Is Warhammer too expensive? Part 1- an overview

 The question of the price of Games Workshop's products is not a new one, and it isn't going anywhere soon. It can't be denied that this is an expensive hobby- if you are just starting in the Hobby, you're looking at a decent buy in price. 

You'll need the models of course, some glue to assemble them, some paint to give them that scheme you've been dreaming up and some paint brushes, to actually, you know, paint. Then, you'll need the rulebook to play the game, a codex/armybook for the faction you chose, some dice, a measuring tape, somewhere to store your miniatures, oh, and there is now a new book out which has changed the points cost of the book you just bought, better go and buy that too. Finally, you need somewhere to play- you may be lucky enough to live near a store or club, but for some, the set up cost is going to include a bit of terrain, or a board to play on.

Now, clearly if you're jumping into a full 2000 point 40k army- the standard for 'Matched Play'- right away, you're doing it wrong. Unless you're a youtuber who is doing it for content, you're going to have a horrible time, and probably end up with a load of plastic piled up in the corner, or an army you end up not that happy with.*

But aren't all hobbies expensive?

Ultimately, yes. Hobbies are, essentially, a luxury. We don't need to have a hobby to exist in the same way we need, for example, food.** Therefore, we might argue that Warhammer is effected by supply/demand in the same way as any product, and as a luxury product, it can only get so expensive before buyers say 'that's too much', and spend their money on something else.

Except, humans aren't quite that simple- a new hobbiest may be put off the initial buy in, and look elsewhere for their hobby, but someone already in the hobby may be experiencing a 'sunk-cost fallacy'- we become irrational in our thought process. How many 40k players buy a new codex every 2-3 years because 'Well I already have all the models, I may as well get the up to date rules to use with them!' Depending on someone's situation, this may be a good use of their money- a frequent tournament goer, for example. For someone who plays 1 or 2 games a year, was that worth it, or are they falling for that 'sunk-cost fallacy'?

Obviously this is a rambling simplification of the issues in Warhammer as perceived by many, but other hobbies aren't cheap either. If I want to get into Video games, I'm looking at a large buy-in cost as well. Say I want a Nintendo Switch- that will be £280 please, up front. There is no way to just dip your toe in a Nintendo Switch, you just buy it. Oh, you want to actually play a game on your switch? That will be another £50, unless you want to just play Fortnite. 

Even hobbies which are 'free' arguably are not. Take jogging, for example. All you need to jog is to step outside, you might think. But as you jog more and more, you realise that those old trainers don't feel to comfy- well, some jogging shoes are worth that £50-100 investment. How do I know I'm improving, I suppose that Smart watch would be really useful, and it isn't really anymore than an actual watch. Those Spotify adverts really put a downer on the jog, premium would definitely be worth it...*** Ultimately, all Hobbies are going to have costs if you start to get drawn into them seriously.

Ah, but Warhammer is unreasonably expensive!

This is perhaps true- many video game consoles are sold at a loss, or close to one, and the money is made on the sale of games. If you want a new pair of trainers, you can wait for a sale. You can get a decent Guitar off Ebay for a few quid! Warhammer prices make no sense- a small sprue of plastic for over £30 must mean Games Workshop are making a huge amount of profit.

And the truth is, they are- they're making record profits. I'm not going to try and defend Games Workshop's pricing for some products, but ultimately, they're clearly not having an issue selling them.

£42- ouch!

This seems to be where the argument currently lies when it pops up on forums or Youtube. Some look at the prices compared to 10+ years ago and see an enormous rise, and say people are being priced out of the hobby. Others defend it, pointing to inflation, the quality of the models, and that ultimately, you can choose what you want to buy.

My thoughts lie somewhere in the middle of this argument. Things are expensive, probably too expensive in some cases, but prices are not the same as they were in 20 years ago anymore.

Why is Warhammer as expensive as it is then?

There are going to be many, many reasons for this- but these seem to be the most obvious ones which are discussed:

• Games Workshop has a monopoly- no one is providing serious competition to make them price their products more competitively.
• People pay the prices- we see products sell out. Games Workshop recording very good sales figures. Ultimately, despite the vocal minority, people are paying these prices.
• You're playing Games Workshop's flagship games- they know they can charge more, because most people will want to play Age of Sigmar or 40k. This is down to a variety of reasons, but they charge more for the products in these two lines.
• Games Workshop have costs- unlike other 'hobby' companies, they run stores, have a larger number of staff, and are growing their business internationally. They are investing in the technology to make their high quality miniatures. 
• Games Workshop is a business. People may feel nostalgic for a perceived version of Games Workshop in the past, a Games Workshop which was more consumer friendly etc. But in reality, Games Workshop is a business- which are run to make a profit. So, they're going to make a profit.

So, have people been priced out?

The simple answer: no. At least, not quite yet. Though there is a vocal minority complaining, saying they won't buy from Games Workshop, most of their consumers are still buying their products. In addition, the new players which are being attracted are buying the products, and will continue to do so. But the main reason, for me, people aren't going to be priced out, is that miniature wargaming is not just Age of Sigmar and Warhammer 40k. The conversation seems to revolve around these, but in reality there are many games to choose from- alternatives that should get more airtime. 

That will be the topic for Part 2- You're playing the wrong game!

Thanks for reading!

* Exceptions will exist- but this really is not the way to start any wargame!

** Hobbies are important for Mental Health though- and as our understanding of Mental Health grows, it seems actually, maybe they're more of a necessity than we give credit for...

*** If you don't believe this, I have watched people get drawn into exactly this spiral of jogging purchases. Even I have bought a belt to store my phone in for jogging- which I don't even consider a Hobby!