of dollars in the last couple years expanding my Black Templar and Heresy Salamanders armies. Not a whale but zi have been a fan of 40k since I was in high school around the the launch of 4th edition.
I can forgive greedy marketing and pricing schemes because a very active secondary market exists. I can’t forgive them tearing apart their own setting that brought in fans like myself just to to score ESG points.