From Hype to Heartbreak: GW’s Skaventide Release is Tanking (2024)

Games Workshop is pestering stores to order Skaventide, and with the Dominion debacle fresh on their minds, it looks like they just aren’t.

If you’ve ever wondered what happens when the stars misalign in the Warhammer universe, look no further than the recent pre-order chaos involving Games Workshop (GW) and their Skaventide launch box.

The Skaventide Shuffle: Games Workshop’s Pre-Order Snafu

In a move that can only be described as a blend of overzealous automation and timing fail, GW sent out automated emails to stores suggesting they stock up to hundreds of Skaventide boxes based on their “sales volume.”

And if that wasn’t enough, they demanded pre-order numbers by Sunday before even officially announcing the product’s pre-release or pricing information to the public.

The Automated Email Fiasco

Let’s set the scene: it’s a Tuesday after hours, and GW is closed the next day for Juneteenth. Meanwhile, shockingly, what many stores assume to be an automated system fires off emails recommending stores prepare to order a horde of Skaventide launch boxes.

There’s just one tiny problem: GW is closed in the States after 6 p.m., so who is sending these emails in the first place?

Sunday’s Pre-Order Deadline

Here is the link for the 07/13/2024 New Releases. The due date for the Want Number Form will be SUNDAY – 06/23/2024 at 5:30PM CST. Please submit the form by the deadline.

Fast-forward to Thursday and stores open their inboxes to find a follow-up email demanding their pre-order numbers by Sunday. Yes, that’s right. Before the product has even been officially announced to the public or officially goes on pre-order (June 29th, mind you), Games Workshop wants stores to lock in their pre-order numbers.

That is like putting the cart before the horse or crossing the road without a chicken, or… well, you get it. GW, it appears, is operating on the belief that store owners have crystal balls stashed behind the counter.

The Great Reveal… From May

While GW has kept the price under wraps, we spotted it back in May. So, if you were paying attention, you might have been one step ahead of the game. But for the majority of stores, this last-minute rush will be anything but smooth sailing.

The Dominion Debacle: A Tale of Oversupply and Underwhelming Demand

Remember the hype surrounding the Dominion launch box for Age of Sigmar’s 3rd edition? Games Workshop (GW) had stores convinced that this release would be hotter than a Salamander’s forge. “Limited supply,” they said. “Order now or miss out,” they urged.

And stores, eager not to disappoint their loyal hobbyists, stocked up like there was no tomorrow. Fast forward three years, and you can still snag a Dominion box for around $100, proving that there might just be a bargain waiting for you a few months or even years down the line.

Hey, did you also know that the Darkoath Army Box they dropped last month is still up for grabs on Games Workshop’s webstore? It’s like a mysterious hint about the 4th Edition launch, depending on who you ask…

East Coast Concerns

Meanwhile, store owners over the East Coast had bigger fish to fry. Many were left scratching their heads, wondering why their Adepta Sororitas, Pariah Nexus, and Genestealer Cults pre-orders hadn’t shipped yet. The answer? A promise that they would be overnighted to ensure they arrived in time for Saturday’s release.

Now, if there’s one thing you don’t want to hear about your meticulously planned release, it’s that it’s being handled in an overnight shipping scramble. It seems that GW either forgot about the Juneteenth holiday or didn’t have the manpower to handle a midweek warehouse closure without dropping the ball on their usual order volume.

The Forecasting Fiasco

All this brings us to a critical point: if Games Workshop can forecast the need for hundreds of Skaventide boxes with such precision, why can’t they apply the same crystal ball skills to more in-demand products? Since April, stores have been left wanting for many high-interest releases, like 40k battleforces, for example.

The discrepancy between what GW thinks stores need and what they actually want is glaringly apparent.

The Skaventide Launch: A Perfect Storm of Challenge

After chatting with numerous store owners, it’s pretty clear that the Skaventide launch is about as popular as a Nurgling at a hygiene convention. Here’s why this release might be dead on arrival:

• Economic Woes: In a challenging economy, luxury hobby items are more and more becoming a tough sell. With wallets feeling tighter than a Space Marine’s power armor, the high-priced Skaventide box is struggling to find buyers. Everyone’s saving their thrones, and pricey plastic rats aren’t exactly top of the shopping list.
• Community Split: The release of Warhammer: The Old World has split the Warhammer community like a poorly cast psychic power. Some players are diving back into the nostalgic embrace of The Old World, while others are sticking with their current armies. This division means fewer players are looking to invest in the Skaventide box when their interest (and cash) is already stretched thin.
• Price Shock: Even die-hard fans are balking at the Skaventide box’s price tag. In a world of grimdark financial realities, this hefty cost is making folks think twice. When it comes down to buying groceries or more Skaven, well, the choice is pretty clear (unless you’re feeding a pet Rat Ogre).
• Confusing Rollout: Games Workshop’s launch strategy for Skaventide has been more confusing than an Eldar webway map. From sending automated emails and then going on holiday to demanding pre-orders before officially announcing the product, the lead-up has been a masterclass in how not to build hype. This chaos has left store owners and customers scratching their heads and questioning their enthusiasm.

From the looks of it, the Skaventide box is facing a perfect storm of economic pressures, community division, high costs, and a muddled launch strategy here in the States. Unless GW pulls a miracle out of their hat, this launch might be as dead as a squished Skaven under a Gargants’s foot.

Store owners and players are looking for clarity, value, and a reason to get excited – and right now, Skaventide just isn’t cutting it.

Conclusion: A Lesson in Timing and Communication

This whole debacle serves as a lesson in the importance of timing and clear communication. Automated emails and tight deadlines are one thing, but when they coincide with holidays and a lack of essential information, it creates a perfect storm of confusion and frustration. For the store owners and hobbyists on the front lines, this was just another day in the Warhammer universe, where the unexpected is the norm.

So, next time you’re planning your pre-order or mad at your local store because they didnt get their Games Workshop shipment when they were supposed to, remember the Skaventide shuffle, and maybe keep a crystal ball handy – you never know when you might need it!

What do you think about how Games Workshop may be treating stores in reference to Skaventide?

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